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Brilliance In Marketing: Content Marketing Revolution Powering Sales and Customer Retention5 min read

by | Oct 31, 2018 | Brilliance in Marketing, Resources |

The AMA New York is hosting a webinar: The New Content Culture with specific tips on you can use content marketing to power your brand and profitable growth.

November 6 at 11:00 am to 12:00 pm

Sign up here.

Transcript:

Lisa Merriam, Host: 00:01 Content marketing is nothing new. Michelin Guides have been pumping up a tire company for over a hundred years.00:07 But back when old media was king, it took big budgets in teams of specialists to reach customers.

00:14 The dawn of the internet, the availability of easy-to-use design and editing software, and new ways to reach people have powered a content marketing revolution.

00:25 The American Marketing Association caught up with board member and content marketing specialist Keith Reynolds for some tips on modern content marketing.

Keith Reynolds, Content Marketing Expert: 00:34 Everybody needs to be involved, from senior management on down, across all your functions, involved in producing the content and providing the information that your customers need.

00:46 Content marketing versus advertising. It is a push versus pull strategy.

00:50 With content marketing. it’s like farming. Advertising is like hunting.

00:54 When you go out into the field hunting,  you are randomly looking for food and you bring it home that night.

00:58 With a an agrarian approach, you’re planting seeds in the spring and you tend them as a process throughout the summer.

01:09 And at the end of the year you’ve got enough food to last you for the winter.

01:14 To get started with content marketing, you have to have a strategy.

01:17 Think of it as seven buckets. You have to have a big idea that connects with your audience. You have to really know your audience and their needs and their goals and objectives.

01:25 Then you have to have an editorial strategy and calendar that’s going to produce information that’s relevant to them.

01:32 And then you have to have publishing and distribution of your content so that you’re putting it out in places where people can find it.

01:38 You also then need a community of events and tactics so that you’re taking your media out to where your customers are.

01:47 You also have to have marketing automation that ties it all together and creates a closed-loop system so that your marketing and sales systems are talking to each other, and you can do attribution

and reporting and analysis, which means

02:00 You also then have to have a sales model. How does your sales team use your content. And finally an ROI model how are you going to make money.

02:09 With traditional media, you base your value on the sale of advertising and sponsorships.

02:14 With content marketing, you’re basing it on the value of a lead to your business and keeping customers.

Lisa Merriam, Host: 02:21 Content marketing is now a must-do activity for any company that wants to build reputation, generate leads, and establish long-term relationships with customers.

02:33 And that’s brilliance in marketing.

The mission of the American Marketing Association New York is to inspire, support and celebrate brilliance in marketing. Founded in 1931, the AMA New York is the principal community for marketing professionals across all industries and disciplines in the New York area. Offering programs, monthly events, and interaction with the chapter through volunteer activities, we provide marketers with an opportunity to increase their knowledge and reach in the marketing community. AMA New York is the creator of the Effies, the Greenbook and the new Marketing Hall of Fame, which honors outstanding marketers nationwide.

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