Defining the Content in Content Marketing


Whether you know it or not, your business is already using content marketing as part of the overall marketing strategy. It’s arguably the most critical piece of any inbound marketing strategy.

But how exactly do you define it? Is it blogging? Is it PR? Will this even include the content of your telemarketing scripts or email templates?

Let’s start with a general definition. Content marketing is really about providing valuable information or creative content to current and potential customers for the purpose of:

  • Building trust
  • Brand awareness
  • Positive sentiment

A successful content marketing campaign presents you as one trusted expert in your field. In turn, this makes it easier to maintain a long-term business relationship by holding your focus on it instead of just winning your daily sales quota.

Strategies in this type of marketing analyze the different ways content is found across the buyer’s journey, the customer lifecycle, and other different customer experiences and touchpoints. It also looks for means of integrating it with other (bigger) marketing strategies.

But despite the many ones you’re likely to find, they have the three objectives in common. That way, no no matter how many different forms that marketing content takes, you can keep it consistent.

  • Knowing your Buyer’s Preferences – Buyer personas have an impact on content marketing just as any other. In fact, content marketing only makes them more dynamic. You will always want to know what kind of buyer would buy what kind of product. This leads to understanding the different kinds of people who prefer different kinds of content (and in different kinds of channels).
  • Using Goals to Define ‘Better Content’ – Are you trying to build traffic? Improve conversion? Many people don’t know just how much of their marketing is using the content you create. That’s why you should try aligning their goals along with yours.
  • Adapt to Industry Changes – When an industry changes, so do the buyers it caters too. Look at how B2B marketing itself has changed because of the new trends in content marketing. Thanks to birth of search engines and social media, they have again redefined content’s role. It’s the same when you learn of other changes in your industry and need to inform the target market about these changes.

You may not even need to immerse yourself completely to understand content’s vital role. You just need to recognize what that role is. Don’t worry about giving a bigger slice of your budget for an exclusive content marketing campaign. Content itself can just ties with your other marketing goals without too much of a demand on your investment.


Why Obamacare Girl Disappeared


There’s been a little buzz about a sudden change to the Obamacare website (formally known as Healthcare.gov). Before, visitors to the website were greeted with the face of a smiling young lady.

Today, after the publicized disasters on the site’s functionality, the girl’s face is no longer there. What replaced her were four icons representing the different ways one could get coverage under the new Affordable Care Act.

This move didn’t go unnoticed (as evidenced by this Buzzfeed article) and many are still speculating as to what provoked the change (other than perhaps the site’s terrible performance during its rollout).

Make no mistake. This isn’t about whether Obamacare sucks or if Republicans should be blamed for the site crashes. This is simply about one more possible reason for Obamacare Girl’s sudden ‘disappearance.’

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Website Marketing Mistakes of Healthcare.gov


People think that web design and website marketing are two different things. There’s a misconception here. It presupposes that while web design doesn’t have to be about selling something, website marketing is somehow free from its rules.

In reality, it makes all the difference and recently, no site gives a better example than Healthcare.gov.

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