By Jeff Cheatham
If lead generation is the lifeblood of your business, content marketing is the oxygen that keeps the blood circulating. Done right, a content marketing campaign can produce a steady flow of incoming leads. And with a variety of tools at your disposal, you can create a custom-built, scalable program for any budget.
BlogsMuch like Paige Black, Buffer is a company that helps brands grow their audiences—albeit through a narrower focus of utilizing social media tools. Rather than just produce one simple monthly blog series about their company, they used guest blogging to initiate interest and growth. The pace was frequent—twice daily, but it eventually attracted over 100K users. They now maintain four separate blog series and, through the power of social sharing, have grown to 400K users and a million followers.
Social MediaIntrepid Travel used an innovative content marketing campaign on Instagram where they invited travelers to share their images and stories related to their personal travel experiences across the globe. By leveraging user-generated content and cross-posting the entries to their Facebook page, they drove their audience to half a million followers.
Visual ContentIf 90% of our knowledge comes from sight, it’s obvious why videos should play a big role in content marketing strategies. This time, the example is one of Paige Black’s own clients, a commercial manufacturing company that processes output through complex processes. But understanding their capabilities and how they’ve integrated high-tech solutions is hard to describe in a blog. So, they made a slick video. In just under four minutes, with narration from their CEO, the video takes viewers on a fast-paced virtual tour of their entire facility. In 2021, the video will be repurposed and shared through multiple content marketing platforms to engage a much wider swath of their target market.
Content Marketing Produces Real-World Results
If you now have a grasp of what content marketing is, but still don’t get how it can benefit your brand, consider these facts:
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