How Content Marketing Creates Leads

Marketing in 2019 is impossible without great content.

As a marketer, I see my clients struggling to identify where they should spend their energy (and budget) to get digital leads, especially if they have a B2B service.

Marketing is becoming increasingly complex, with a range of platforms to choose from to speak to your audience.

Is your business still supposed to be posting on Facebook, LinkedIn, or Instagram? What type of content should you share? How does creating social content actually generate leads?

As a forward-thinking entrepreneur, you know there has to be a better way.

Enter content marketing.

Content marketing is a strategic marketing approach. It focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, drive profitable customer action.

Content marketing aligns with the new ways people engage with brands and content and develop brand loyalty. It’s integrated, intelligent, and customer-centric.

With content marketing you’re not simply pitching your products or services in traditional marketing copy. You’re providing truly relevant and useful content to your prospects to help them solve their issues.

In some ways it is similar to what we see with the rise of the “freemium” product model. Now that people can access high-quality free advice and content online, it won’t cut the mustard to simply promote how great your product or service is. Your content needs to put your customer’s concerns first. This is especially important in light of the way Google serves any search query with the most relevant answers; your content needs to be accurately centring your customer’s questions if you want to appear on their Google search results.

Content marketing works to build the respect and admiration of your audience, but this will take time. First you need to earn their trust. You need to prove you have the relevant knowledge and (even more importantly) that you have integrity. Then you can become a guiding light that people turn to for authority in the noise of too much available information.

The authority you gain then transfers to your products or services, making customers that much more likely to choose you over the competition.

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Because of the complexities of the communication strategy required, it’s also something that I would recommend that you engage a content marketing agency to do for your business, rather than attempting it on your own. Quality content is now part of all forms of marketing.

So, what are the other benefits to your overall marketing strategy?

The Tangibles:

Site traffic: Traffic may be the obvious benefit, but it’s also one of the most important. Great content will bring people to your site, where they’ll also find information about your company and your products/services.

Improved SEO: The benefits of content for SEO are far too numerous to get into here. Great content attracts editorial links, which tells Google you’re important and authoritative. Google can also crawl your content, getting a better idea of what your company is about, which allows it to return your site for more relevant queries (including a great many long-tail queries). The list goes on, but it can be boiled down to this: without content, what is there for search engines to optimise?

Social media marketing: content marketing strategy comes before your social media strategy. An ideal mix of content for social media is always a mixture of unique and curated content based on the themes that relate to your audience interests. So high quality content based on informing your potential customers is ideal content to share on social media. It can also become great “lead magnets” if you are creating a Facebook ad funnel for inbound inquires.

PPC: for Pay Per Click to work, you need great content behind it. Content marketing is not direct sales copy- that is what landing page copy is designed for, but your content marketing is supposed to warm up your audience handling all of their objections and answering all of their questions before you make the direct offer in an adwords campaign. It is also useful in your Adwords remarketing campaigns, if someone doesn’t call or email from your initial ad then you can remarket to them to take them to more information where your content page may address common objections and give the information required to inform the potential customer of the process.

PR And Brand awareness: content marketing is all about championing the customer and solving their problems. It involves storytelling and providing useful and relevant customer-centred information. A flow-on effect from creating high-value content is that you can now position your brand as an authority on solving your customer problems. So, you can begin commenting on the “state of your industry” and sharing this as an opinion piece to your local media or business networks as an opinion piece to increase your brand authority.

If you’re looking for help to market your business, get in touch with our Content marketing team. We can help you to create a content strategy that will transform your sales and marketing activities. Contact us now.

5 Creative Content Marketing Myths

creative content marketing | Creative Content NZ

In the modern marketing world, content is king. And with so many online resources, you may feel you’ve got a pretty good grasp on how to create it and use it well.

But as this marketing method’s relevance and popularity increases, so too does the number of myths and false expectations around it. Before these content creation traps trip you up, let us dispel some of the most common falsities.

Myth #1: Creative content should be highly produced

The reality: You don’t need to create a fantastic content marketing strategy with a high production value. Instead you should be focused on how to provide value to your audience.

Try to solve a problem that is relevant to your audience, answer a common question, or share an interesting new finding. You can do this easily in a 20-second video, a 400-word blog post, or even a simple post on social media. The point of difference in content marketing is how timely and “human” it is – over-production and big budgets won’t necessarily achieve that.

Myth #2: Produce content every day, because more content means more social reach

The reality: You should focus on providing better-quality content that helps your audience. If you’re focusing only on quantity, the quality is going to suffer.

Bombarding your audience with information every single day will make them ignore you. And the quality of your content and its social impact will diminish. Only better content delivers better reach.

Myth #3: No one is doing creative content marketing like we are, so we’re doing it right

The reality: Don’t assume just because you’re taking a different approach to creative content marketing it will be effective.

There’s a good chance someone in your industry is already making content to grab the attention of your audience. It might be video, podcasts, email, blogs, or some other type of creative content.

Just because you’re doing it differently, doesn’t mean you’re killing it!

It’s essential you understand how your audience wants to receive and digest information. This is just as important as knowing what kind of information they’re looking for.

Myth #4: Our creative content marketing is going to drive serious cashflow

The reality: The right kind of marketing can undoubtedly make you stand out. In a perfect world, you would see new customers roll in every time you publish new content.

However, that is rare even for major brands. Most of the content you create won’t directly increase your sales. And, if it does, it certainly won’t happen immediately.

Creative content marketing is a slow burner. It’s great way to nurture relationships and build a loyal audience who may eventually tumble to the bottom of your sales funnel and make a purchase. But first you have to win them over with your charming brand personality and your titillating creative content. So, don’t expect instant results.

Myth #5: We’ll only post long content because that drives the best results

The reality: It’s entirely possible to tell a story and make an emotional connection in content that is fast to consume. We can see this in the initial smashing success of platforms like Vine and Snapchat. You don’t necessarily need a lengthy blog post or a 10-minute video every day to succeed.

Of course, if you’re writing for a business-to-business audience you may want to put focus into longer posts to help build trust. But this is not essential, especially if your brand is focused on consumers. People don’t want to read anymore – they prefer videos and images. So, why not give them that?

Creating successful content can require a bit of trial-and-error. But from our experience, once you understand these basics it becomes a lot easier – and a lot more beneficial. Find a mix that works best for your audience and strive to deliver the value they’re looking for. And if you need more help developing a winning creative content marketing strategy adapted to your audience and your brand personality, contact us!

Content strategist vs copywriter: which one does your business need?

The goal of copywriting is to persuade, and the goal of a content strategy is to create purpose. So, does a content strategist have the same role as a copywriter? The answer is no!

Over 170 million blogs are active online today, but it’s estimated only around 20% of blog content is actually linked to and read. You want content that is found easily in a search, is read by users, and has a positive impact for your business. It’s critical to the success of your marketing messages that you have a strategy for what you write about.

What does a content strategist do?

A content strategist gives your content a purpose and vision that is directly linked to your marketing and communications strategy. They ensure any copy written will be useful, usable, and relevant to achieving your marketing goals.

A content strategist blends their editorial skills with their understanding of the user experience to create content that is a communication pathway with purpose. Their focus is to generate copy that provides real value to your clients while showcasing your unique value proposition.

This requires an understanding of your business niche and your clients as well as thorough knowledge of the “decision-making journey” to map a content pathway to attract, onboard, and convert the audience.

Content strategists ultimately create an overall purpose to the copy, called the core strategy.

They put themselves in the shoes of each business owner and their audience to consider a website or marketing campaign. With these different perspectives they look at:

What are the business goals and how can the website copy or marketing campaign accomplish that?

Is the content pertinent to the audience?

What is the desired call to action for people to do after consuming this content?

How can we provide the best user experience?

What does a copywriter do?

Copywriters focus on crafting compelling copy that tells a story. They combine wit, writing skills, and empathy to create a call to action that will compel someone to purchase a product, sign up for a service, or fill out an inquiry form on a website.

A good copywriter understands sales funnels and will ask plenty of questions about their target audience before they start writing. Copywriters now handle most of the writing on a given website or within an integrated marketing campaign including:

Website copy

Blog posts

News articles

Press releases

eBooks

White papers

Billboard advertising

Posters

Flyers

Radio and TV scripts

Interactive social media posts

How can content strategists and copywriters work together?

A content strategist determines where the content needs to go, and then works with a copywriter to write the copy. After the content is published, the strategist will evaluate performance and make sure the strategy is delivering value to the business in line with its goals.

To put it simply, the content strategist defines how the site or campaign will be structured and what information will be included. The copywriter is responsible for crafting the actual words to engage users and drive them to those goals, getting them further into the conversion funnel.

When content strategy and copywriting have synergy, the result is a high-performance website or marketing campaign that helps you drive your business forward and stay relevant.

Are you trying to sell things over email but aren’t seeing results? Hire a copywriter. Don’t even know where to start your business content strategy? Hire a content strategist. Do you need both? Invest in a team like ours at Creative Content!

Social Media Image Size Cheat Sheet

Facebook:

Cover Photo 851 x 315 px
Profile Photo 180 x 180 px (displays at 160 x 160)
TAB Image 111 x 74 px
Shared Image 1200 x 1200
Link Image 1200 x 627

Twitter:

Header 1500 x 500 px
Profile Photo 400 x 400 px
Image Display 880 x 440 px

Pinterest:

Profile Image 165 x 165
Pins 736 x INFINATE px
Board Display 222 x 150 px

Instagram:

Profile Pic 110 x 110 px
Image Feed 510 x 510 px

Google +:

Profile photo: 250 x 250 px
Cover Photo 1080 x 608 px
Shared Image 497 px (minimum width)

Asbestos Removal NZ

Asbestos Removal NZ wanted to increase the profile of their services and develop their brand image. First we identified a major gap in the market in a general lack of available information about asbestos.

By developing this high-level content, we were able engage the potential audience and clients for the company’s service. The Asbestos Removal NZ website that we built continually ranks as number one on Google.

New Zealand Immigration Law

We were commissioned by Principal Lawyer Aaron Martin from New Zealand Immigration Law (NZIL) to develop and create his brand, starting with the launch of his website.

Our goal was to position NZIL as an immigration law firm that’s rooted in ethics, integrity, and professionalism. We focused the new website on information-rich, up-to-date content on immigration to promote Aaron and his firm as the local experts in immigration law.

Tag: Content marketing