There is this term floating around the web these days, called "content marketing". It is rather new in terms of marketing online, but the concept has actually been around for a really long time, however, its making the rounds again in terms of internet marketing and it is important to your website if you are selling a product or service online. Lets talk about what it is first.
What is content marketing?
As defined by wikipedia, "Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of media, including news, video, white papers, ebooks, infographics, case studies, how-to guides, Q&A’s, photos, etc."
Basically what this means is taking content (knowledge) and making it available to potential customers. Reading more on the wikipedia article, John Deere published a magazine back in 1895providing information to farmers on how to become more profitable. They promoted their product in the process as well, no doubt. What a brilliant idea!
We are still using this method today on the internet. Instead of publishing a magazine, we are putting up videos, whitepapers, infographics, ebooks, case studies, charts & graphs, etc. We at Big Thinkery help our clients create different content marketing campaigns on their websites. Let me show you how you can do it on your website.
How to use content marketing on your website.
This process that involves 3 major steps which we will outline below.
1. Create an offer.
The first thing you need to do is create an offer! What can you provide to a potential customer? What knowledge do you have that can be shared? What format is best? A video? A whitepaper? Put your offer together and get it ready to go.
2. Make your offer available online.
Now that you have your offer ready to go, make this offer available online. First, you'll need to get this properly set up on your site with a landing page. This is a page that is set up specifically to collect your potential customer's contact information. On this page you'll need an enticing title, some nice copy and a contact form so your potential customer can fill out the form and you can get their contact information.
Once they fill out the form and hit "submit", their contact information is entered into a database. They are then forwarded to a "thank you" page. This page includes another nice title, maybe a picture of a cover of your white paper, video, etc. and a nice big link to the download that they were promised. Make sure you make thatVERY OBVIOUS. You don't want to make this hard on your potential customer!
You also want to have your system send your potential customer an automated email. This email should also include a link to your offer. This makes it easy for your potential client to access your offer at a later date.
Now that you have created an offer, its available online and you are set up to collect your potential customer's information and they can get to your offer, lets give them a way to find your offer!
3. Create a call-to-action or CTA.
A call-to-action or a CTA is the way that the user finds your offer. This is a button that is placed throughout your website that potential customers can click on and download your offer. Make it stand out but not gaudy. Make it look good and enticing and just what you want your potential customer would think would be great! You want them to click it so that they will download your offer.
That's it! You have now learned what content marketing is and how to make it work for you on your website. Take what you know, put your own spin on it and make it available to others. Its just that simple. Watch good, genuine leads roll in the door!
Hi! I am Lisa Ellington and I have been a web designer and developer for 16 years. I'm the Big Thinker at BigThinkery, a web design, development and inbound marketing company in Concord, NC. Learn more here:www.bigthinkery.com