Duck tape your content marketing
The origins of duck tape (or duct tape as some call it) date back to World War II. The tape was originally developed by Johnson & Johnson to seal ammunition boxes. Soldiers needed a way to seal ammunition cases against moisture. The tape was required to be ripped by hand, not cut with scissors. It was easy to apply and remove, and was soon adapted to repair military equipment quickly, including vehicles and weapons. This tape, colored in Army standard olive matte drab, was nicknamed “duck tape” by the soldiers.
Likewise, content marketing evolved from beginning uses of content. As early as 1891, when small packages of baking powder were sold with recipes printed on the back, content has delivered relevant information for people seeking it. Fast forward to today, with more consumers searching online and using digital communications, the need for marketing to evolve has led to a boom in content marketing. But like all things, certain uses are still being developed and explored.
Take the origin of the duck tape example. Since that time there have been literally thousands of different uses and applications for duck tape, including actual HVAC duct work, the space program, auto racing, aircraft, everyday household repairs and fixes, and even in fashion, as a recent craze featured a scholarship contest for creating prom dresses made out duck tape.
Likewise, you should be exploring new and different ways to use content marketing as an effective tool for your company. Consider the recent survey by Forrester regarding how effective content marketing has been in delivering business value over the past 12 months. Of the respondents, 51% said content marketing is only somewhat effective; 27% didn’t see any effect; 6% said it was somewhat ineffective and 1% said it was not effective at all. The study goes on to conclude that marketers are encountering a problem with execution of their content marketing. Having content for the sake of content will not be effective. There has to be more thought around how content can work in different ways toward the success of your business.
Simply put, duck tape your marketing. Let’s explore three different ways to utilize content marketing that you may or may not have thought of:
1. Establishing your brand as an expert and thought leader in the industry. OK, I’ll admit that this one is more common; however, you would be surprised at how many marketers are still not taking advantage of content marketing to accomplish this goal, or they are approaching from a completely warped angle. Many companies are simply putting information on their sites for information sake. I’ve found quite often marketers are using content that originated from another source. Quoting studies or reports in your information is one thing, but simply reposting content from another source in its entirety is a detriment for marketers. The information that you provide speaks volumes about you to those who come across it. Will they perceive your company as an authority and a place to find timely relevant information, or will they simply move on to the origin of your reposted information and not give you a second thought? The information you provide should speak to your expertise, experience and why you are a trusted source for a particular subject.
This is where I need to warn you of a very common mistake: talking yourself up too much. In an effort to establish themselves as an authority, a lot of marketers push content that is all about them. It’s called talking at your customers instead of talking to them. Consumers relate to content that addresses issues and problems that they are experiencing or that they need to solve. Instead of writing a blog article about the 25 years of experience you have at providing landscaping services, try creating a checklist that consumers could use like “Eight things that indicate a landscaping service may be the solution for you.” Developing content that consumers will want to engage with is a big step, but one that must be taken in order to establish your brand as an expert and thought leader in your industry.
2. Gather valuable information and build an opt-in email list. Many marketers don’t realize that one of the uses of content marketing can be to build an opt-in email list for people who are already interested in your brand. In exchange for content such as an ebook, checklist or guide that they want to access, require them to provide an email address to receive or access the content. Using data capture forms on particular pieces of content is a way to use content marketing to gather valuable data about your customers that can then be used in outbound communications, particularly trigger emails or other automated marketing techniques.
By using content marketing to gather personal information, you can create a database that will begin to help personalize and customize future communications. It allows you to engage consumers in areas of interest to them. It can also help in the development of the types of content your audience is partial to, guiding the direction of future content that you create. The more relevant and personal you get with your audience, the more effective your content marketing and communications will be.
3. Increase the quantity and quality of leads for your company. Content marketing can also be used to drive leads for your brand. Most marketers state that increasing the number of leads they receive is a top priority for them. This is also the main reason marketers first engage with content marketing. The fact is that using content marketing to increase the quantity of leads is only one aspect that content can help with. Increasing the quality of those leads is also very important. Effective content can be designed to address both situations simultaneously. Remember those data capture forms mentioned in using content to build a database and opt-in email list? Those same forms can also incorporate tactics to collect specific information that will aide in the qualification process. As your content marketing increases engagement with your brand, it can be modified to specifically increase leads, and at the same time, have some level of qualification attached to those leads.
When it comes to content marketing, there are numerous ways to adapt its usage to accomplish various goals that are beneficial to your brand. We’ve come a long way from simply printing recipes on labels. Duck tape your marketing, find new ways to use this constantly evolving tool and sign up for J&C’s Content Marketing Assessment to optimize your marketing communications.