Why Content Marketing? A Letter to Your Boss
From the Desk of: [Your Name], In-House Marketing Manager
Dear [Boss’ Name],
I’m glad you asked why the <redacted> we should spend time and money on “content marketing” when we’re still recovering from a tight economy and we have 27 projects due this quarter and we’ve never seen any use in being “trend whores,” as you so aptly put it.
This infographic from marketing automation company Pardot shows some typical uses for B-to-B content marketing.
I’ve put together this memo to explain the many reasons we should really have a content marketing program in place if we want to keep our customers and get new ones.
Benefits of a Content Marketing Program
The fact is, content marketing is an example of a trend that became a trend because it actually supports our larger marketing strategy. Take these objectives, for example:
- Drip campaigns – We can more quickly push our leads forward in the buying cycle by offering the in-depth information they need to make a decision. This “drip campaign” approach relies on content pieces like white papers, case studies and videos.
- Specific questions/concerns – Having these content pieces also gives sales guys something to work with when customers have specific concerns. “Here you are, Mr. Prospect: A white paper that discusses exactly the topic you were asking about.”
- Social media marketing – You bought into us getting on social media a couple years ago, which is great, and content creation is phase two of that strategy. If we create interesting content pieces that people will want to share, we have a better chance of reaching new audiences.
- SEO – Better SEO also increases our chances of getting new leads. Content creation means better SEO through keyword usage, link-worthy pages and user engagement.
Customer relationship building
- Newsletters – Our customers are thinking about us on the day they make a purchase, but what about two months later? Sending out a good newsletter with genuinely interesting, useful info each month can help us stay on their mind.
- Webinars/events – We can use webinars and events to answer common questions and cross-sell products to our existing customers.
- Tone – A content marketing program gives us opportunities beyond our web content and press releases to show a little personality.
- Case studies/testimonials – But really it’s our customers who define our brand, through social media, reviews and word of mouth. Having case studies and testimonials to share online can get our positive stories in front of a mass audience.
- Media outreach – We can pitch many of our content pieces to traditional media, especially industry trade publications. And linking to content pieces from press releases can be a way to round out the story we’re telling, improving our releases’ chances of getting picked up.
These are just a few of the reasons we want to set some budget aside for content marketing. It’s something we might not want to handle completely in-house, so we’ll probably look into using a freelance writer like Amanda Farmer to help.
I make some good points, don’t I? Now let’s get started.