3 Best practices for marketing content







In the last 5 years marketing has evolved rapidly, fuelled by a shift towards inbound marketing and social media tactics.

1. Less “salesy” Content works best.
In order to reach sophisticated consumers, organisations must spend time making clear and clarifying the broader issues that their prospects face, rather than focusing on content that advertises the features and benefits of the product.

As consumers we search the internet to find resources to solve a variety of different problems. From business services to complex computer systems, we increasingly rely on online data detailing specific problems and solutions. A page with a traditional sales-oriented list of product features and benefits is often immediately tuned out, while engaging information can draw us in more. Researchers have said 52% of marketing professionals regarded thought leadership white papers and case studies as very effective in terms of attracting new business enquiries.

2. Tailor content to your audience
85% of businesses have said this tact is very effective and would recommend anyone who doesn’t use this tact much, to indeed do so and see the great benefits from it. Prospects are much more likely to be swayed by content that speaks to a person’s particular problem. It would be a very good idea to target a specific audience you know would be interested in the content you would fill them with that would more than likely get them to buy from you.

3. Content sourced directly Impacts Efficacy
Content sourced from existing customers was the most effective at influencing and engaging prospect. Research shows that 90% of marketing professionals rated this type of content as “extremely effective” or “very effective.”

Content marketing is hard, requiring time and resources that are in short supply. The foundation of an effective content marketing strategy starts with these 3 things:

  • Drawing out and illuminating the problem you solve with non-salesy, thought leadership content
  • Creating targeted, personalised content for specific core audiences
  • Drawing on the voice of the customer to provide convincing evidence of your company’s value proposition.

If you follow these three principles you will be right on track!


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