Why you should include content marketing in your marketing mix for 2016.

Why you should include content marketing in your marketing mix for 2016.

Stef F author

Author: Stephanie Fiteni
Co-Founder / Online Marketing Specialist & Coach at Defined Branding.


Content marketing refers to rich content such as blog posts, articles, imagery and infographics, video and any other content circulated online with the intent of making a sale. When it comes to online marketing strategies this is probably the slowest one to take off due to the common preconception that large marketing budgets are required for content marketing to be successful.

Many content success stories such as Hubspot and inc.com started off very humbly with little or no resources except for a few hours a week. These companies are now content giants and no contender can threaten their position.

Many people steer off online marketing because they deem it is difficult to know what budgets they can justify and how to sell this to management as a good idea. In reality content marketing has been around for at least a century. When Jello published a recipe book in 1904 their sales reportedly grew by 1 million in around 24 months.

Jello case study content marketingContent marketing is any content that is useful enough to your audience to grab their attention and begin an engaging relationship that results in long term loyalty. The content created can very often be used across traditional and digital methods effectively supporting successful campaigns across all platforms.

Getting consumers’ attention was never easy but it has become increasingly difficult over time. Our prospects and clients are constantly bombarded with marketing messages these days.

In 2007 the Branding Communications blog wrote that “25 years ago it was estimated that people were getting exposed to 1,500 messages per day. Now it’s estimated that this number is approximately 3000-4000 per day.”  “Message clutter could reach 5,000 per day by 2010.” 

These figures are astounding and show that the problem is escalating as time goes by, the figure for 2016 would be fairly larger than the ones above. So how can you cut through the clutter on a reasonable budget? The answer is once again content marketing. We live in the age of instant gratification, we google everything and find answers to our questions and products to our needs in seconds.

Unless we can be found easily in online search our higher ranking competitors will take marketshare away from us. This why content is key. In order to be found by your customers you need to create the content that they are looking for. This content needs to be of the highest quality possible, it is of little use to emulate the competition. Content needs to educate, help and support your ideal customer in their daily requirements. The requirements to which your products are a solution for.

The content needs to be SEO optimised, which means proper keyword research needs to be carried out and executed correctly on the site in terms of placement and web technologies. Your content should ideally be carried on your main website and inspire your readers to look for more information about you.

Content Marketing never fails to create a win-win situation. It creates visibility for your business in the short term whilst building your search engine ranking and web traffic in the long run. It provides you with high quality content that attracts repeat visitors to your site as well as good flow of content to share on social media.

Content Marketing Agency

If you’re reading this chances are you’re already creating content, whether its for traditional offline mediums, social platforms or online.

So this year step forward and work n your content marketing; go to the next level using these 5 simple actionable steps:

  1. Look at what you have in hand, be it a brochure, a recipe book, a set of leaflets and create easy to distribute digital versions.
  2. Abandon advertising mediums that haven’t given you ROI to experiment with new digital media
  3. Run a pilot test campaign to collect data and repeat until you clearly see where your ideal target audience has been hiding.
  4. Make sure every marketing tool you use this year is measurable. You can’t know why you’re failing if you don’t measure.
  5. Bridge the gap between sales and marketing to find the direct relationship between your marketing efforts and closed sales


Jello case study – http://www.lumosmarketing.com.au/case-study-content-marketing-1904/

Statistics: http://www.hhcc.com/blog-archive/the-elusive-advertising-clutter

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