One of the things I value most is freedom – what American doesn’t, right!? Independence Day reminds me of how today launched the foundation for all of us – as companies and as individuals - practicing the daily freedoms we enjoy.
Since 1776, our Founding Fathers have afforded us the freedoms to share our opinions and beliefs. However, I would be intrigued for them to experience the technological means of how we currently share our opinions via social media! While it is a great means for utilizing our freedoms, it also creates challenges for corporate messaging trying to build brand and audiences.
B2B messaging in today’s environment is all about Content Marketing. Even Wikipedia defines Content Marketing as a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. Successful companies utilize iPR Software’s software platform for the creation and sharing of online material (such as videos, blogs, and social media posts) that do not explicitly promote a brand but is intended to stimulate interest in its products or services. Instead of just simply pitching your products or services, you’re providing relevant and useful content that will engage prospects and customers in helping them solve their issues…which ultimately builds brand awareness and value.
According to the Content Marketing Institute, today’s leading companies realize that “Marketing is impossible without great content.” Regardless of what type of marketing tactics you use, Content Marketing should be part an integrated part of your process, not an independent objective. Here’s how quality content can affect all forms of Content Marketing:
- Social Media Marketing: Content Marketing strategy should come before your social media strategy is devised. That way social media acts as a funnel channeling those audiences back to your corporate home – your website!
- SEO: Search engines reward businesses that publish quality, consistent content. Search engines also strongly recommend that SEO backend tactics be employed in the building or website metadata. Its definitely an art and not a science and requires constant updating!
- Public Relations and Media Advocacy: Successful PR strategies address issues readers care about in their local and global world, not just their respective business news. Great examples of companies promoting issue advocacy include Edison International’s Inside Edison, Hawaiian Airlines Team Kokua, and PRSA’s Content Connection.
- PPC: For PPC to work, you need great content behind it. Sharing your content with your Adwords team and letting them know your objectives in message delivery will help them in developing where the focus should go for PPC.
- Inbound Marketing: Solid Content is key to driving inbound traffic to your site. Good content engages audience and reduces bounce rates, which will hopefully increase time spent on site consuming your corporate assets!!
- Storytelling is part of most Content Marketing strategic plans. It sounds simple but requires an integrated approach of all corporate Departments…. PR, Social Media, and Marketing can exist as separate departments any longer, but act as integrated team as part of a larger Content Marketing strategy.
I can’t say for sure if Thomas Jefferson or John Adams might have used Content Marketing strategies when they were writing the Declaration of Independence that helped start our country, but I’d like to think if they had the strategies above in their arsenal it would have been easier to sell the idea of Freedom to our forefathers. Luckily for us they were ahead of their time.
If your company is looking to increase your Content Marketing in your overall corporate messaging, iPR Software can show you how leading Fortune 500 companies, nonprofits, universities, and private organizations have utilized us to get started.
If you would like a short demo click HERE and we can show you how leading companies successfully use Content Marketing to increase traffic and brand engagement.
I hope everyone had a safe and Happy Fourth of July!