From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Marketing Strategist, Todd Rader, discusses the recent Forbes article, Content Marketing For Law Firms (Hint: Legal Content Doesn’t Have To Be Boring) by Alex Valencia, Forbes Agency Council Member.
While this article speaks specifically to the stereotype of the legal industry as being strict, stuffy and, ahem, boring, its insight applies to many B2B marketers seeking to engage customers. Eighty-four percent of people expect brands to produce content that entertains, provides solutions and produces experiences and events. This is a high bar to achieve and success requires customer insight, a strategic plan, and creative expertise.
Content marketing represents 26% of the overall marketing budget on average. It creates brand awareness, builds trust, provides information, increases loyalty and boosts leads and demand. Content marketing is 62% less costly than traditional marketing tactics and generates about 3 times as many leads. So knowing where and how to invest most effectively is a must.
Steps to creating winning content
- Ask the user.
- Build a content marketing strategy.
- Write for the reader, then for Google.
- Tell a story and connect.
- Mix it up with media.
- Create a consistent posting schedule.
- Stay on top of trends.
- Keep what works, nix what doesn’t.
Fifty-one percent of content consumption is driven by organic search. Understanding customer interest and prioritizing it over sales messaging is key to engagement. Most companies (56%) outsource content marketing to leverage the strategic, technical and creative expertise of a partner.
DirectiveGroup is on a quest to inspire, educate and collaborate with marketers like you, to discover and share ideas, and to help you reach your goals. Check out this article and explore opportunities to harness the business-generating power of the internet.