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Creating a Winning Content Marketing Strategy in 2017

Creating a Winning Content Marketing Strategy in 2017

Online vendors take note: Content is key to conversions!

Content marketing is the process of developing and distributing valuable content that establishes a strong brand identity,which ultimately leads to shopping cart conversions. Capturing leads and nurturing them are critical to creating a winning content marketing strategy in 2017.

What is content?

Content can take the form of articles, blogs, infographics, press releases, games, videos, whitepapers, and any other formats of communication that are meant to inform, entertain, or promote your business.

“You want to view the content on your website as a living, breathing entity; the more you feed it the more it will grow,” says Jenna Mollard, Director of Business Development at Rand Marketing. She has managed over 30 employees when handling website design, development, and digital marketing amplification.

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Your articles, blogs, and videos will need to stand out over larger, more entrenched competitors. Here’s how to start strong, right from the beginning.

Sparking a conversation in a noisy room

Take an honest look in the mirror. Ask yourself if you have the type of product, service, or knowledge that can spark a digital conversation. Are web users likely to engage with, comment on, or share your content among their peers? If you do not have the type of product or service that draws a large search volume look to your team and see if you have the resources necessary to change the conversation around what you want to talk about.

History is filled with companies that have made the mundane into the extraordinary. Create exclusivity like Gray Poupon did with their Facebook fans. Create games in order to let users access content, such as Scrabble did with WiFi stops in Europe. Have a sensitive product? Take example from Squatty Potty who managed to sell $3 million just three weeks after airing.

“If you don’t like what’s being said, change the conversation.” -Don Draper

Share now!

When your article solves a real world problem that an individual is seeking relief from, that individual is likely to share their victory on social media, or send the article along to another friend going through the same issue. Keep in mind that every individual wants to be of value to their intimate social circle. Give them this power through content marketing and you will find that higher conversions are only a “Share” button away.

Soft sell > Hard sell

“Most visitors that go to your site are not ready to convert,” says Mollard. In fact, a 2016 DemandGen survey found that 47 percent of B2B buyers consume three to five pieces of content prior to engaging with a salesperson.

The soft sell will have to be used like a boxer uses the jab; it won’t do a lot of damage, but it is a reliable and consistent way to keep the fight going, while staying out of harm’s reach.

The number one mistake sales and marketing teams were making in 2016 was trying to close MQLs (marketing qualified leads) before they were ready. If it takes most buyers three to five visits to your website before they are ready to talk, the worst mistake is to go for the hard sell too soon. This alienates them from your brand, and instead of coming across as a potential partner, the message that you’ll send is that you’re heavy handed and just in it for yourself.

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“You can’t have sales staff immediately go for the jugular,” observes Mollard. You will have to wine and dine your readers through high-value content. By providing value first, then asking for the sale–almost as an afterthought–you are creating exclusivity by providing the reader with enough space. Give them room to roam, browse, and come back for seconds–only then do you go in for the sale.

You will find that slow and steady will win the content marketing race in 2017. Keep your eyes on your analytics, and try to obtain emails and point-of-contact information through a resource center.

Capture leads through a resource center

A resource center will provide your organization with the single most important key to success. A resource center keeps your most valuable content in a crystal vault: the only way inside is by the user providing his contact information. You can build this resource center as a separate webpage on a site, or smaller landing pages that link to exclusive, high-value content. The price of admission will be a name and an e-mail. If you’re feeling confident that your content merits more than this, feel free to ask for other metrics, including a user’s job title, company name, years in the business, and pain-points. Keep in mind that the more information you ask from a user, the higher the bounce rate on the page will be.

How do you create content for a resource center? Simple. Just do what you’re doing with your content creation but better.

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For example, rather than create another bland blog post, consider beefing it up with greater statistics, quotes from thought leaders, current statistics and calling it a white paper.

The difference between a blog post and a white paper is exclusivity. Readers will give out personal information in order to access the latter. This makes the difference between a captured lead and one that leaves your site for good. You want to be intelligent about how you distribute your materials; not all content should be given away for free.

Pro SEO Tip: This resource center should contain keywords your organization is hoping to rank for. Google and Bing’s search algorithms will crawl these sites, giving you prized SEO juice that will aid your other marketing campaigns.

Final thoughts

“Content really is key to conversions,” says Mollard, who is now leading efforts to create a Resource Center on her new clients’ pages. “You want to track your visitors and give them what they are looking for, but you never want to give all away for free. Always keep conversions in mind.”

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As you build out your content strategy for 2017, keep in mind this final piece of advice, straight from the lips of Claude C. Hopkins, the Father of Scientific Advertising:

“[Advertising] is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong” (Source).

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Alex Pop

Senior Content Writer

Creating a Winning Content Marketing Strategy in 2017

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Last Updated on November 5, 2018

20 Best Places to Work for a Great Career in 2018

20 Best Places to Work for a Great Career in 2018

Looking for a job? There’s no doubt to the fact you will want to work with a company that appreciates you for who you are.

Well, good news. The labor market today is one that has peened up with more opportunities for advancement and personal employee improvement. This is partly due to the fact that a lot of companies have been made to understand the value of their biggest assets: the employees.

To wit, here’s a list of companies- across a wide array of industries- that have been able to develop working environments that are healthy and accommodating to workers.

Take a look at these 20 best place to work for a great career:

1. Salesforce, San Francisco, California,

    Salesforce is in the information technology business and the company ranks highest due to their commitment to learning and innovation. They are ready to try new things and everyone with a new idea is always welcome to share it at the company. The company has also been known to exhibit an exceptional approach to alignment.

    Find out more about careers in Salesforce

    2. Wegmans Food Markets Inc.,Rochester, New York

      Based in Rochester, New York, employees have been known to enjoy a sense of purpose from working here. The company has been able to achieve an optimal level of engagement across all working tiers and they’ve been able to achieve great things together. They even do deliveries.

      Find out more about careers in Wegmans

      3. Ultimate Software, Weston, Florida

        Employees get amazing benefits here but that’s not the only reason why this place is so awesome to work. Whenever there is a need or a death of an Ultipeep or any of other family members, the company shows love and support like no other.

        Find out more about careers in Ultimate Software

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        4.The Boston Consulting Group, Inc., Boston, Massachusetts

          Development is at the center of anything that goes on here. The business is about people and employees are the company’s biggest asset. Employees are able to challenge the status and also leave impacts on clients.

          Find out more about careers in The Boston Consulting Group

          5. Edward Jones, St. Louis, Missouri

            Edward Jones is admired for their ability to acknowledge history without being mired down by it. The company builds on a solid foundation but there is also a level of flexibility that allows for innovation.

            Find out more about careers in Edward Jones

            6. Kimpton Hotels and Restaurants, San Francisco, California

              Kimpton is a trendsetter in the hospitality industry. The company always strives to try something different and that perspective is welcomed there at all times. Enjoy the weekends with luxury rooms, conformable mattress, furnished and well dressed service staff. A great opportunity for job seekers.

              Find out more about careers in Kimpton Hotels and Restaurants

              7. Workday, Pleasanton, California

                Newbies will find no issues with feeling welcome and at home here as this has always been a core culture component of the IT giant. Everyone is treated like family and this fosters a sense of oneness.

                Find out more about careers in Workday

                8. Genentech, South San Francisco, California

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                  Here, employees are encouraged to be themselves. There is a feeling of care, safety, and acceptance that you get here that you can’t get at many firms. The development of an all-inclusive environment has always been foundational.

                  Find out more about careers in Genetech

                  9. Deloitte, New York, New York

                    Deloitte is one of the biggest professional service providers in the world, noted for their focus on constant learning, development and improvement. They invest in their employees and are concerned about their well being.

                    Find out more about careers in Deloitte

                    10. Baird, Milwaukee, Wisconsin

                      Baird is a financial services provide that is known for adopting a “no asshole policy’ which guides the way people relate with and respect each other, regardless of their position on the company’s hierarchy.

                      Find out more about careers in Baird

                      11. Quicken Loans, Detroit, Michigan

                        At Quicken Loans, the views and opinions of everyone are respected and heard. The organization is revered for the amount of investment they put in their team members and everyone looks for ways to grow and be better.

                        Find out more about careers in Quicken Loans

                        12. Capital One, Mclean, Florida

                          Capital One has adopted a culture that encourages employees to take risks and try new things. They foster a healthy work-life balance and associates are challenged to live better lives.

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                          Find out more about careers in Capital One

                          13. Cooley LLP, Palo Alto, California

                            Cooley LLP is a law firm known for their ability to care about the company culture and being able to develop a working environment that is empowering and fun. Cooley is known to go for the best when it comes to their employees, regardless of the occasion.

                            Find out more about careers in Cooley LLP

                            14. Southern Ohio Medical Center, Portsmouth, Ohio

                              The medical center has been known for their propensity to delegate so much to their employees, thereby providing them with the ability to grow and learn on the job. In the end, you get a workplace that is all-engaging and super fun.

                              Find out more about careers in Southern Ohio Medical Center

                              15. American Express, New York, New York

                                American Express is a firm that celebrates wins, no matter how small. Everyone is made to share the same attitude towards service and the people they are to serve, thereby making people care about what they do.

                                Find out more about careers in American Express

                                16. Adobe Systems Inc., San Jose, California

                                  The culture at Adobe Systems is one that encourages employees to develop their own ideas and get a strong viewpoint. As opposed to encouraging competition, work-life balance is fostered everywhere here.

                                  Find out more about careers in Adobe Systems Inc.

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                                  17. The Cheesecake Factory Inc., Calabasas, California

                                    The Cheesecake Factory rewards dedication and hard work. Promotions come pretty easy, and there is always space for guidance to develop your experience and skills.

                                    Find out more about careers in The Cheesecake Factory Inc.

                                    18. Sap America, Newtown Square, Pennsylvania

                                      If you’re looking for a new career path, SAP might be the best bet for you. The company is adept at recognizing value and transferable skills. And you can always look for a new path while maintaining your employment.

                                      Find out more about careers in Sap America

                                      19. NVIDIA Corporation, Santa Clara, California

                                        NVIDIA is known for looking after even the smallest of things. With even a “pets allowed” policy this company accepts you for who you are, and helps you to work within your personality. Advancement is also fostered, and you are able to collaborate effectively.

                                        Find out more about careers in NVIDIA

                                        20. KPMG LLP, New York, New York

                                          Communication and progressive collaboration are the foundation of this company’s workforce treatment. Regardless of the level you are, someone is always at the ready to help and the company rewards extra effort with gratitude.

                                          Find out more about careers in KPMG LLP

                                          All in all, it’s safe to say that you will be able to find somewhere to apply your skills (whatever they are) that is all inclusive and highly accommodative. Companies today are being made to understand how much they can get when they treat their employees right and this has opened the door to an encouraging work environment for all.

                                          Happy job hunting!

                                          Featured photo credit: Pexels via pexels.com

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