themarketingyouneverknew.com
Information has never, in history, been so accessible and potentially overwhelming as it is at this moment, and technology makes future growth exponential. Every person is now a consumer, looking for the specific answers and information that is just now becoming available and accessible. Equally, everyone has information to share. Quality copywriting is an effective product in itself. Good copy is valuable information, constructed in a way that utilizes strategies to help the search engines and algorithms connect informers and seekers, ultimately resulting in people finding the answers and products they want in an efficient manner.
Content is a heavily loaded word, often flippantly thrown around, and sometimes used to refer to the garbage writing of little use that can clog search results. Essentially though, it is the body of informational type found on Internet pages. Copywriters use content to help market their clients' businesses by connecting consumers with intelligent information about products and general knowledge concerning various domains of interest. More information about businesses, company history, products and topical articles are being disseminated by a variety of sources. And more gadgets, like PDAs, iPads, and PCs, are used to access and save this information for reference.
Professionally written content has the ability to make businesses more open, accessible and transparent. Creating a relationship with present and potential customers has never been easier or less costly, thanks to the Internet. The ability to communicate with a diverse population, tell your story, gain feedback on product, and access new markets has never existed in this way before. Using content to market your business is a vital marketing strategy in this new open culture. It is becoming compulsory because it works: people crave relevant information and businesses are reaping the benefits if they use the proper tools.
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The traditional forms of content marketing all translate well to the digital realm. Online content marketing is not a completely new curiosity. It is founded on the best practices of copywriters, essentially creating good, persuasive, information rich content and making it relevant in the new media landscape. For example, press releases can now be optimized for wide distribution on Google News by adding select SEO words to the content in specific places with certain frequencies. Internet-released press releases can now reach the public directly as well as the traditional press.
New web specific content forms can operate to market your brand and product. Blog posts appear to be a continual labor intensive commitment, what with generating new ideas and regular posting. But the benefits of the new interaction and relationships seem to outweigh the costs - just look at 1800PetMeds' blog campaign for their pet meds & pet products. Regular posts to their Vet, Pharmacy, Pet Parenting & Product Reviews Blogs have helped their business exchange ideas and information with the public and industry. Besides helping promote their business and pet medications, their blog content has increased their visibility through major search engines.
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The quick answer: everyone; anyone. Companies are quickly realizing the Internet can be used as an information warehouse and marketing tool. In the future, every business will have some kind of online face; some companies are slower to adopt these practices, but the innovative companies are presently organizing themselves for the right exposure. Websites are increasingly used to field the answers that used to be taken by phone representatives. Using content to market products frees up time, funds, and people-power so that making the best product possible becomes once again the real focus of business.
Every person has questions unanswered, information they are looking for. Every business has information they want to provide to consumers, customers, colleagues, or the industry they are a part of. And every business has something to sell and can use more exposure, to find the markets that are both untapped and under-tapped.
Toyota's recent marketing campaign titled "Why Not?" is a great example of successful content marketing. In addition to their "Harmony" commercial and Youtube videos which promote environmentally responsible auto manufacturing, Toyota added several pages of informative content to their site. The official Why Not? site includes several brief case studies about responsible auto manufacturing, clean energy and green operations. To provide consumers with even more authoritative material, the site has even posted articles from industry experts on key issues in auto manufacturing. As a result of traditional and new marketing mediums, toyota sales have seen a steady increase.
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