Content is highly effective for reaching marketing goals by Kate Billinghurst
Content is becoming a major part of marketing strategies and it is helping many businesses achieve their goals. Providing high-quality, engaging and interactive content is crucial.
LinkedIn is proving to be a popular way to get content out to the people who matter. It is important for those using thought leadership material to play a prominent role on the site.
Content is becoming a very important tool in the marketers armoury, with the medium helping businesses all over the world achieve their goals and aims.
When a consumer visits a site, the company will often have specific goals in mind, whether that is securing a sale, getting the person to sign up to a mailing list or having them ask for a regular newsletter.
As the way people interact with brands and websites has changed, content, and more specifically the quality of it, is very influential in the process.
The majority of personal services firms quizzed by Hinge Marketing revealed that content marketing is used to some degree as it helps them achieve their goals.
What type of content works?
There are a whole host of content types available to marketers nowadays, from standard articles and blogs to more imaginative methods like infographics and video content.
However, one of the most effective types of content is thought leadership in the form of ebooks and white papers, which have the impact of singling a business out as a industry leader. This means customers and clients are more likely to put trust in the company and complete an action it requires from their visit.
As many as six in ten firms admitted to using white papers as part of their content marketing strategy.
How to get content marketing to the people who matter
LinkedIn is one of the widest used platforms for getting content marketing out to the people who matter. On the face of things this may seem surprising, but when you consider that thought leadership is a major factor in the industry now, this networking site is the perfect place for it.
Therefore it is important for businesses that are adopting the thought leadership tactic in their marketing strategy to think about getting involved and playing a more prominent role in LinkedIn.
The site has recently made a number of changes to its user profiles that have resulted in an increased uptake across the globe, meaning there is now a growing audience.