Hardwood Flooring February March 2018

By Katrina Olson It’s All About the Customer Content marketing strategy is focused on consistently delivering content to a clearly defined audience for the purpose of attracting attention, generating leads, or otherwise driving profitable customer interactions, typically using digital or social media. A content marketing strategy is different from a traditional marketing strategy in that it is not directly or immediately focused on generating sales. Content strategy determines what content will accomplish your business goals. It’s the editorial plan for your content. This includes what specific content will be created, what format it will take, who will create it, and the tone and style to be used across all channels to project a consistent brand image. Content marketing is really an updated and usually digital version of newsletters and public relations, except now the content is entirely under our control, and we can better track and measure the results with websites, digital analytics, and social media. Why does content marketing matter? Content marketing is hot right now, but that’s not enough reason to include it in your marketing plan. But, here are five good reasons why you might want to:

1. To help customers and potential customers find you. The more content a company generates and posts on websites, blogs, and social media, the higher the search engine rankings and the easier companies are to find. 2. To keep your audience engaged. When customers and prospects regularly see content from a company, they’re more likely to choose that company when purchasing. Meanwhile, those fans and followers are providing valuable insights and information. 3. To get new customers. By consistently posting content that’s helpful, interesting, and useful, companies can gain new followers,

build relationships, and eventually convert them to customers. 4. To increase revenue with existing customers. Staying top-of-mind with your existing customers is just as, if not more, important as finding new ones. By informing customers of new products, technologies, or services, and by maintaining contact, you create selling opportunities. 5. To maximize marketing dollars. Although it takes more people power, content marketing is more cost-effective than traditional marketing strategies. And when the work is shared among staff members, it’s more manageable.

the magazine of the national wood flooring association

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