Day one of ITEXPO West 2015, taking place throughout October 8 in beautiful Anaheim, California, started off with a bang with the help of Content Boost. Our Director of Brand Strategy, Allison Boccamazzo offered top insights and tips earlier today on how to make “content fireworks” during her first workshop entitled “Content Marketing: What It is And Why You Need It Now.”
During an intimate and interactive session, Boccamazzo drove home the importance of adopting a strategic content marketing strategy, which she aptly described as an integrated marketing strategy that involves crafting and sharing relevant, customized copy to drive profitability and brand awareness.
During the workshop attendees learned, for example, that content marketing costs 62 percent less than traditional marketing tactics (i.e. radio and television ads, billboards) and generates about three times as many leads. In other words, content marketing is an organization’s best bet for raising brand awareness and increasing lead generation—without breaking the bank.
She went on to explain that typically organizations that employ a content marketing strategy leverage up to 13 content assets from blogs to case studies to social media in order to create diversity and generate more leads. As well, each content asset engenders its own unique advantages. “A blog is a great way to weigh in on industry insights,” Boccamazzo said. “Your blog is way to continually start, join and continue conversations with your target audience.” In other words, blogs are an ideal content vehicle for organizations to be conversational with customers and prospects as well as to foster added engagement, compared to a longer-form gated asset such as a whitepaper, which is meant to be more in-depth and informational.
To that end, company’s can also leverage more formal content types such as whitepapers or case studies. Such pieces of content are great ways to gain leads by way of a gated asset; that is, consumers must provide contact information in order to access the content, which organizations can then leverage for prospecting and lead nurturing. Boccamazzo stressed that these pieces of content must therefore be extremely attention grabbing and engaging in order for consumers to submit such personal information.
The audience further learned that nine out of 10 consumers look to case studies or customer reviews before making key purchasing decisions. As such, this other more formal type of content asset is a strategic way for companies to strengthen their credibility by offering customer testimonials to promote the positive outcomes their products or services engenders for real businesses.
Nearing the end of her discussion, Boccamazzo conveys to her audience that content marketing is a company’s shining moment to establish its unique presence. This unique and targeted marketing strategy is about translating the message of a disruptive organization with equally disruptive and innovative content. It’s about taking chances, being bold yet true to yourself, and welcoming debate, as well.
That’s all for now, but stay tuned to hear about more of the action happening at ITEXPO West 2015!
Whether skydiving in Interlaken or free falling into hot oil pizza from Colony Grille, Diana Bishop knows a thing or two about adventure. After graduating from Keene State College with a Bachelor’s Degree in English, she has used her experiences while studying abroad in Barcelona to inject fresh perspective into her work at Content Boost. Admittedly “artsy” by nature, she enjoys painting and drawing whenever she has free time on her hands. Before she joined the team at Content Boost she organized promotions and wrote commercial copy for iHeartMedia, a global entertainment and media company.