|It’s not about the importance of marketing – it’s about the importance of the right marketing.|
There can be no sales without marketing.
Even the guy hawking Hot Nuts on the street corner needs to look credible. His signage and the gloves he wears are, in their own small way, marketing.
Marketing is a first impression. It’s what you wear. It’s the language you use. It’s the values you choose to share. It’s all the ways you represent yourself with commercial intent.
What is the importance of marketing?
Marketing is important because how else will you make people aware that you’re selling a product or service? Marketing drives product awareness, cultivates brand credibility, builds trust among your target buyers and provides value to your audience in the form of information, entertainment and inspiration.
Put those all together, and you get sales.
Content and your inbound marketing strategy
It’s true. Content is any format of messaging, branding or communication that you package for your audience across all marketing channels.
But content does not achieve marketing objectives in a vacuum. It is not synonymous with content marketing.
Content creation is just one facet that needs to be considered in a strategic marketing planning process. You still need SWOT analysis (an assessment of your brand’s strengths, weaknesses, opportunities and threats in the market) and you still need to understand the customer journey in your market. This will help you create business goals.
Content marketing is about how you then use digital content to achieve those business goals.
For example, Gilmour found an inroad with leads by ranking for the keyword, “succulent care,” and that’s not by chance. “Succulent care” has a high monthly search volume (18,000) and a low competition score, which makes it favorable.
Equally important, it’s exactly the type of query that the typical buyer persona for a gardening equipment company might use in a Google search.
This means that, long before Gilmour created its content, it needed to know:
• Who its audience is.
• What information that audience cares about.
• How the audience might phrase a search for that information on the web.
• How to create content that those searchers will discover through those searches.
• How to engage that audience upon discovering that content.
Outbound marketers who create TV commercials, billboards, ads on the subway, sales emails and other push marketing tactics might take some but not all of those factors into consideration.
But inbound marketers’ intent isn’t to talk at leads in an informed manner. It’s to provide information for those leads in order to create a consistent flow of inbound traffic for sales.
With content marketing, you’re not trying to figure out the most effective way to interrupt leads; you’re trying to make your brand useful so that they come to you.
Clearly, then, content creation is just one part of content marketing.
Search engine optimization is another. I clicked on the Gilmour article because it was first in the results, and it was first because Google has determined based on a variety of search signals that that particular blog post did the best job at satisfying the intent of the search query “succulent care.”
Which brings us to an important question: What was Gilmour’s goal with this content? We can safely assume that all of the company’s long-term goals are centered around sales and loyalty (and maybe a buyout).
But this is an example of tactical marketing whereby content and SEO are used for brand awareness. This is a B2C market, after all. The sales cycle for a hose nozzle is shorter than it would be for a business IT solution that costs tens of thousands of dollars a year.
This means that the hardest part is to get the consumer’s attention, and content marketing has allowed Gilmour to do that without interrupting them.
This article was sourced from: www.brafton.com ← click to read more