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56 • Digital Blonde


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Content sells when you think like a publisher Marketing expert Karen Fewell explores the meaning of content marketing


Many of you have spoken to me either online or in person about my views on social business. One area of discussion has been around the point I made about content and how I expect to see more than just food photographs posted on your Twitter account. There are lots of reasons for this, but the one part of business we all want to see an impact on is sales.


What is content marketing? “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defi ned and understood target audience – with the objective of driving profi table customer action.” Content Marketing Institute The fi rst thing I


want to make clear


» Online research to fi nd companies » Online research to determine knowledge and expertise


» Online research to gather opinions of others about what they need and who is the best person to help


To allow your potential customers


is that content marketing isn’t just something that happens online. However, much of it does because of how the sales function of a business is changing. Traditional B2B sales heavily pulls on the time of the sales team. Research shows that B2B purchasers now self service 57% of that sales process with:


to self serve their sale, your business needs a digital footprint made up of content that positions you as an expert in your industry. Don’t just think about this content coming from the CEO, as they aren’t always the trusted person we think they are. According to a webinar with Jay Baer and Chris Baggot, company experts are trusted 66% of the time, regular staff are trusted 50% of the time, and CEOs are trusted 38% of time. However, in sales literature many companies talk to customers from the top, usually from the CEO. Research by eConsultancy shows


You can contact Karen with any your questions by tweeting @DigitalBlonde or emailing Karen@DigitalBlondeMarketing.com. March 2014


www.tuco.org


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