Have you ever had a friend who just talked about him or herself? Never asked a question about how you were or what you were doing? Well, that's what most websites do. The content talks all about how great the company, service or product is, but never speaks directly to you. What are your concerns? How does the company/service/product help you address your concerns? You want to find out how the company can help you, but all they want to talk about is themselves and their extraordinary features/capabilities/etc.
I create websites with Middlesex Design in Westford, MA. Beth, the founder of Middlesex Design, forwarded me a fantastic article about creating effective web content. I'm going to make it required reading for everyone who wants to update or create a new website for his/her company! Read Smashing magazine's Five Copywriting Errors that Can Ruin a Company Website.
What is Content Marketing?
Every time a company produces a YouTube video, publishes a whitepaper on a hot topic, or creates a podcast, it is engaging in what is known as content marketing. Content marketing is simply creating and distributing information in a way that engages people. Companies are discovering that communicating with people can be far more effective than selling to them, and that content marketing is a great way to encourage communication.
The thinking is that if you deliver useful, interesting material -- or content -- you will build trust, loyalty, and new customers or new purchases.Let's take my local supermarket, for example. My supermarket produces a monthly magazine that is full of great recipes and healthy eating tips. Of course, to prepare the recipes, you need to buy the ingredients. I am unlikely to buy a specialty dipping sauce if I see it advertised, but I scoop it right up when I need it for a recipe that sounds delicious. Thanks to the supermarket magazine (content marketing), I am a happy customer because I enjoy the magazine and I am a better customer because I buy more products.
Here are a few more examples of good content marketing.
I write a lot of content for clients of Precision Marketing Group (PMG), a virtual marketing firm based in Massachusetts. PMG recently created a Content Marketing Grader and published a white paper on content marketing. If you are interested in starting a content marketing program or improving your efforts, consider downloading these materials.
The thinking is that if you deliver useful, interesting material -- or content -- you will build trust, loyalty, and new customers or new purchases.Let's take my local supermarket, for example. My supermarket produces a monthly magazine that is full of great recipes and healthy eating tips. Of course, to prepare the recipes, you need to buy the ingredients. I am unlikely to buy a specialty dipping sauce if I see it advertised, but I scoop it right up when I need it for a recipe that sounds delicious. Thanks to the supermarket magazine (content marketing), I am a happy customer because I enjoy the magazine and I am a better customer because I buy more products.
Here are a few more examples of good content marketing.
I write a lot of content for clients of Precision Marketing Group (PMG), a virtual marketing firm based in Massachusetts. PMG recently created a Content Marketing Grader and published a white paper on content marketing. If you are interested in starting a content marketing program or improving your efforts, consider downloading these materials.
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