Dynamic Digital Marketing

Chapter 14Substance – The C.R.E.A.T.I.V.E. Content Communicator

FIGURE 14.1 The C.R.E.A.T.I.V.E. Content Communicator.

Marketing is impossible without great content!

Content marketing is an ongoing process integrated into marketing strategy, focusing on owning media through creating and distributing valuable, relevant, and consistent content to attract, educate, and engage your audience to ultimately generate profitable customer action and loyalty without selling.

Content marketing costs 62% less than traditional marketing yet generates three times the amount of leads.¹

Benefits of content marketing include:

• media visibility
• competitive advantage
• brand awareness
• website traffic
• client engagement
• leads and conversion.

Why invest in content marketing?

• It's got a far better ROI than search marketing, such as Google PPC.
• It gives a business the opportunity to appear in search for more terms.
• It drives traffic to the company website and blog articles.
• It not only attracts the target audience, but can also greatly assist in nurturing them through to conversion.
• It's a great way to get to re-engage with customers.

The content marketing process

An outline is given in Figure 14.2.

1. Create customer avatar; research and listening (see Chapters 1 and 3).
2. Decide on themes and topics.
3. Content creation.
4. Promote content.
5. Measure and evaluate.
6. Re-purpose content.

FIGURE 14.2 ...