Chippendale School Blog

Good content marketing gets your potential customer to stop, read, think and behave differently.

CIM 30th April 2015

Content marketing might be a relatively new buzzword but we’ve been crafting and publishing quality content for our clients in Edinburgh and East Lothian for years.

It means creating compelling content – stories, news items, articles, email newsletters, social media posts and videos – to engage with new prospects through blogs, online PR, email, social media and video channels. It subtly sells and teaches at the same time, is two-way and delivers trust, the key to generating online enquiries and sales.

Here’s a good Content Marketing Definition:

The art of communicating with your customers and prospects without selling. It is non interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyers more intelligent or perhaps entertaining them to build an emotional connection.
Joe Pulizzi, Founder of The Content Marketing Institute

Joe Pulizzi, Founder of The Content Marketing Institute 5th September 2015

Providing a stream of fresh, high quality content on and off your website makes your brand stand out.

Content marketing plays a critical role in ensuring your website ranks high in Google searches. Regularly posting a stream of high quality fresh content is now essential for a successful approach to search engine optimisation (SEO).

The content marketing sales funnel runs from left to right, as shown below:

> Attract > Convert > Close > Delight

Although it takes time and planning, done well, content marketing is a cost effective means of generating leads and sales:

  • It ensures your website is found in searches.
  • Traffic is increased further by other companies wanting to link to your site (also essential for SEO).
  • Your stories and posts engage and build relationships, positioning you as an expert, a thought-leader and giving you credibility.
  • It drives ‘inbound marketing’* (which has a lot in common with content marketing).

*Inbound marketing means using SEO, social media and blogging to draw prospects to your website in an organic and empathetic way. This approach to marketing is the opposite of old fashioned ‘outbound marketing’ which means pushing and broadcasting messages out to people who often don’t want to receive them. Outbound marketing is more often associated with excessive use of techniques like advertising, direct mail and telemarketing (although these can still have a role in a targeted and well planned multi-channel strategy).

You can read more on my blog “Content Marketing’ and Why It’s Critical to Online Success”.

Need help with your content marketing?

If you’re not finding time for content marketing, call (07957 870071 or 01620 825751) or email Christopher Lamotte and we’ll deal with all aspects of creating and pubishing your content 2 to 4 days per month.

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