Past few years have witnessed lots of changes in the technology, leading to a changed lifestyle, changed mindsets, changed habits, changed purchasing patterns and the list goes on… technology has possibly touched every aspect of our life. We are so much dependent on it. We are practically living in a digital space and every organization is using this digital space to market its product and services. But the question is, are we using it in the right way? How many of you would like to receive a phone call boasting about their products while you are shopping with your family? Or how many of you would like to see a pop up while surfing your favourite website? Now the other question arises, if not these methods then how do companies reach their prospective customers? The basic thing a marketer need to understand is that he must not at any point of time behave like a marketer. Instead, a marketer shall always propose himself as a solution provider.You are there to bridge a gap, gap between the consumer and the product. The problem is that there’s a fundamental mismatch between how organizations are marketing and selling their offerings—and the way that people actually want to shop and buy. We all want to help our organizations grow, but nobody (including marketers) likes the way we are commonly marketed to.
The answer to such problem is a Remarkable content. Content that carries the value preposition to your customer. Beyond a remarkable value proposition, you must also create remarkable content about your company and products, for two important reasons. First, remarkable content attracts links from other websites pointing to your website. In other words, you want your content to prompt other content producers on the web to “remark” about your products and services and link back to your site. Every one of these links (remarks) gives you a double win: The links send you qualified visitors, and they signal to Google that your website is worthy of ranking for important keywords in your market. More links equals more traffic from relevant sites, in addition to more free traffic from Google via search—double win! Second, remarkable content is easily and quickly spread on social media sites, such as Twitter, Facebook, and LinkedIn. If you create a remarkable blog article or white paper, it can spread like wildfire within your market.
To make this double win work for your company, you need to create lots of useful, remarkable content. The people who win really big on the web are the media/content companies (e.g., Wikipedia, New York Times, TechCrunch) who have a factory for creating new content. Each piece of content that has links to it can be found through those sites linking to it and through Google, and it can be spread virally through social media sites. A savvy marketer learns from the media companies and is half traditional marketer and half content publisher.
When you’re first getting started, try out different types of content to see what type is the most effective. Different types of content work for different markets. Here are some examples of content to try:
- Blog articles—One-page articles on topics related to your industry.
- White papers—Papers that educate your marketplace on an industry trend, challenge, etc. White papers shouldn’t be about products.
- Videos—Short two- to three-minute videos about your industry. Product videos are good too, but do not spread as easily.
- Webinars—Live online presentations on an industry topic, often hosted through online software like WebEx or GoToMeeting.
- Podcasts—Ten- to 20-minute audio programs or interviews with industry experts similar to radio shows.
- Webcasts—Live video shows viewed online.
- Visuals—Content such as infographics and slide decks.
You need only track a few simple things to see how well you are doing at creating lots of remarkable content.
- Track the number of other websites linking to your website. Every time a new website links to yours, it is a vote for your site being remark
- Track the number of times someone shares your content on social media (like Twitter and Facebook).
- Third, track the number of pages on your site that have been indexed by Google.
Twenty years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain. You no longer need to spend tons of money interrupting your potential customers.
Inspired by #Inbound Marketing #Hubspot