When you think about marketing in your business, do you have all the bases covered? I’m sure you have:
- A marketing strategy in place
- You have a great looking (and performing) website
- You have a content strategy in place
- All of the content you create is optimised for the search engines
- You understand the channels your audience prefer
- You are using video and images to differentiate your business
- Your email marketing is properly set up and working well
- You have a strong social media presence
- You may even use Google AdWords paid advertising
Okay, so perhaps I was being overly optimistic with the list above but whatever the current make up of your marketing activities, would you say that your marketing promotion and distribution is being applied consistently online and offline across all channels to reach a wider audience and these elements are working together in a complimentary, coherent, 2+2=5 sort of way? And that you’re maximising the use of your marketing content, to make sure as many potential customers across the internet are seeing what YOU have to offer and choosing you over your competitors?
No, didn’t think so
The whole should be greater than the sum of its parts
At present, many marketing elements are developed in silos, on a transactional basis without a great deal of thought as to how the content could be integrated, recycled and repurposed for maximum impact and best ROI. Website design and content, email marketing, SEO, social media, blogging and videos are most often developed on a campaign-by-campaign basis resulting in a series of short-term, standalone activities, missed opportunities and higher costs.
Increasingly, as faster broadband speeds drive the market for visually stimulating content, online video and image based content are becoming increasingly important in engaging an audience. Great content can differentiate your offering from the competition, help you gain credibility in your marketplace, increase your search engine ranking and position you as a “thought leader” in your field.
So how does it work? Let’s say you intend to develop an ebook as a lead generation tool. Before it’s written you can be planning how you intend to distribute this material and ensure the design takes into account all aspects of promoting your eBook on social media, turning the eBook into a slide-deck and uploading it to Slideshare, adding a voice-over and uploading this to YouTube, turning the voice-over into a podcast and taking extracts of the eBook to become Blog posts or enewsletter articles. The ebook can then be developed into a short series of video and promoted accordingly.
By taking an integrated approach to content marketing and managing activities through an editorial calendar you can improve your ROI, reduce your marketing costs, reach a wider audience and make a bigger impact within your marketplace.
Wouldn’t you want to get a bigger bang from your buck and punch above your weight?