Blog Post

Content Marketing: The Essential Component to Your Marketing Strategy

  • By Mark Baker
  • 10 Aug, 2016
No matter what industry your business is in, you must maintain your website with engaging, relevant, and high-quality content. It’s no longer an option. And you must consistently engage your audience of both potential and current clients with relevant and high-quality content. In fact, a recent study conducted by the Harvard Business School indicates that businesses that retain their customers' interest with high-quality content can increase their sales by up to 95 percent.

Content marketing is easier said than done: you must consistently offer interesting and quality material. Here's our list of tips and tricks to keep your content engaging, and to keep your customers coming back for more:

  • First and foremost, get your conversational style down pat. Are you more formal in your speech, or are you more informal? Once you determine your tone, make sure you’re clear about what the mission statement of your company is. What do you stand for? What do you represent? It's okay to be an archetype of a standard—in fact, that archetypal attitude is what has built many companies from the ground up! But you have to define which archetype, particularly, you stand for.

  • Next, use incentivizing words that will encourage your clients to engage with you. Words like "free," "join us," and "special" are all marketing buzzwords that will help convey your message effectively, as well as inspire your potential client to engage with your content.

  • Don't worry about your budget. The actual cost of winning over and retaining your customers will be negligible compared to the return. The return on investment (ROI) for quality and engaging content will be very high.

  • Bear the concept of surprise reciprocity in mind. What is surprise reciprocity? Think of the last time someone did something nice for you, for no reason at all except for the sheer joy of doing something nice. That's surprise reciprocity. See how strong of an impression this left on you? If you take that same tack with your readers—surprise them with something nice, such as a "one day only!" coupon for 50 percent off of everything in the store—they'll have that same strong impression about you, and your business. They’ll likely continue to be a customer for a long time, even after the original rush of the surprise reciprocity wears off.

  • Don't think that you have to be on every social media site to convey your company's message to a potential client pool. Find the platform that conveys your message best and stick with it. For example, if your company relies on visual aids to get your message across, Instagram may be best for you. However, if your company is better with “sound bites”—quick and easy messages that get the point across with minimal effort—then Twitter may be better for you.

  • Remember that the online experience, no matter how wonderful it is, will mean nothing if it isn't replicated offline. When you do earn a customer’s business, make sure that he gets the same level of engagement and customer service as he would if he were a potential client. Without exemplary customer service, you will not create a loyal base of customers, no matter how much money you spend on online marketing.

This is just a quick list among many tips that you can implement to keep your content fresh, engaging, and of quality. When you put in the effort, the right content will always have a high return on investment.

Mark Baker

Mark Baker is a natural artist. Since starting his first business hand painting graphics onto vehicles in high school, Mark gained experience in the entertainment, sports, and retail industries before founding this company in 1993. Honest and pragmatic, Mark knows that anything can be accomplished with a great communication plan and creative thinking. 

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