Why Content Marketing?

English

article

20 octobre 2008

More than ever, content marketing is a winning strategy. Why? First, because it yields significant benefits. The forwarding of truly relevant and useful information :
1. favours the dialogue and strengthens ties with existing clients, thereby enhancing cross-selling and client retention;
2. increases visibility and initiates a relationship of trust with potential clients, thereby driving business development, and

3. helps train your employees, thereby promoting personnel productivity and retention.

What is more, if you succeed in being recognized as an expert in your industry segment, you will benefit from:
▪ increased media exposure;
▪ an active referral network (viral marketing); and,
▪ many speech and publication opportunities

Content marketing is emerging in reaction to a very different environment:

▪ Today, people are solicited by approximately 3,000 marketing messages per day.

▪ Too much choice, too much competition, too much noise. Consequently, traditional media are fast losing ground.

▪ More than 90% of buyers first turn to the Internet to initiate their B2B buying process.

▪ Internet users find little objective and useful information; rather, the sales messages they come across contribute to their confusion.

▪ The Internet enables any organization to become a publisher of value-added content, the No. 1 criterion of good search marketing in search engines.
It is therefore not surprising to see that the value of projects related to the production and delivery of content is growing by more than 20% annually. Many large-scale organizations, such as Costco (advice for SMEs), Metro (recipes), and Home Depot (renovation & decorating), Van Houtte (coffee related info.)…, publish magazines dealing with relevant topics for their clients. Even more of them successfully deliver Web content, including:
• Scotiabank (1 million subscribers) Find the Money podcast
• Master Card—articles and podcasts : Small Business Solutions
• Pepper Hamilton LLP—podcasts
• Dell—blog, podcasts, and videos on several topics
• Torys LLP—videos
• Procter and Gamble—The Home Made Simple blog-

In addition, content marketing is not only an efficient way to attract, convert and earn clients’ loyalty, it is also more cost-effective than traditional marketing/advertising.

If you find Content Marketing interesting, then…
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What are your thoughts? Let us know by leaving a comment… and if you feel like it, transfer this content to a friend. Thanks!

	Simon Hénault B.Comm, MBA - Corporate Journalist - LinkedIn Profile
	I help businesses in the production and delivery of content allowing them to be found on the Web, be perceived as experts, strengthen their clients relations and increase their revenues.