The goal of every marketer is two fold: Maintain the established customer base and seek out new customers.
The best and the tried-and-true method to accomplish both of these is through content marketing, which has been around for more than a decade.
Great Past and Present Examples of Content Marketing
Content marketing is an indirect way for brands to attract customers by providing them with useful, relevant information without selling or pushing a product or service in a customer’s face
There are many great examples of this approach, such as what Jell-O did way back in 1904. They distributed free copies of a recipe book, which increased sales to over $1 million by 1906.
Another example is John Deere, which founded its magazine in 1895. Their magazine provided farmers with practical information on how to improve their businesses. The magazine is still in circulation today.
Red Bull, the energy drink maker, is a great example of a company that uses content marketing and marketing automation together very well. They do not directly promote their drinks but rather celebrate the extreme sport, adrenaline-junky lifestyle. As such, their primary target demographic is men between the ages of 18-35, who buy the drink the most.
Red Bull’s marketing efforts are surprisingly wide in scope. They not only use marketing automation to promote its robust online presence, but they also publish in magazines, have their own TV division that produces high-quality videos of extreme sports and inspirational topics, and even their own music record label. So in an effective way, Red Bull has created a brand “myth” that encourages people to buy its energy drinks.
Content Marketing + Marketing Automation
Today, much of content marketing is done online. This isn’t much of a surprise given the fact that the global economy basically runs on the Internet. You have certainly seen examples of content marketing in many forms, which include videos, infographics, blogs, and podcasts.
Not surprisingly, all of these tools generate a tremendous amount of data about customer habits and desires. There is so much information produced that it is virtually impossible to manually track, analyze, and catalogued all of it.
So how do you manage and use all of this data? The answer is marketing automation. Marketing which gives businesses several tools in the form of software platforms and other technologies to increase brand awareness and assess customer data.
Specifically, marketing automation can effectively help businesses with the following tasks and activities:
- Administer promotional efforts across marketing channels (social media, email, websites, text messaging and so on)
- Automate repetitive tasks, which can help free up staff and resources to focus on more important business matters
- Increase sales and boost return on marketing investments
- Accelerate business growth
The key advantage of marketing automation is that the software just doesn’t simply send out or post generic content to customers; it customizes the content according to each person’s unique behaviors and attributes (or to a basic “profile” of a typical person who likes a specific activity or product).
In other words, the content is still useful and relevant but delivered in a personalized manner to established customers—to keep them interested and engaged with the brand—and to potential customers.
This is particularly helpful for a small business’ marketing strategy because it does not take a substantial amount of effort or investment to write a blog or create an infographic.
Meeting YOUR Business’ Perfect Match
The good news is that there are a number of different marketing automation platforms and software available today to fit various business’ needs and budgets. And help is also available, if you need it.
The expert team at Moda Partners specializes in building content and digital marketing strategies, content creation, and also marketing automation. Get in touch with us today to learn more about how we can help your business grow.