Category: Content Marketing

Content marketing is a discipline that emphasizes the creation of content to drive interest in a brand or business without actively attempting to sell a product. It focuses on providing value to a potential customer’s life in the form of entertainment, education, journalism or other content-producing activity.

It’s most often used to support inbound marketing strategies. Magazines, television shows and professional associations can all be used to support a brand or business with content. In digital marketing, blogs and social media are both common vehicles for a content strategy.

The more advertising we see, the more resistant we become to it. The more we see, the more we “tune it out.” Yet interestingly, we may watch a movie dozens of times, or listen to a song dozens of times a day.

When you focus on inbound marketing using content, you’re not simply telling people why they should buy your product. You’re inviting them into your view of the world and giving them a reason to desire your product.

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The Importance of the Persona in Content Marketing

content marketing persona

Knowing your customers is a key part of marketing your business, regardless of where you focus your efforts. When you’re able to understand the fears and aspirations of the people who enjoy your product, then you’re well on your way to understanding their motivations for doing things – like buying your product.

One of the most tried and true tools that marketers use to illustrate the customers of a business is the Persona. A customer persona is a fictional character created from research on your customers and those in your industry. Your business may use only one persona, or you may create and use a persona for each market segment you want to target.

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The 3 Most Important Content Strategy Questions

content strategy

Having a solid content strategy for each piece of your content marketing plan is an important final step of the planning process. You want to have a clear idea of the content you need to create and how it will benefit your audience.

“If you’re not putting out relevant content in relevant places, you don’t exist,” says celebrity entrepreneur Gary Vaynerchuk. This gets to the heart of content strategy: if you’re content isn’t valuable and if nobody sees it, then creating it was a wasted effort.

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The 4 Pillars of SaaS Online Community Management

online community management

If you’re responsible for customer service or tech support for a business that provides software, you’re probably already familiar with the term community management. It’s the way you get to expand the reach of your customer support without expanding your budget, right?

Because of the dynamics of using community management for your customer service and tech support operations, software businesses with a large numbers of users that run lean can find an effective way to hunt bugs and improve the customer experience by offering an online community.

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