Looking back on the second half of yesterday’s Content Boost Crash Course, the word that comes immediately to mind is “action.” While the first half of the day was focused on educating attendees about the basics of content marketing—the ins and outs of blogging and the need to engage with customers via social media, for example—the afternoon was all about how to put those strategies into motion and move forward with an integrated, revenue-driven content marketing strategy.
What is the best way to get started with content marketing in your organization? As Content Boost Director Carrie Majewski intimated during a presentation titled “Getting the Boss to Say Yes to Content Marketing,” approaching the boss about investing in content marketing may be intimidating. She advised participants to lay such fears aside, however, as, in truth, most decision makers are ready to move forward with content marketing. Majewski backed up her claim with a study from DNN which shows that the top three priorities for marketing executives are to acquire new customers (87 percent), increase customer retention (86 percent) and increase brand awareness (80 percent).
Majewski then launched into a comprehensive four-step plan for getting the boss to say yes to content marketing: assessing and reflecting on your current marketing needs, demonstrating that your competitors are all in (86 percent of B2B and 77 percent of B2B companies now use content marketing), setting a budget, and proving the ROI of content marketing (content marketing is proven to generate three times the amount of leads as traditional marketing tactics do).
One of the best ways to increase revenues using content marketing, as shown during a presentation by TMC Marketing Manager Rebecca Conyngham, is to use gated content. As Conyngham showed, the trick is to embrace education over advertising by producing a wealth of informational materials that readers can access in exchange for providing contact information. These materials include case studies, product webinars, client testimonials and frequently asked questions.
Conyngham showed how nurtured leads make 47 percent larger purchases than non-nurtured leads.
Following the two speaking sessions, attendees broke into small groups to discuss blogging, social media and lead generation. The event also included bonus website evaluations, brand video interviews and a raffle for free customized blog posts.
What’s the final take away from today’s Content Boost Crash Course? As one attendee, Managing Partner Louise A. Stix of Cerulean Communications, LLC, explained, the crash course was both informative and easy to follow.
“While the knowledge was outstanding, the structure of it made it possible to connect the dots between what we learned and how it can be used in other situations,” she explained. “It was not only application-based but structured in a way that allowed for some genuine take aways.”
One particular aspect of the Crash Course that Stix found to be helpful was the advice on how to integrate content with social media.
“A lot of people who talk about social media can’t stay on point,” she explained. “They talk about all the different components of social media but they really need to focus on particulars, and this was focused very well.”
If you missed out on this comprehensive seminar today, don’t fret! There’s another Crash Course coming up on October 29. Click here to contact the Content Boost team for more information.
With an extensive background in journalism having worked at AOL’s Patch.com and New Haven’s “Groove Magazine,” Content Boost’s Digital Content Editor Gerald Baldino certainly has a way with the written word. His right-brain mentality and creative thinking has helped him launch numerous successful content marketing campaigns for his clients. Dubbed “Saint Baldino” for his willingness to help other team members in need, Gerald is an independent author and publisher, and enjoys creating short fiction, poetry and visual art in his spare time. Gerald received his Bachelor of Arts degree from the University of Massachusetts Amherst.