Content Marketing: How it can help your Business

It’s no mystery that the most effective marketing strategies include information consumers need — as opposed to irrelevant noise being screamed at them in a radio, TV or Internet ad — and a call to action. Though traditional advertisements will always be with us, social media have ushered in the gilded era of “content marketing,” or what the Content Marketing Institute calls the “art of communicating with your customers and prospects without selling.”

Content marketing often reaches consumers through their direction or instigation (clicking on a link), not through passive—or sometimes unwilling—observation. It delivers information in the form of a blog post, email, article in a print or online publication, or a video that informs buyers with relevant content.

Just as your small business credit card helps you manage the financial part of your business, content marketing helps you manage the essence of your business: your product or service, corporate message and reputation. Nielsen found that 58 percent of consumers trust editorial content, according to They trust the information because it helps them in some way—whether it’s understanding a problem or discovering the hidden benefits of solving a problem.

To generate content that works as a fruitful marketing tool, it helps to be aware of what content marketing isn’t. Search engine optimization (SEO) expert Lee Odden points out on TopRank that it’s not simply creating volumes of content. It’s strategic, not “mechanical spray and pray.”

Generating content starts with identifying the themes of your business and how your products can solve problems. One of the easiest ways to narrow down your content creation needs, Right Source Marketing stated in “How to Grow Your Business with Content Marketing,” is to identify up to a dozen themes and focus on building a campaign around each of them.

There’s no way to sugarcoat it—producing content that converts prospects to customers can be a daunting undertaking. One reason is that context is often needed for the information in an article, video or blog post, content marketing expert Brian Clark stated on Marketing Land. Provide context by developing what’s known as “cornerstone content” around the topics people need to understand in order to do business with you, Clark advised.

Inspirational content marketing begins with meaningful storytelling, SEO expert Odden said. Then, that meaningful storytelling must be targeted to your current and prospective customers.

Publishing content and optimizing it to attract readers is a step in the right direction, but it’s not the end of the line, according to Right Source Marketing. Content distribution is a strategic marketing tactic, not random attempts to get your message out. Distributing the content entails comprehensive research about your audience and must be disbursed in outlets sought out by your targeted consumer group.

If you’re serious about content marketing, an editorial calendar to plan pieces in advance is essential. An easy way to start to build your editorial calendar is by being aware of holidays, seasons and upcoming events that pertain to your products or services.

There is literally enough information online and in university courses about content marketing to earn a degree in it. Fortunately, by knowing the basics — and keeping up to date with the ever-changing Google Panda and Penguin algorithms — you can begin to position your business to reap the benefits of this most credible form of marketing.

Half rely on Social Media when making a Buying Decision

The world of Social Media is changing every day. Here are 17 new, useful Social Media Statistics.

  1. 27% of total US internet time is spent on social networking sites.
  2. 15% of total US mobile internet time is spent on social networking sites.
  3. Social media produces nearly double the marketing leads of trade shows, telemarketing, direct mail or PPC.
  4. Social lead conversion rates are 13% higher than the average lead conversion rate.
  5. 21% of marketers say that social media has become more important to their company over the past 6 months.
  6. 74% of all marketers say Facebook is important to their lead generation strategies.
  7. Companies that generate more than 1,000 Facebook likes also get close to 1,400 website visits daily.
  8. 52% of all marketers have found a customer through Facebook in 2013 so far.
  9. On Facebook, brand posts achieve 50% of their reach within 30 minutes.
  10. 85% of Facebook fans of brands recommend them to others, compared to 60% of average users.
  11. 43% of all marketers have found a customer on LinkedIn in 2013 so far.
  12. 36% of all marketers have found a customer on Twitter in 2013 so far.
  13. 59% of Twitter users have visited B2B tech brand sites, compared to only 40% of average internet users.
  14. 25% of consumers who complain about products on Facebook or Twitter expect a response within an hour.
  15. Women (48%) are more likely than men (43%) to regularly check out a brand’s social page.
  16. 23% of marketers are investing in blogging and social media this year—a 9% annual increase.
  17. Approximately 46% of online users rely on social media, when they make a buying decision.
The above statistics are provided by Social Media Today.

How to Measure Social Media Campaign Success

Determining the success of a social media campaign comes down to an issue of metrics. The following are the top three metrics you should be looking at when gauging the success of your social media strategy.

Active Participation

A quick snapshot of any social media campaign is to look at the number of users who are accessing your social media profiles. With Facebook, it would be the number of “likes.” With Twitter, it would be the number of retweets. However, these numbers aren’t the only ones you should be studying. Go deeper. The key to social media is engagement. For instance, Facebook provides its page administrators with a detailed analysis of the percentage of comments generated and views. The other networks have metrics such as page views and mentions that can also indicate the kind of volume your company is attracting.

Bounce Rate

Are your visitors arriving at your site from your social media profiles but leaving immediately? Take a look at the time spent on your website from your different traffic sources. If you find that visitors are spending less than a minute on your website, then maybe your landing page needs better copy. Or maybe you’re attracting the wrong audience.


You want social media campaigns to convert, either into subscriptions, sales or any other items that you’re offering as part of your sales funnel. If your sales increase after launching a successful social media campaign, then it worked. However, those numbers can also be used to determine the return on investment when it comes to expanding your reach. For instance, if you have a 5% increase in sales with a 10% increase in site traffic then it follows the more traffic, the more sales.

Not all of the metrics are simple to track and may require some advanced tools. It’s very important to take the time to have the right measurement and analytical tools in place before you start a social media campaign. Without the right tools, you won’t be able to determine if your campaigns were successful or an abysmal failure.

For help with Social Media Management, learn more about our services here.

The tips above are provided by CorporationCentre’s You Inc.

Creating Videos to Help Your Customers

Can creating an online video help your business? Consider the facts: ComScore released a study that found a whopping 82.5% of American Internet users viewed a video online. Another report found that in 2010, 30% of Internet traffic was video content.

By this year, that number can go up to 90%. Next to Google, YouTube is the biggest search engine on the internet. There are over 60 hours of video uploaded every single minute for a total of around 4 billion videos being posted every day.

About 800 million users stop by YouTube every month. That’s an amazing range of audience to try and tap into and that is just YouTube.

In the business arena, consumers spend more time at a website watching a video as opposed to a site without that type of content. More folks would rather watch a video than read text so how can you tap into potential customer base?

That’s easy: You have to create your own videos. If you’re not convinced yet, consider these other factors:

Videos can be the best way to convey a lot of information.

A video can deliver a lot of messages in a short amount of time. This is especially important when it comes to company branding. Writing blog posts will only take you so far. With a video, you can reinforce the positive attributes of your company’s product in a memorable way.Make videos with humor and you’ll go even further in terms of brand retention. You’ll also be able to form your company’s personality through your video presentations. That’s going to be extremely valuable.

Videos can have multiple uses.

A video docked on your website can be a terrific asset, but a good video has a broad range of uses. It can be purposed on YouTube and other sites to bring traffic back to your site. The video can also be embedded in an email newsletter or used in a sales presentation.

Videos are what your customers want.

Consider the tale of two websites. One has fun videos and the other just copy. Which one will get more engagement? The one with videos. If you want to keep your customers engaged give them what they want and that would be video content. In other words, if you’re not making videos your competitor will.

Videos will continually be useful.

There are some studies that declare by 2014, the vast majority of mobile data traffic will be video. Every Smartphone and pad device has the capability to watch videos. By creating this type of content you’ll be positioning your company to be “on the go” wherever your customers are headed.

To get started with videos for your customers, contact us now.