For Expert Digital Marketing Fort Collins Relies on A-Train | 50 Percent Rule for Outbound Communications

Content

If you have embraced the concept of content marketing instead of or in addition to traditional marketing — and there are many reasons you should — it’s important to understand the key difference between the two: engaging vs. selling. As the expert in digital marketing Fort Collins turns to expert assistance with their content marketing initiatives, we encourage them to take a closer look at their outbound communications.

Provide Insights not Invites

There is still a place for traditional marketing, of course. And by that, we mean tactics that invite prospects to see that your offerings are the best fit for them. However, consumers today are increasingly more inclined to respond to content marketing. There, the focus is on providing insights and nurturing prospects with a steady stream of interesting and informative content in order to ultimately make a sale.

With content marketing (also called inbound marketing), most experts agree that you should keep overtly “salesy” pitches to a minimum. People today are tired of being sold to and instead want to be collaborated with. Many say that your sales pitches should make up no more than 50 percent of your outbound communications. And some organizations achieve tremendous success with a number far lower than that.

Say What?

Companies new to content marketing will frequently ask, “If we’re not pitching our products and services, what can we talk about?” Good question! One of the keys to inbound marketing is learning to look at your offerings and your operations differently. As you develop a wider and deeper perspective, you’ll see that there is a great deal of helpful information and resources you can share with your target audience, including:

  • Checklists, forms, etc. Any type of tool or “template” that your prospects can use to do their job better or make their life easier will be much appreciated. For example, if your organization provides mental health services, a short list of the symptoms of a particular condition can be helpful for someone concerned about a loved one.
  • Educational material. Has there been an advance in technology associated with your industry? Research it and digest it. Then provide your prospects with a clear and concise explanation of what it is and how it works.
  • Surveys. Rather than telling people about your products, ask them about their needs. It’s a great way to show that you are interested in helping them. Being a “good listener” is crucial in any kind of relationship — business or otherwise.
  • Humor. Of course, you don’t want to go overboard with this kind of material. But, your target audience will appreciate it if you occasionally share a tasteful, funny piece. And doing so helps to humanize your organization.

As you can see, none of the items above are salesy. Consequently, they will all be welcomed by your prospects and help strengthen your relationship with them. Plus, when you make the tactical decision to reach out with a true sales piece, your trusting and well-informed audience will be much more willing to consume that content.

Get Help with Digital Marketing Fort Collins!

When it comes to digital marketing Fort Collins has trusted A-Train Marketing for nearly two decades. We provide everything from time-tested strategy to cutting-edge creative. Ready to do more with your content marketing? Give us a call!

Tips on How Marketing Firms in Denver Repurpose Content

Content

You’ve invested time and effort into creating and promoting an insightful and engaging piece of marketing content. But, after an initial surge in interest, it’s not being requested much anymore. Consequently, it’s probably time to move on to other projects knowing that this piece has had a good run, right? Wrong! As one of the leading marketing firms in Denver, we understand that like a cat, great marketing content should have at least nine lives!

What Does it Mean to “Repurpose” Marketing Content?

“Repurposing” marketing content means repackaging some or all of the information in new and interesting ways. Some people may think of that as “cheating.” And if all you do is change a few words and repromote the piece as “new,” it really is. However, there are ways to put a new spin on previous works that add value for your audience. For example, you can:

  • Break long-form content into smaller chunks. Pieces like white papers and case studies often have components that work well as stand-alone items. For example, charts, graphs, and other visuals might be used to create an infographic that is very appealing to someone who doesn’t have time to read the longer work.
  • Combine small pieces into a more comprehensive item. Over time you may see that you’ve written repeatedly about different aspects of a particular topic. Bringing that content together into a more start-to-finish work can be helpful for someone who wants to get the full scoop in one document.
  • Update a document with new information. If you wrote something a few years back and now the technology or best practice that you covered has evolved, add some new perspective to the old piece. Voila, you’ve gotten more mileage out of it!
  • Cross-promote an old piece in a new one. Sometimes all it takes to make an old document, blog post, or video relevant again is to draw attention to it in a new piece of marketing content. Consequently, this is a favorite tactic of marketing firms in Denver.
  • Explain a new point of view. Just like technology and best practices change over time, your organization’s opinion on something can evolve as well. If that happens, you can update an old piece with your new outlook. While it might seem unwise to contradict yourself, people will appreciate that you are open-minded and honest.
  • Try a new channel. It seems like an innovative platform for sharing information is launched every time you turn around. If you’ve not yet shared your content on that channel, give the material new life there.

Maximizing Your Content ROI

In conclusion, your content is a business asset. As such, you want to get all the value you can out of it. True, you don’t want to overuse a piece. Yet, there’s nothing wrong with updating it, presenting it in a new way, or showing it to a new audience. As one of the top marketing firms in Denver, we can help you repurpose your content in ways that produce outstanding results and deliver more bang for your marketing buck.