Good reasons for content marketing
3 min read
Much has been written, and even more said, about content marketing in recent years. Some even see it as a revolution. Yet one aspect seems underexplored to us: how do you convince your management level and colleagues of the benefits of an integrated content strategy, and what does that bring your company? Find out here – practical and precise.
The term has been entered into Google millions of times over the past years – and interest keeps rising steadily. So there does seem to be something to the king-content story, and yet many marketing leaders still need convincing of the benefits for their company.
You're already convinced. You've decided for yourself, your department, your company: an integrated, cross-cutting content strategy as the basis for content marketing is the future of your communication. But with this opinion you're still fairly alone? The others aren't following you?
For various reasons. For example, because content production in-house has always been spread across different people in different departments; and, according to management, that's meant to stay that way. Or because the topic of content has so far been well looked after by interns.
But seriously: the main reason will certainly be that content marketing – if it's to be successful and sustainable – means a major shift in your existing communication organisation. And, as we know, nothing is harder than triggering change processes and introducing something new.
So you need good arguments, a good story with a fitting strategy. Put bluntly, you need content marketing for content marketing. Of course you could say: 93 percent of all US companies now use content marketing.
But that really doesn't sound very convincing. And in particular, a manager who relies on tried and tested methods and avoids risk won't readily want to introduce American conditions. You could also say: 85 per cent of all consumers search for advisory content from trustworthy online sources before making a purchase. That's certainly more convincing.
Content marketing is a strategic marketing approach focused on the creation and distribution of useful and relevant content. With the intent of attracting, convincing and driving clearly defined recipients to action – and so building profitable customer relationships.
What's behind buzzword "content marketing"?
But especially in the B2B sector, you may well be met with a response like: "We've been producing such high quality for decades. And our customers know what they've got with us. And as long as
the value for money is right, we won't be changing anything."
And that's exactly the crux where you can start. On price, on cost and on return on investment (ROI). Because this is where you'll find – especially at management level – an open ear.
"Using content marketing budgets more efficiently and saving costs"
It's a truism. Every company always wants more – for less money. Whether through actual cost savings or through better – and above all demonstrably more efficient – use of existing resources.
Content marketing can be helpful from several angles here. Because once you've jointly clarified what content you produce for which target group – and ideally also have a coherent channel strategy – you can cut costs on multiple fronts and demonstrate a higher ROI.
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If you'd like to read the full article, please download our whitepaper "Content Marketing".
DOWNLOAD WHITEPAPER CONTENT MARKETING
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