Posts Tagged ‘Procter & Gamble’

Are you ready for the Content Marketing explosion?

February 11, 2012

by Brian Oliver

As businesses of all sizes continue to find it hard to generate sales leads in the current economic climate, more companies are recognising that integrated content marketing can play a vital role in building relationships with potential customers and moving them through the buying process.

Key content marketing tools include: customer-focused blogs, magazine-style brand microsites, social media content, eNewsletters, digital magazines, videos, infographics, eBooks, and ‘how-to’ eGuides.

A recent survey by the Content Marketing Institute found that some 60 per cent of B2B companies intend to increase their investment in content-led marketing in 2012.

Of course, content marketing has been around for a while. It’s a ‘pull’ mechanism designed to hook potential customers and reel them in. It’s all about engaging with them, and getting them to trust you, by creating and sharing content that is helpful and informative. In other words, promoting your company or brand without actually ‘selling’.

MORE TOOLS FOR SHARING CONTENT

What has dramatically changed the content marketing landscape, though, is the fact that there are now more tools for sharing content than ever before.

This means what used to be regarded as a ‘soft’ tool that took ages to make anything happen has now emerged as a powerful weapon capable of delivering impressive results pretty quickly.

As a result, even global companies like Coca-Cola and Procter & Gamble are now putting a much greater emphasis on developing an integrated content strategy – creating and distributing original content that is relevant, valuable, informative and entertaining … and shareable.

The great appeal of content marketing is that it can be employed just as effectively by small start-ups and SMEs. You don’t need loads of money to spend on ‘old-school’ techniques such as advertising and direct mail in order to attract customers.

INFOGRAPHIC

To illustrate the growing importance of content marketing, BlueGlass Interactive – a leading Internet marketing specialist based in Tampa, Florida – has created an excellent infographic called The Content Marketing Explosion.

TAKE A LOOK …

Created by BlueGlass Interactive

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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Content marketing agencies set to replace traditional ad agencies?

February 2, 2012

by Brian Oliver

The content marketing agency is replacing the traditional ad agency for many companies, insists Jon Wuebben, CEO of ContentLaunch, in his latest book Content Is Currency: Developing Powerful Content for Web & Mobile (Nicholas Brealey Publishing).

“In the process,” says Wuebben, “these firms are savings thousands of dollars and reaching thousands more as a result.

Content marketing is the lynchpin of all successful online business endeavours.”

Even Procter & Gamble, the world’s largest marketer, seems to have finally woken up to the growing power of content-led marketing.

According to Jim Edwards of BusinessInsider.com, P&G’s CEO Robert McDonald recently told Wall Street analysts that he would have to “moderate” the company’s $10 billion advertising budget because Facebook and Google can be “more efficient” than the traditional media that usually account for the lion’s share of P&G’s ad spend.

In Content Is Currency, Jon Wuebben explains why … and how.

He describes the fine art of content development and shows how customer-grabbing content can tell the story of a product or a business.

He looks at how to optimise content for search and social media so that it gets noticed, and provides an insider’s view on the ever-expanding technology and content marketing landscape. The book also includes a suggested “road map to online marketing success”.

Content Is Currency: Developing Powerful Content for Web & Mobile is available on Amazon in all major formats.

More information is available at http://www.contentiscurrency.com where Chapter 1 can be downloaded for free. 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

________________________________________________________

CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing