If you were to ask any marketing professional, whether in an agency or the marketing department of a technology company, to identify the most important marketing activity they undertake you would get a variety of answers. Digital marketing perhaps, or building an effective website, maybe online advertising or a general ‘catch-all’ term such as lead generation. The fact is that each of these rely primarily on content to succeed. Without a content marketing strategy, you are missing out on one of the most important ways of engaging with prospects.
What do we mean by ‘content’?
In this context, we aren’t just talking about copywriting for your website or the production of a new brochure, although they will almost certainly be part of your basic marketing requirements. Content has become an extension of the customer-focus that has always been at the heart of marketing – it is about providing information that seeks to solve challenges and issues faced by customers.
Examples of Content could be white papers, guides, ‘top-tips’, case studies, survey-based reports, Blogs (as long as they are relevant and insightful), research-based articles, etc.
So what is Content Marketing?
The definition (from the Content Marketing Institute):
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
By imparting knowledge and experience, free of charge, to customers we are seeking to build a relationship, to raise awareness and ultimately influence buying decisions – all without focusing on what we do or engaging in traditional sales activity.
Is Content Marketing relevant for engineering and technology companies?
In a word, Yes. Great content is what fuels your inbound campaigns. It drives traffic to your website, educates prospective customers, and ultimately convinces them to buy. A recent survey report called Engineering Marketers 2017 Survey conducted by ENGINEERING.COM, found that 89% of engineering marketers are currently engaging in content marketing and of those 75% say that it is helping them deliver more qualified leads to their sales teams.
How can we help?
Content marketing is something you should be doing but knowing that and having the time and internal resources to engage with this strategy is a different matter. That’s where Kudos comes in. We can quickly develop a highly targeted plan, generate the content, distribute it to your target audience and start delivering qualified sales leads to your sales team.
Find out more about how we can set up and run content marketing for your business by calling David Cain on 01425 206346 or email firstname.lastname@example.org.