7 Business Goals of Content Marketing

Joe Pulizzi of the Content Marketing Institute writes:

Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism. Content marketing, unlike inbound marketing, has been around for hundreds of years, most notably starting in 1895 by John Deere with The Furrow magazine (although I argue that the cave people were drawing stories on walls to sell product). See the video for more:

While inbound marketing (as opposed to outbound marketing) and getting found online by prospects are critical, what do you do with your story once they find you? If content marketing were a football field, inbound marketing would get you to the 35-yard line. Definitely critical, but hard to score from that distance.

After inbound marketing, you need lead nurturing. Once the lead is nurtured and becomes a customer at some point, you need customer service content. What if you want to upsell or cross sell to the customer? Well, that’s a whole set of different content. What if your goal is customer retention and loyalty? Well that’s another content strategy as well. Lots of valuable content spread out around the web will help you reach a few of your content marketing goals, but not all of them. NOTE: Some will argue that lead nurturing is part of inbound marketing. Even if that is true, it still means you have to throw a Hail Mary to score a touchdown.

Content marketing must include strategic planning, content creation, distribution, and metrics for multiple stages of the buying cycle to multiple customer personas. In my view, that means a complete content marketing strategy would incorporate inbound marketing principles, but it would also take a more holistic approach to meeting a business’s overall marketing goals.” Go to the source to get the rest of Joe’s perspective: 7 Business Goals of Content Marketing: Inbound Marketing Isn’t Enough

Here’s an image that illustrates Joe’s point…

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As the social media instructor at Northeast Wisconsin Technical College and a freelancer who has been blogging and using social media for over 7 years, I can help you implement the ideas that Joe’s talking about. Comment, call or ‘connect’ so we can talk about how this applies to you and your organization…

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