The marketing gift that just keeps giving
I’m in a giving mood and I’m going to give you a marketing gift that just keeps giving.
My biggest marketing tip of all time relates to content marketing.
When it comes to the most effective marketing tactics, providing valuable content to your ideal customers wins hands down.
I’ve talked a lot in the past about why providing valuable content is…well…so valuable.
When you’re engaging with potential customers and influencers it is imperative that you build up some credits in the “trust bank”.
They need to believe that you know what you’re talking about and that you’ll deliver.
One of the most effective ways to do this is to create engaging content that builds credibility and delivers value to your target. Whether that content is a case study, media release, blog post or fact sheet, it doesn’t matter, the thing that makes it so effective is once you have created the content, you can then leverage it. And by leverage it, I mean LEVERAGE it.
Great content can be repackaged and redelivered across different mediums saving you valuable time, money and resources.
Say you have a great case study, then you promote it via your social media platforms, you create a video testimonial and post it to YouTube then share it, you upload that case study to your website, you include some of it in your promotional flyer, you use it for a media release, you follow it up with an email…the list of opportunities is almost endless.
The key to valuable content is REPURPOSE, REUSE and RECYCLE.
A popular blog post you created 12 months ago can be rehashed and used across other mediums.The even more valuable part of this is that it will also create additional communication touchpoints, which is critical in taking a prospect from the awareness stage to purchase.It’s widely accepted that it may take several different points of contacts (touchpoints) before a prospect takes the step of buying from you.Many talk about ‘Rule of Seven’ which states that you must contact your potential buyers a minimum of seven times in an 18-month period for them to remember you.
The number of touchpoints is debatable but most agree that in today’s world when we are overloaded with advertising and messages, the number of touchpoints may need to be higher and more varied.
As a result you need to get as much valuable content out there as possible and yes LEVERAGE the heck out of it.
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