Content Marketing is “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action,” according to the Content Marketing Institute
To create true Content Marketing requires a shift in how you position your products and services to develop an education-first approach to marketing. This means you must have a strong understanding of who your target customer truly is, what are the pain points they have that you can solve, and what places they frequent, both online and in person. Then, by making your customer the hero of your company story, you can create content that attracts, acquires and engages.
According to the 2016 B2B Content Marketing Report by CMI and MarketingProfs, only 32% of respondents have a documented content strategy. Yet 53% of the most effective marketers have a documented content strategy and 40% of the least effective marketers have no strategy at all.
The Pedowitz Group (TPG) can help your company be effective marketers by helping you develop a true Content Marketing operations approach. This requires the development of a Content Marketing strategy that, not only, aligns with your company’s voice and values, but connects to the bottom line.
TPG Content Marketing Services
Buyer Persona Development
We work with both marketing and sales to develop personas of your target audience. We help you choose the personas most critical to your business objectives and the end result delves deeper than demographics to create a 3-dimensional person to focus on with your Content Marketing efforts.
Buying Journey/Customer Lifecycle Development
Your audience engages with you through their own personal journey. We partner with your marketing and sales teams to create a buying journey more aligned to your customers’ engagement preferences, allowing them to stay in control while you utilize data and content to move them along the customer lifecycle.
Omni-Channel Customer Engagement Strategy
Today’s Content Marketing is all about reaching your customer with the right content at the right time through the right channels. Buyer personas and buying journey development will better ensure you are always in front of your customer when and where they need you most.
Content Marketing Operations Development
To become a true Content Marketing organization requires a different mindset from the traditional marketing approach. We help your marketing team develop a culture that puts content first, which leads to more engaged prospects and more qualified leads.
