In this session of 97th Floor Radio, Shante Schroeder chats with Josh Moody and Paxton Gray, leads at 97th Floor, on the topic of content marketing – specifically the value and benefit of content marketing in a long-term strategy.
You will learn:
- What content marketing is.
- What content marketing is not.
- The common misconception about “deliverables” and tangible assets.
- It’s more than creating content and promoting – value comes from the marketing strategy as a whole, which is the deliverable.
- An infographic or video should support a strategy, but does not carry the campaign strategy.
- Good content get social shares and links which build the value of the website (e.g., rankings, organic traffic).
- Building an overall campaign with supporting content
- How to get started – moving past the “cool idea” to concrete strategy for content marketing.
- Define objectives, do in-depth analysis and identify patterns and gaps.
- If you do enough research the strategy will present itself to you. You won’t have to hunt for it or create it.
- Research first, then execution.
- A really good campaign delivers on multiple objectives at the same time. (e.g., brand recognition, develops partnerships, builds links, etc.)
- How important it is to understand the goal and create accurate objectives. Don’t just build brand awareness – build brand awareness in the right category. Then quantify.
- Also, to set the appropriate objective. Leads and conversions are not good objectives for a marketing agency. Building brand awareness to increase leads and conversions is better.
- To ask the right questions of your strategy: Is this scalable? Will this lead to traffic? Will this lead to qualified traffic?
- Content marketing is about testing. If you still don’t know what to do, start something and then tweak based on what people respond to.
- Become an authority by going granular in developing your skills, as well as your marketing strategy.
- How to make your blog part of your content marketing strategy.
- Series-driven content compels action to come back again and again = residual traffic.
- Creativity thrives within boundaries.
Links and Resources Mentioned:
Learn more and connect with Josh Moody
Learn more and connect with Paxton Gray
Learn more about 97th Floor
97th Floor client case studies and supporting content.
Thank You For Listening!
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