Content Marketing & Direct Mail
First things first, what is content marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content. To attract and retain a clearly-defined audience- and, ultimately, to drive profitable customer action.”
It allows businesses to provide content that is useful to its readers, rather than simply pitching products and services. The three main benefits are increased sales, cost savings, and loyal customers. Content marketing results in these benefits because instead of producing repetitive sales style posts, when producing current and actionable content, customers are more likely to continue reading new content every week.
Content marketing should be present in multiple areas of the marketing strategy.
Preparation is essential, as social media is active and constantly updating. Having prepared a content marketing strategy beforehand, determining the theme and types of stories intended on sharing through social media, this will result in better success.
When a business produces high quality and consistent content, search engines will reward those businesses with better results and visibility.
When creating an informative Press Release, a content marketing strategy will help ensure the focus is on the issues that need to be addressed, not the products/services.
PPC stands for pay-per-click, where advertisers pay a fee each time that their ads have been clicked on. It use search engine advertising to generate more clicks on the business website. This strategy needs quality content behind it for it to be successful.
Releasing monthly content will keep businesses top of mind, and provide useful content periodically for customers to continue reading. Quality content will keep the viewers interested and engaged.
Print is not dead, and anyone who disagrees needs to start facing facts. Using content marketing with direct mail, involves considering the types of content that could help improve the direct mail campaign. One example, is using a social media campaign that compliments the direct mail campaign in order to interact with different audiences through multiple platforms. In order to ensure the audience follows along with both campaigns, here are some techniques:
- Call to action: Ensure there is an actionable request on social media and the direct mail campaigns. This helps with cohesiveness and provides the viewer an easy way to switch between the two.
- Clear and concise content: Providing easy and visible instructions will help with giving focus to the action for the viewer to follow. On both campaigns it needs to be clear that there is additional content available to see!
- User benefit: It is important to focus on how and why the user should look at the additional content , and what the benefits are to them.
Overall, direct mail and content marketing should be implemented together. This will help increase leads, provide viewers with more information than only on one platform, and get customers to follow the call to action. Remember to always measure results after a campaign is complete. This will help ensure any problems/issues are not repeated and any successful measures are re-used.