In the second half of 2010 marketing automation software company Eloqua reported $2.5 million in sales generated from clients who downloaded their online content.
That’s not all. They also secured $3.2 million in sales contracts from consumers who first downloaded exclusive content.
One of their best kept secrets is that they work with a ‘content marketing journalist’ to help them write engaging content and attract relevant audiences.
And they’re not the only ones to celebrate. Similar content marketing successes are being experienced by big and small brands alike: Kodak, Ford, Reynolds Golf Academy, The Cool Beans Group and The Pioneer Woman.
Here are 3 important reasons why content marketing is a big deal:
- marketing to your prospects through costly interruption techniques such as TV and print advertising is no longer sufficient. People hate being sold to. As soon as they detect any messages that involve a ‘salesy’ pitch, they quickly tune out.
- customer expectations have changed. More than ever before consumers depend on Google and Bing to help them shop. They read blogs, they google everything and when it comes to product reviews, they seek the opinion of their social media buddies. So if you create valuable content and then optimize it for search engines, chances are it will appear on the first page of search results and prospects will find you quickly. When that happens it will be easier for them to make a purchasing decision in your favor.
- every brand is now a publisher. Technology, the internet and social media have made it easy and cheap to publish different types of content (blog articles, video and audio podcasts, photos etc.) and to share it quickly with a large group of people. That means that you too can reach your prospects directly and quickly by engaging them with your content. Your competition is already doing it and your inaction will cause you to look clue-less.
As Sonia Simone of Copyblogger says: “The whole idea behind content marketing is that you can use your creativity and know-how to make something cool, then take that cool thing and use it to market a product”.
Over to you: In what cool ways are you using content marketing to promote your products?