<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=290086984736480&amp;ev=PageView&amp;noscript=1">
word-map-thumb

The Alternative Board Blog

Content Marketing Trends for Your Business

Apr. 10, 2017 | Posted by The Alternative Board Worldwide
content marketing

Content marketing continues to serve as a key marketing tool for businesses of all sizes. Those businesses that make a commitment to provide informative and useful content build a stronger bond with their target audiences, leading to greater sales and enhanced profits.

Why? “Content marketing works because if people trust you when the time comes around that they need your product, they’ll think of your company first,” notes marketing expert Brian Sutter. “That’s all content marketing buys for you: Familiarity and trust.”

Online content takes a wide array of forms, including:

  • Articles
  • White papers
  • Blog posts
  • Newsletters
  • Podcasts
  • Videos

All of these forms of content can serve as vehicles for the messaging you wish to get across to your customers. The key is creating content that offers value and meaning, not unabashed self-promotion.

Here’s a look at content marketing trends for 2017 that can benefit your company’s marketing and sales efforts:

Authenticity works. As noted, blatant efforts at boosting your business will invariably fail to connect with your chosen audience. Instead, people respond to authenticity—for example, stories of the challenges and solutions you encounter in your efforts to improve your services or products.

“Today, everyone feels entitled to a behind-the-scenes look at things,” notes Small Business Trends. “We want to see the final product AND how it was made.” Visitors to your site or social media platform are interested in your brand’s history and commitment to social responsibility, as well as how your product or service will solve their problems or enhance their lives.

Video offers a different way to tell your story. Increasingly, marketing departments and others charged with communicating with the public see the benefits of repurposing posted content into video form.

Obviously, not everyone responds the same way to the written word. Look for opportunities to retell your story—or provide valuable “how-to” information through video—that resonates with prospects and customers who like to see, rather than read. Videos of employee events and tradeshow demonstrations, for example, provide that appealing behind-the-scenes perspective. So do video customer testimonials.

Not convinced? Look at these compelling statistics:

  • More than 60% of users who watch a video are more likely to make an online purchase.
  • Placing a video on a landing page can boost conversion rates by 80%.
  • Nearly 100% of B2B companies employ video in their marketing campaigns.

At TAB, we get the appeal of video. That’s why we’ve created a brief, fun video that explains the TAB model and how it can benefit your organization. Take a look!

Influencer marketing remains strong. The power of influencers—prominent bloggers, social media personalities and industry thought leaders—continues to be a driving force in the arena of content marketing. If your brand becomes associated with these individuals, you gain access to a potentially huge audience (and prospective customers).

If you aren’t already doing so, research figures affiliated with your industry and reach out to them via their social media platforms. Create content that includes links to their sites and invites them to contribute to your platforms as well.

Enlist the resources and creativity of your entire organization. In many businesses, the responsibility for marketing resides solely in the marketing department. But some companies are beginning to leverage the creative potential that exists throughout the entire organization.

“It is simply not possible to streamline your content strategy if individual teams are working in isolated silos,” notes serial entrepreneur Marcela De Vivo. Not only does this open up new ideas for future content, employing this strategy means that “businesses large and small can ensure every employee understands the business’s goals and is working towards the same end.”

Want more advice for your sales process, or general advice from other business owners like you? Find out if a TAB Board is right for you!

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board Worldwide

Related posts

A Guide to Marketing Your Specialized Business

May. 29, 2018 | Posted by The Alternative Board Worldwide
  Specialized businesses have their own marketing opportunities and challenges. Also known as niche marketing, the focus is on connecting with a specific, targeted audience and communicating the...

Is “Emotional Marketing” the Best Way to Connect with Customers?

Apr. 24, 2018 | Posted by The Alternative Board Worldwide
According to the Small Business Association, “All humans feel four basic emotions: happy, sad, afraid/surprised, and angry/disgusted.” Of course, no business wants to spur feelings of disgust or...

5 Tips for Monitoring Your Competitor’s Marketing Strategy

Apr. 23, 2018 | Posted by The Alternative Board Worldwide
 No matter how unique their product or service, every business has a competitor (or more than one). This is probably a good thing because it means no CEO or business owner can become complacent or...

5 Tips for Leveraging Social Media to Boost Your Sales

Apr. 9, 2018 | Posted by The Alternative Board Worldwide
Like virtually everything else in business, sales activities have been forever altered in the digital era. Use of mobile technology, for example, has dramatically enhanced the ability of sales teams...

Top 6 Sales Pitch Mistakes Your Team Can't Afford to Make

Apr. 9, 2018 | Posted by The Alternative Board Worldwide
It was once considered acceptable to use a “one-size-fits-all” sales pitch with prospects, regardless of their business or industry. Like so much else in today’s marketplace, that sales practice is...

What Technology Is Best for Driving Growth?

Apr. 9, 2018 | Posted by The Alternative Board Worldwide
 Advances in technology have significantly leveled the playing field for small and mid-sized businesses. They now have access to much of the same technological resources previously available only to...

Use Technology to Enhance Your Employee Communications Efforts

Mar. 5, 2018 | Posted by The Alternative Board Worldwide
If improving communications with your employees was on your 2018 list of resolutions, there are many ways to leverage digital technology to achieve this goal. Businesses that still rely on a...

Common Communication Barriers and How to Overcome Them

Feb. 27, 2018 | Posted by The Alternative Board Worldwide
How well do you communicate with your executive team and with employees in your company? If the honest answer is, “Just OK,” there may be some communications barriers causing a disconnect between...

5 Tips for Improved Customer Communications

Feb. 20, 2018 | Posted by The Alternative Board Worldwide
When it comes to operating a successful business, nothing’s more important than communicating effectively with your customers. Adopting the wrong tone in your marketing or sales messages, neglecting...

Tips to be a Better Public Speaker

Feb. 13, 2018 | Posted by The Alternative Board Worldwide
  In addition to countless other responsibilities, many CEOs and business owners serve as the face of their brand. There may be no better opportunity to fulfill this exacting duty than by appearing...