Content Marketing

Not less than five years ago, content marketing was focused around creating search-engine friendly content. It was simply about creating as much content as possible because just churning out more content was enough to make you stand out. Now, however, marketers have started to realize that publishing content without a strategy is not going to work in the cluttered digital space.
However, content marketing has come a long way. Just a decade ago, media giants and advertising firms controlled most of the content output. But, with the emergence of Internet and social media, consumers are now in the driving seat. As a result, the demand for more advanced and well-planned content marketing strategies will only increase in the coming years.
Here are a few compelling stats that'll show you what is likely to happen in this digital realm in the near future.
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More Content Will Be Generated

According to Content Marketing Institute, 70% of B2B marketers plan to create more content in 2017 compared to 2016. In other words, marketers should be prepared to witness a quantum jump in the volume of high-quality content across different online platforms. This, in turn, means you need to step up your content marketing game if you want to get noticed.

Demand for Visual Content Will Increase

In the last couple of years, the demand for visual content has increased as the popularity of visual media such as Instagram continues to grow. Besides, vision trumps all other human senses. Hear a piece of information and three days later you'll remember 10% of it. Add a picture and you'll remember 65%.
The biggest advantage of visual content is that it can relay a vast array of information via a single medium using a variety of graphs, pictures, and text. In the coming years, marketers are more likely to convert their blog posts or any other type of content into visual content, making it readily available to a wider target audience.
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Highly Strategic and Technology-Driven Content Creation

Branded content creation is growing at the lightning speed of 300% every year. However, only 5% of the branded content accounts for 90% of engagement. The other 95% of the content usually ends up getting single-digit views and likes on social media.
In other words, only original and well-crafted content can create better engagement and produce desired results. Marketers will need to focus on using technology, strategy, and creative storytelling to generate interactive and engaging content.

Increasing Use of Ad-Blocking Software

For the last couple of years, the increasing use of ad-blocking software has been one of the biggest stories in the online marketing realm. As of 2017, 615 million devices (including mobile and desktop) now use ad-block software. People are increasingly blocking advertisements because most of them find ads intrusive.
The growing use of ad-blocking software is a challenge to marketers as paid advertising avenues will not be as effective in the coming future as they are now. In short, marketers will need to find new organic ways to promote their content across various social media platforms.
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Personalization Is Key

In an increasingly cluttered digital space, sending one-size-fits-all content marketing messages is not enough. If you want to grab the attention of your target audience, you need to create personalized messages. Email marketing is one of the most powerful content marketing tools out there.
However, emails with personalized subject lines are 26% more likely to be opened. Personalization and automation is a powerful combination that will drive content marketing efforts in the future.

Content Marketing versus Traditional
Marketing: Which Is More Effective?

Whether traditional marketing is better or content marketing is a hotly debated topic. So, before you come to any conclusion, let’s take a good look at the
differences between these two strategies.

What Is Traditional Marketing?

Just like any other marketing strategy, traditional marketing tells a compelling
story to entice the target audience. However, it focuses on using direct selling
methods such as:
  • Banner
    advertisements
  • Billboards
    and signs
  • Direct mail
    advertisements,
    brochures, and fliers
  • Newspaper
    and magazine
    advertisements
  • Telemarketing
  • TV and radio
    commercials

What Is Content Marketing?

Content marketing, on the other hand, takes a subtle approach. It focuses on
earning its audience by offering something of value instead of directly pitching
your product or service. It uses following distribution channels:
  • Blog posts —
    either your own
    blog or guest posts
  • Email
    newsletters
  • Infographics
  • Videos, webinars,
    and podcasts
  • Website
    articles
  • White papers
    and eBooks
Both marketing tactics come with their share of advantages and disadvantages.

Key Benefits of Traditional Marketing

Less Complicated

When it comes to traditional marketing, you don't have to worry about complexities such as generating brand visibility, recognition, consumer trust, and eventual sales. You have the freedom to pitch the product directly, while consumers have the freedom to buy the product if they like it.

Immediate Returns

Traditional marketing awards immediate returns. In fact, the more money you invest in traditional marketing, the quicker returns you will get. Unlike traditional marketing, content marketing takes a long time to make an impact. You will hardly see any results during the first few weeks or even months of your content marketing campaign.

Key Benefits of Content Marketing

Longer Shelf Life

One of the key advantages of content marketing is its longer shelf life. Traditional marketing, particularly direct/paid advertising, is often short lived because it can be withdrawn from circulation after a few weeks or months. A well-written piece of content, on the other hand, can live on the Internet for weeks, months or even years.

Personalization

Traditional marketing often takes a one-size-fits-all approach, reaching a maximum number of customers. However, content marketing can create personalized messages as it is relatively easier to produce content tailored for particular segments of the audience.

Cost

Compared to their traditional counterparts, content marketing strategies often tend to be cost-effective. Both have their strengths and weaknesses, but research indicates that content marketing costs 62% less compared to traditional marketing efforts. It also generates approximately 3X as many leads as traditional marketing for every dollar spent. Though relatively inexpensive, content marketing requires substantial investment of time for producing, publishing and promoting content across various social media channels.

Customer Relationship

When it comes to building a long-term relationship with your target audience, content marketing is your best option. As traditional marketing focuses on directly pitching your product, it is not the ideal platform to initiate a long-term relationship with consumers.
Content marketing, however, offers you an excellent opportunity to initiate a conversation with your customers through means such as webinars, online chat rooms, comments, and promotion of user-generated content, among others. According to a recent survey, 86% buyers will pay more for a better customer experience. The survey also states that by 2020, customer experience will take over product and price as the key brand differentiator.

What Do Millennials Have to Say?

According to Pew research, millennials have surpassed Baby Boomers as the USA's largest living generation. They are altering the socioeconomic landscape of the nation including traditional marketing. Research shows that millennials don't like traditional marketing. In fact, only about 1% of millennials claim that a compelling advertisement influences them.
Does that mean they have stopped buying things? The answer is no. But, with the emergence of social media and smartphones, the way they buy things has changed dramatically in the last decade. So, when it comes to shopping, they tend to seek advice from friends and family members on social media platforms.

Content Marketing Is the Butter to
Your Bread

Content marketing has been around for centuries, probably from the time when cavemen started drawing stories on walls. However, content marketing practices began to gain prominence in the 19th century. John Deere is considered the pioneer of modern content marketing practices. His company launched the Furrow magazine in 1885 offering free advice on how to improve farming. Needless to say, it became a hit, amassing 4 million readers by 1912.
With the introduction of the Internet and later social media platforms, the content marketing landscape underwent further changes. Still, most marketers have failed to utilize the full potential of this powerful marketing tool.

How It Can Nurture New Leads
and Conversions

Creating content focused on the buying process, after-sales service, and how-to concerns is a great way to nurture new leads and conversions. Make your content conversational, while strictly adhering to your brand's voice. But first, you need to understand the buying process.

Buying Process

The buying processes can usually be broken down into three phases, awareness, evaluation and purchase. As leads are already aware of your brand, you need to focus on the last two stages. In the second phase, prospects want to evaluate if your brand is the best fit in your niche. In the third and the last phase, they are ready to make the purchase.
For example, Philip is a construction worker who has just learned that getting his worker's compensation claim isn't going to be a smooth ride. So, he searches for "how to improve your worker's comp claim", leading him to your blog post titled ‘10 ways to improve your worker's comp claim’. He reads the post and loves it. However, he decides to do a little more digging before heading over to your landing page. He goes through a few more similar posts and comes to the conclusion that yours was the most informative one. Finally, he makes a phone call asking you to schedule a meeting.

Content Creation

You need to create content that focuses on the three stages of the buying process. In general, the content should focus on following points.
  • It should provide customers with a unique perspective of your brand.
  • It should help them to draw a firm conclusion and go ahead with a decision.
  • It should focus on educating your prospects rather than informing or entertaining because they are already aware of your brand.
  • It should share stories of how people in the same situation have benefited from your product or service without appearing self-promotional.
Here are the most common types of content that can accomplish these goals.
  • Data-driven content such as original research reports, case studies, sample surveys, and data sheets, among others.
  • A video or podcast chat with an industry expert or an existing customer who has benefited from your product or service.
  • You can also consider sharing content co-created by your social influencers.
  • Sharing an educational or how-to webinar with free subscription to generate a targeted newsletter or email list.

How Long Does It Take to See Content
Marketing Results?

Though it is tempting to look at your site’s analytics just a couple of after the campaign launches, you won't see the results so quickly because content marketing is not a short-term plan. It can take anywhere from six months to a year or even more to see the desired results.
The typical content-marketing-result-timeline consists of three phases including an immediate spike, a sharp decline, and a steady upward trend.
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Sudden Spike

You will see a sudden increase in Web traffic almost immediately after the launch of your campaign. However, this spike is not likely to turn into a trend. As you publish a significant volume of content across various online platforms, people take notice of this sudden data influx leading to a momentary increase in the Web traffic.

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Sharp Decline

Though a sudden drop in Web traffic can be discouraging, particularly if it comes after a spike, you don't need to worry much about it. At this point, there is no room for any drastic changes, owing to the lack of data. So, sit back and relax until you notice a steady upward trend.

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Steady Upward Trend

This steady upward trend is the Holy Grail every marketer is searching for. At this point, it is possible to analyze your content marketing efforts and make necessary adjustments to your campaign as you have plenty of data.

Preceptist Won't Promote You,
It Will Build Your Brand

According to a recent survey, 19% inbound marketers said that writing great content is the biggest challenge they face. This survey is one of the cases which
clearly prove that creating high-quality and compelling content is easier said than done.
On the other hand, the attention span of readers is getting shorter than ever. As an average reader only spends 37 seconds reading an article or blog post, it is
getting increasingly difficult to grab the attention of your target audience. This is where Preceptist comes into play.
High-quality content coupled with the right content distribution and management tactics is the most powerful marketing tool out there. Preceptist is here to help
you wield it.

Content Strategy

Strategy planning is the backbone of content marketing. Preceptist will help you create, plan, and execute a content marketing strategy successfully. We provide customized solutions for every stage of the buying process, resulting in improved organic search and brand visibility.
Our collective and collaborative approach sets us apart from our competitors. From conducting market research to developing target-oriented campaigns, our experts will have intense brainstorming sessions with your marketing team at every stage.

Content Distribution

The end goal of any content marketing strategy is to generate brand awareness, thereby increasing sales, and only a well-planned content distribution policy can achieve that. The right promotion and distribution techniques can help turn your target audience into your brand advocates.
With the help of our ever-growing network of publishers, content writers, and social influencers, we will make sure that your brand reaches the target audiences across the Web. From native advertising to social media content amplification, Preceptist offers the best content distribution strategies for your business.

Content Management

Preceptist will help you find out if you are getting your money's worth out of your content marketing strategy. From ideation to distribution, we carefully measure, analyze, and manage every aspect of your content marketing strategy. We will help you develop and manage your editorial calendar, keep a tab on the financials of your campaign, and provide a framework for managing editors, content writers, tech support, and marketers.

Our Process

Preceptist has developed an effective content marketing process that makes efficient use of your valuable resources.

Knowledge Acquisition

During this phase, we analyze the various aspects of our client's business such as their products, services, and the existing content marketing strategy, if any. We also collect information about your target audience and your competitors to gain a better perspective of your existing marketing strategy.

Strategy Development and Execution

Based on the detailed analysis of your business and existing marketing strategies, our experts develop and execute a customized content marketing strategy. This phase includes creating content relevant to client's industry and deploying it across the Web.

Measuring and Monitoring

This phase involves measuring the success as well as the shortcomings of a content marketing strategy at every stage of the buying process. Our team of experienced analysts creates detailed reports on various Key Performance Indicators (KPIs) of the marketing strategy. Our team will work with you to improve the existing strategies, if necessary.

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How Can We Help You?

Get in touch with us to learn more about how Preceptist can help showcase your expertise to the right audience.