Content Marketing

The Ultimate Guide for 2021

What could you do with more high-quality leads? What if you could close sales while you sleep? Or generate flawless, branded word-of-mouth advertising?

Why Is Online Content Marketing Important?

In this Ultimate Content Marketing Guide, you’re going to learn why content marketing matters, its benefits, how it can work for your specific type of business and how to get started.

According to DemandMetric, Content marketing costs 62% less than traditional marketing and generates about 3 times more leads. Lower cost, 3x more leads.

Content marketing is about knowing how your ideal customer thinks. It’s about creating content that answers your customer’s questions and shows your customers how your products and services offer solutions.

It is also about making sure your target audience can find that content, then pointing them toward the next step so you can realize a greater marketing ROI than ever before. It’s organic and it’s effective.

It’s content marketing, and it’s about to revolutionize the way you promote your business.

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Chapter 01Content Marketing

 

Content marketing is a multi-faceted strategy for making your brand more visible and collecting quality leads.

It’s a bit different than other types of marketing because it involves not only the distribution of content through all the right channels, but the creation of that branded content as well.

Let’s start where all great content marketing strategies do: with the content itself.

Content

What is content?

Online content is your intellectual property in any number of forms, including blog posts, press releases, video, longform content (guides like this, for example), white papers, case studies, eBooks, templates, listicles, user-generated content, infographics, custom images, research reports, transcripts, audio recordings (like podcasts), news articles and dozens more.

So if you’ve ever wondered, What is content? or What does ‘content’ mean?, wonder no more. You now have an idea of just how many possibilities there are when it comes to content, it’s only limited by your creativity and imagination.

Content Marketing Definition

So what is content marketing?

Content marketing is focused on creating, publishing and distributing content for your target audience online to drive consumer action, such as brand awareness, lead generation or sales.

To further define content marketing, it can help to look at brand awareness. In order for your ideal customers to buy from your brand, they must first know that it exists, and it should come to mind whenever they think about the problem(s) it solves.

Brand awareness is an essential growth strategy that can help position you or your company. Brand awareness was the number-one objective of every business in this survey:

Source: https://instapage.com/

That’s brand awareness, a primary benefit of content marketing. Only after brand awareness is achieved can goal-level lead generation and sales take place.

The best content marketing definition we’ve found comes from the Content Marketing Institute: “…content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood audience with the objective of driving profitable customer action.”

Content Marketing that Works

In order to understand how content marketing works, let’s look at the role of internet search in brand awareness and lead generation.

First, 90% of consumers expect a brand to deliver relevant content. Why? Because trust is the number-one factor in sales.

A hard sell on a landing page is rarely going to foster the high level of trust necessary for consistent conversions. Instead, consumers expect brands to prove their expertise, share valuable information and more, with content.

Content is how consumers learn about brands and their stories. It’s how they decide whether or not a brand is trustworthy, credible and delivers great value. And it’s how they know if they can connect with that brand’s vision, mission and values.

Digital content marketing, video content marketing and SEO content marketing that work give them all of this and more.

And that’s how content marketing drives sales: it allows consumers to navigate information the way they want to receive it. Then every piece of content moves them further along the path to purchase.

Size Matters. According to a SEMRush 2019 survey, articles that are over 3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles.

Content marketing is the number-one task outsourced by marketing professionals. When content is created specifically for a brand’s target customer, when it offers value, when it’s distributed in a way that puts it in front of the ideal client…that’s content marketing that works.

An effective content marketing agency knows just how content marketing should look. Reputation Rhino is one such content marketing company, and our content marketing specialists are ready to learn about your brand so we can help you reach all of your marketing goals.

Chapter 02The Importance of Content Marketing

 

If you have enough traffic and more leads than you can handle, you probably don’t need content marketing. But if you want more links, more visitors and more sales, it’s time to invest.

Content marketing is so important, especially now, because if your brand does not have an online presence, complete with quality content, you will struggle to compete. That’s why 78% of companies employ at least one content marketing specialist, and why 24% of marketers increased their content marketing budgets in 2020.

The benefits of content marketing, as part of a solid content marketing campaign, are virtually endless—particularly when you consider content marketing ROI. The cost of content marketing is not only 67% less than traditional marketing, it generates 300% more leads.

Content marketing companies recognize the importance of content marketing for startups. It is the single most effective method for creating a recognizable brand voice, demonstrating expertise, and building trust, reputation and authority.

Content marketing services also understand the crucial nature of content marketing for small business. A content marketing consultant will not only provide content marketing ideas that small businesses can use to compete, they will also work to generate a customer base, engage prospects, drive sales and inspire word-of-mouth advertising.

The best content marketing agencies also know that effective B2B marketing is only possible with a content marketing strategy that drives traffic, builds a community and produces leads.

As you can see, the benefits of content marketing are virtually limitless. Top content marketing agencies around the world know that high-quality, strategic content marketing:

  • improves brand visibility
  • creates brand awareness
  • improves traffic
  • engages for longer periods of time
  • nurtures trust
  • generates leads
  • converts
  • establishes authority
  • cultivates loyalty
  • increases profits
  • grows business

Now, of course, if your SME, startup, nonprofit or B2B doesn’t need any of that, then content marketing is non-essential for your continued operation.

On the other hand, if you could use more of even one of those benefits, you’re ready to learn about the different types of content marketing.

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Chapter 03Types of Content Marketing

 

Because every brand is distinct (or at least it should be) and every customer has unique needs, there are different types of content marketing. The kinds of content marketing you’ll use will be determined at the intersection of your brand’s voice and your ideal customer’s learning preferences.

The places where your prospects are spending time, the types of devices they’re using, the times of day they’re browsing…all of this and more will affect the content features you choose.

What’s a content feature? It’s the form that content takes, in response to the brand’s objective. In other words, if you want more visitors to your website, your content feature might be a landing page, and your content marketing a PPC (pay-per-click) ad campaign and SEO (search engine optimization).

If your objective is engagement, then your content feature may be an ice-breaker in a chat room, and your content marketing for that feature might be a blog that talks about the chat room and invites readers to participate.

The very best content marketing employs the many content-feature and content-marketing options available.

A skilled content marketing firm can study your brand, get to know your ideal client or customer, and employ the types of content marketing that will attract, engage and convert the people who need what you have to offer.

Content Marketing Formats

Content marketing comes in many forms, and the types of content available for use are only limited by your purpose and ingenuity.

What appeals to your ideal customer? What will engage them for the longest period of time? What is most likely to make then want to return for more? Share? Make a purchase?

As you get to know the people who need your brand the most, consider the types of content that will attract and endear them to your brand. Here are just a few examples of different types of content:

  • Blog Post: an article published on your website’s blog, written to educate, entertain, emote, incite…your audience, specifically.
  • How-To: whether in written, image or video form, a how-to will prove your expertise and indebt people to your brand.
  • Case Study: A case study will awaken empathy within your audience, as long as the subject of the study has the same problem(s) or pain they’re enduring. It also demonstrates how your solution looks in action, to build trust and proof of concept.
  • eBook: Publishing an eBook not only crowns you with the title of author, it provides information so valuable that readers should feel that they’ve gotten great value. It can establish your brand as an authority, prove your expertise, tell your story…or any number of objectives necessary for moving your prospects closer to purchase.
  • Web Content: Your webpages are your virtual store front, and there you have the opportunity to hook your audience and draw them into your brand.
  • Vblog or Vlog: A video blog (or video log) can be published on your website or on a social media account, and generally consists of short videos that chronicle a journey of some sort.
  • White Papers: The best way to describe a white paper is to compare it to an essay. An essay begins with a thesis statement and goes on to prove why it’s true. This could be a valuable tool as you work to educate people about why your solution is important.
  • Video: If your target audience is rich with digital learners, then video will prove essential for all types of objectives. How-to’s, case studies, and time lapse videos are just a few examples of how video can enrich your content format mix.
  • Social Media Posts: Social media has many great content marketing strategies to offer (and we’ll get to that in Chapter Five), but it’s also a great place to create content like live videos, memes, polls, images and more.

As you can see, you have many different types of content to choose from as you decide how you’ll engage your followers and attract new ones. Each type of content serves a broad purpose, and when you customize it to your prospects and your purpose, it will move you toward both short-term and long-term goals.

Now let’s clarify content marketing even further by looking at some examples.

Chapter 04Content Marketing Examples

 

If you want to learn how to market your content, you should first look at the content marketing your competitors and peers are using. You may discover that you’re the first to arrive or that the party’s already started. Either way, it’s never too late to get in the game.

For example, if you are doing blog content marketing for an executive recruiting or staffing company, you may want to write about topics such as How to Write the Perfect Cover Letter, How to Improve Your Resume, What Not to Say During an Interview, or How to Negotiate for a Higher Salary.

If you are content marketing for a financial advisor or investment professional, you’ll want to write about topics such as How to Choose an Insurance Policy, How Millennials Can Pay Student Loans and Save for Retirement, or Protect Your Assets in the Event of Death or Divorce.

For every content marketing example you find, you’re likely to imagine up five more. Once your mind is open to all the content marketing possibilities, you will be better equipped to customize that content marketing. Let’s look at a few more examples, using different types of content marketing.

For social media content marketing, let’s say that you’re a photographer specializing in weddings and other formal events. The content you produce might be something like The Importance of Lighting when you Choose your Venue, The Eight Questions you Should Ask any Photographer, or How to Best Preserve your Photo Memories.

The content can be created in any form that appeals to your target market—video, blog articles, eBooks…or any combination of these. Then, no matter where that content is published, head to social media to share it. We’ll delve further into social media content marketing strategy in the next chapter.

Podcast content marketing is filled with possibility. Not only can you market to interested parties, asking them to subscribe, you can share podcast recordings on social media and on your website, use the transcripts to create written content, assemble an eBook from those transcripts and create subsequent discussions on social media and in forums.

Video content marketing is also an area filled with opportunity. For instance, you can upload a video to YouTube, share it on social media, embed it in a blog post and on a webpage, use it in an email campaign…and much more.

Another content marketing example is infographic content marketing. Custom infographics can educate in ways that are unique to your brand, incorporating your brand colors and fonts with language and visuals. Once created, these infographics are readily shareable on social media, in blog posts, on webpages, in eBooks, emails, white papers and so much more.

As you can see, the possibilities are only limited by your imagination and what your ideal customer wants. You are the expert. Once you have identified some of the topics that are of interest to your audience, it’s time to start writing or find a company that specializes in content marketing or blog marketing to help.

One advantage online reputation management companies offer is access to a wide range of publishers that can publish the newly created content or magnify its visibility. For example, at Reputation Rhino, we have content publishing relationships with over 3,000 blogs and news sites.

Not only do we create and promote high authority positive content, such as news articles, press releases, executive interviews, blog posts, etc., but we can support that content via advertising and link building so your content will achieve maximum search engine visibility.

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Chapter 05Content Marketing Strategy

 

What is a content marketing strategy? The Content Marketing Institute says it’s, “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

  1. What type of content will my followers find valuable and relevant?
  2. How can I market that content to attract, retain and drive profitable action?

First, write down various topics that are of interest to your target audience. This is what you’ll want to create your content around, because that’s what they’ll be searching for.

Next, research to discover what types of content your target customers prefer. Are they digital learners (video)? Auditory (podcasts)? Visual (written content)? Kinesthetic (hands-on experiences)?

Most markets represent a variety of learners with one dominant learning preference. Use what you find to create a marketing mix that will appeal to everyone in your audience, but particularly to the majority.

Content marketing is not just about filling white space on a blog or a post on social media sites; it is about being smart, innovative and strategic in all stages of your selling cycle. Content could be a compelling infographic or video, as images can be more powerful sometimes than words.

Now, it’s time to strategize how you will market that content. Some of these methods are built into the content itself, while others will require subsequent sharing and promotion.

Content marketing assumes two things: that the content is relevant/useful and that it is focused on engaging a specific target demographic. So instead of advertising in national print media, you might buy pay-per-click advertising on search engines that reaches the age, gender and geography of your desired audience.

When using PPC Advertising, make sure your copy is optimized with keywords and phrases that are directly related to your target demographic. The result will be a campaign that is more effective and affordable.

In addition, in order to hit your target, you might also choose platforms that are more directly related to your industry. So while using Google Ads can be an effective method of PPC content strategy for digital marketing, you might also choose forums that are more industry-specific.

Similarly, a highly effective SEO content marketing strategy takes a good content strategy and makes sure the people who need it most can find it. Search engine optimization, or the optimizing of online content, includes keywords and phrases so that any form of communication you put out there will show up in online searches.

Content marketing services understand the importance of using heavily searched keywords with minimal competition in order to rank on the first page of Google, which is really the only page that counts.

A social media content marketing strategy takes into account which social media platforms your target market is using most, at what times they’re active and what types of content they’re engaging with.

Online chats and groups on social media sites such as Facebook or LinkedIn are great places to share advice and answer questions—which will establish you as an expert in your field.

Social media presents valuable opportunities to create content, share content from users and other relevant pages, and to distribute content you’ve generated. Hashtags will help your target market to find your social media posts, which should always have an objective and a call-to-action.

When you’re a business marketing your content to other businesses, a strategy is crucial. The most common and effective forms of B2B marketing are white papers, eBooks, case studies and social media. Content marketing tips for a B2B content marketing strategy include:

  • sell your story (because people want to know they can relate to your brand)
  • create an experience for your followers
  • give them opportunities to have a voice and collaborate with you
  • market content that is related to their industry (because their choice of career says a lot about them)
  • measure the metrics (because the proof of concept is always in the numbers)
  • market on LinkedIn (that’s where professionals hang out)
  • focus on quality (because they know what they’re talking about, too)

Content marketing means that your content is thought-provoking, in order to engage your customers. Even large companies like Coca Cola and Volkswagen, with millions of dollars in their annual marketing budgets, are choosing promotional strategies that include content marketing.

While blogging is a form of content marketing, it is essential that blog posts be optimized with the right keywords, as well as contain relevant copy related to the issues in your industry. A blog must include timely copy, so updating it once every quarter is hardly effective. Adding fresh content to your blog (at least once a week) will make crawlers more inclined to use your copy in searches.

Now that you have a better handle on what a content marketing strategy’s purpose is, and what that might look like for you, let’s talk about a few content marketing strategy examples.

Let’s say you’re a lawyer with a podcast about precedent, common types of lawsuits and stories from the courtroom. Every Tuesday, you broadcast live for an hour.

  • advertising of your podcast on social media, with a call-to-action to subscribe
  • a preview of the next podcast’s subject matter at the end of each episode, with a call for listeners to invite friends
  • an invitation for people to further discuss the podcast’s topic in a forum, to build a community around your brand
  • a search-engine-optimized transcription of the podcast published on your blog, with a call-to-action to subscribe to the podcast for future episodes
  • sharing of that blog post on social media, with a call to subscribe to your podcast and blog

Or, perhaps you’re a health care provider who wants to grow their patient list:

  • publishing of a guide on how to manage diabetes, with a call-to-action directing readers to contact your office
  • an optimized blog post piquing the interest of diabetic patients, with a call to download your white paper
  • a post on social media, with a link to the blog post and your contact information
  • an offer to download the white paper on social media, with your contact information
  • a video of you speaking directly to diabetics, and urging them to read your white paper
  • sharing of that video on your website, in an email and on social media

Now that you’ve seen some examples, it’s time to devise a content strategy framework. It may be helpful to find a good content marketing strategy template.

Ultimately, this is your plan for accomplishing a particular objective. That means each objective (discover the brand, join the mailing list, register for a webinar, make a purchase) should have its own content strategy framework, to include:

  1. the purpose for creating the content
  2. for whom it will be created (market subset, perhaps)
  3. type of content
  4. what emotions should be provoked to trigger action
  5. how the content will be created
  6. where it will be published
  7. how it will be shared
  8. the next step (call-to-action)

When we talk about content strategy vs content marketing, the differences are slight, but significant. Content strategy and marketing both aim to accomplish business goals with content; however, one has general goals, and the other more specific.

Content marketing is the creation and distribution of content, as a whole operation. Content strategy gets down to the particulars of accomplishing that large objective with a series of targeted, cumulative tasks.

Within a content marketing company, the content marketers will name the goals and define how content will help to achieve those goals. The content strategists will develop the plan for making it happen.

If you’d like to give creating a content marketing strategy a shot, start with that template. You’ll know if your strategy is working when your metrics improve. Pay particular attention to the metric associated with that specific strategy’s objective.

If you wanted to increase website traffic, add time to a particular page’s visits, get more likes on your Facebook page, or add more names to your list…track the numbers. If you’re not seeing results, revamp your strategy.

Not sure you’re ready to create a content marketing strategy? Or just need some help?

Reputation Rhino is a content marketing agency that designs, develops and distributes content across all relevant channels to promote your brand. Need help with content marketing strategy? Contact our content specialists today.

Chapter 06Content Marketing Tools

 

Any job is made easier with the right tools. If you’re feeling some apprehension about content marketing, the good news is that there are content marketing tools out there to help you create and share your best content.

  • Trello enhances content marketing and strategy productivity with organizational tools like lists, cards and boards. You can interact and share with other team members on this platform.
  • Hootsuite lets you manage all your social media posts from one place. Schedule them in advance to free up time and to ensure that you’re being consistent with content sharing.
  • SEMRush helps you find the keywords your target market is using, provides competitive analysis and works to provide you with keywords your competitors never even thought of using.
  • BuzzSumo tells you what your competition is writing about, analyzes your competition’s content performance, alerts you when competitors publish new content, tells you what types of content are trending in your industry, points out the best influencers for your content and provides you with metrics to measure your content’s performance.
  • uberflip is a collection of content marketing tools to make lead generation and sales simpler. Your digital marketing strategy—including blogs, videos and more—can be managed from one central hub.
  • Ahrefs will tell you exactly why you’re not on Google’s first page. It shows you keywords, update frequency, backlinks, mobile ranking, traffic and much more for your website or any other.
  • ClickFunnels saves you the time of creating sales funnels from scratch. It guides you through the creation of customer journeys with proven templates.
  • Google Analytics is a content marketing tool that will tell you if what you’re doing is working. It will show you the level of traffic you’re fielding, but even more importantly, it will show you those visitors’ journeys, so you know where they’re getting hung up and where a content revamp might be in order. Take analytics a step further with HotJar, where you’ll learn even more about how well your content is working.
  • Evernote keeps track of your thoughts about current and future content marketing strategies. You can access your breakthroughs from any type of device and share them with your team.
  • invideo can prove to be an invaluable resource when it comes to creating video content and marketing videos. No video editing experience required. vidyard is another video marketing platform that’s worth checking out.
  • MailChimp can be your partner in marketing content via email broadcasts. It will aid you in targeting the right people, and will provide metrics so you can see how your emails are landing. For more email marketing options, check out Keap and GetResponse.
  • Canva offers a no-cost, simple alternative to software like Photoshop (which requires graphic design expertise). By simply opening an account, you’ll have access to all of their templates and editing functions for free. The only time you’ll pay is when you use a premium image—and even then, the cost is minimal. Canva is in sync with all social media platforms, so there’s no guessing about what size or resolution you’ll need when marketing your content.
  • MashShare taps into an important component of content marketing: the people who will share your content. With MashShare, you can add eye-catching social media share buttons to your online places, to make sharing simple.
  • Kred finds influencers who can affect your content marketing in the most positive ways. It analyzes your current reach and matches you with others who can raise your credibility.

Of course, this is not an exhaustive list of content marketing tools. It is, however, enough to get you started creating and marketing the content that will grow your business.

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Chapter 07Content Marketing for Business

 

Today, many of the traditional ways of marketing are ceding ground to content marketing. Once upon a time, companies poured millions of dollars into magazines, newspapers and broadcast advertising, but many of those methods are being reconsidered. It is estimated that 30 seconds of airtime at the most recent Super Bowl cost $4 million.

For large brands, a captive audience of 100 million is worth the expense and the advertising hype before, during and after the Super Bowl. It’s unmatched by any televised event imaginable, but what is a small or mid-size business to do?

Content marketing for business is the answer. When you set your content marketing strategy goals as discussed in Chapter Five, you’re likely to experience a higher ROI than with any other type of marketing.

Effective content marketing for small business will attract and convert customers who need your product or service now. An effective content marketing agency for small business will build visibility, awareness and your reputation among those who will need what you’re offering in the future, as well as those who can recommend your business to others.

If most of your customers make purchases in-person, at your brick-and-mortar location, you may not think this type of marketing is necessary. To the contrary, content marketing for local business is crucial. 46% of all Google searches are for local businesses. Be there with a content strategy, and you win.

Even content marketing for nonprofits is far more important than you might realize. It’s imperative that nonprofits share their stories, as well as their vision, mission and values. What better way to propagate that information than with content marketing?

And the list goes on, with every industry reaping particular benefits.

Let’s take a look at a few of those industries, along with some content marketing ideas for each.

Content Marketing for Restaurants

When content marketing for restaurants, it’s important to provide social proof and to build trust. Content marketing services that work with restaurants know the value of the “full parking lot” effect, and can recreate that with online content.

Some good article titles might be How to Check the Health Report of Any Restaurant, Simple Wine Pairings for Dinner and Trending Appetizers: Who’s Doing it Best in Los Angeles.

You may wish to pitch guest blogs to sites like Restaurant Engine, or bylined articles to publications like Food & Beverage Magazine.

Content Marketing for Healthcare

Top content marketing companies know that when you’re content marketing for healthcare, you create endless opportunities to educate and build a reputation as a trustworthy authority in the health and wellness industry.

Some headlines that may entice your target audience include Does Botox Work?, The Truth about Dementia, Common Eating Disorder Triggers and How the Patient/Provider Relationship is Changing.

When it comes to marketing that content, a press release can be submitted to a website like Electronic Health Reporter or an influential blog with your byline can be pitched to referral md

Content Marketing for eCommerce and Retail

Content marketing for eCommerce and retail can work to spread the word about special deals, start trends, establish a vibe and establish you as an influencer in your niche. The best content marketing agencies understand the importance of fresh, trending content for retail and eCommerce.

Stumped on headlines? Think along the lines of What are the Best Headphones to Buy , Tips for Finding the Best Online Deals for Luggage and What’s Trending in Fashion for Spring.

But that content needs more reach than your blog can provide. To access that reach, submit an ecommerce guest blog to Venditan or a retail guest blog to Zen Merchandiser.

Content Marketing for Financial Services

Few things require more trust than our money. Content marketing experts know that. And that’s why content marketing for financial services gives you the opportunity to demonstrate why you’re an expert, share case studies and give people good reason to trust you with their money.

If you’re a B2B financial services company, consider submitting an article to Kasasa’s Community Rising blog, or if you cater to consumers, try the Kasasa blog.

Some attractive topic ideas might be How to Make Sure you Have Enough Money for Retirement, The Six Financial Mistakes that will Ruin your Credit and Should You Invest in Cryptocurrency.

Content Marketing for Hotels

Content marketing for hotels is essential if you want people to entrust your establishment with their precious time. They want to enjoy their stay, and when you hire a content marketing agency, you’ll be giving them the content—and the confidence—they need to book.

Need inspiration? Write about How to Tell if your Hotel Room is Really Clean, Make the Most of your Trip to these Five Top Cities, The Latest in Hotel Design and Best Shopping Spots in [City]. Literary travel writing can appeal to your target audience, as well.

You can pitch your content to Go World Travel or Hotel & Resort Design.

Content Marketing for Lawyers

Content marketing services know that choosing a lawyer is a weighty decision, but with content marketing for lawyers, your practice can stand out from the rest.

Some examples of titles that may appeal to your target market include A Complete Guide to Child Custody in Texas, Choosing the Best Lawyer for your DUI Case and Why Yelp Won’t Remove that Review.

Then consider submitting it to Law Technology Today or Attorney at Law Magazine.

Content Marketing for Real Estate

When content marketing for real estate is relevant and consistent, buyers and sellers will see the value in working with your brokerage. The best content marketing agency will take the time to understand the current market, your target audience and the principles that set you apart from the competition.

Homes Go Fast and Real Estate Pro both accept guest blogs. You may also wish to check with your local real estate listing magazines to see if they accept article submissions.

Not sure what to pitch? How about When to Skip the Home Inspection?, Is it a Buyer’s or Seller’s Market in [City]? or The 12 Most Important Home Improvements to Increase the Value of Your Home?

Content Marketing for Home Repair

When content marketing consultants strategize content marketing for home repair, they understand the emergency nature of the industry, along with the need for quality and cost-effectiveness. Content can provide proof of all these checklist items.

When marketing for home repair, you’ll want to gain trust and establish expertise by helping people to complete simple maintenance and repairs around the house. These how-to pieces of content can be pitched to publications like HGTV Magazine and Dwell.

Not sure where to start? Some possible headlines might include How to Lay Tile for Beginners, The Importance of Floor Leveler and How to Fix that Dripping Faucet.

Content Marketing for Travel

Content marketing for travel is important because people want to know that their vacations and business trips will go smoothly. They want to be able to trust that their bookings are solid, and that they’ll arrive safely and on time.

The Alternative Travel Guide and The Expeditioner both accept article submissions from travel writers. Use opportunities like these to highlight areas of the world you serve, with calls to action included that point to your business (where permitted).

Some potential headlines include Five Destinations for a Romantic Getaway, Tips and Tricks for Saving Money on Airfare and First Time Flying After Coronavirus? What to Expect.

Content marketing for tour companies is essential, considering that most Americans spend an average of about $2,000 on vacations every year—and they want to make the most of every moment. Content marketing consultants understand that tourism companies must establish authority and trustworthiness.

You can work to accomplish that with titles such as Best Tours in Texas, The Top Ten Sites in Bali that Nobody Told you About and Unbelievable Photos from Venice.

Then read submission guidelines for sites like Tour N Travel Planner and Sand in my Suitcase and pitch your content.

Content Marketing for Cryptocurrency

Content marketing consultants can appreciate the demand for education in the area of cryptocurrency. And that demand fuels the need for content marketing for cryptocurrency.

Some article ideas for doing just that include A Cryptocurrency Lesson for Beginners, How to Invest in Cryptocurrency and Cryptocurrency Pitfalls: What to Look Out For Before You Invest.

In order to gain more exposure, you can pitch an article to CoinDesk or a press release to CoinTelegraph.

Content Marketing for Blockchain Companies

Content marketing for blockchain companies should not be overlooked. Because blockchain is still in a heavy phase of evolution, education is necessary so it doesn’t fall into the shadows.

You can market your blockchain company with topics like 5 Industries that Blockchain will Transform, What is Blockchain Technology? and Blockchain’s Role in Education.

That content can then be pitched to BitcoinerX and 101 Blockchains.

Content Marketing for Automotive

With content marketing for automotive clients, you know that trust is paramount in gaining new customers, as well as their long-term loyalty. Content marketing consultants are skilled in building the spotless reputation necessary for moving inventory and more.

If you sell cars, you might consider content titles like 12 Things to Check Before you Buy a Used Car or 10 Questions to Ask your Car Salesperson. If you repair cars, you might think about How to Break Down your Service Order or What to Look for in a Car Repair Shop.

You can then pitch your content to Driven Autos Magazine, Today’s Motor Vehicles, or any other publication or blog that caters to your target audience.

As with all pitches, no matter your industry, be sure to read not only the submission guidelines but previous issues or blog posts. This will increase your chances of suggesting something that will be of interest to the publication and their readers.

Always choose websites and magazines with followers that fit your demographic—including location and interests. And take note that most publications will require content that is 100% unique to them. That means it hasn’t already been published anywhere online or off, including your own blog.

Content Marketing for Business is a No-Brainer

We trust that you can see by now that a business without content marketing is a business that won’t be around for long.

The internet is the way people are finding local shops, small businesses and nonprofits. It’s also the way they’re learning about your business and deciding if they’ll make contact. The elevator pitch, the hard sell, the soft sell… have all gone digital, and they’re being executed with content.

Will your business stay in the game? Or will it tap out?

A Final Word about Content Marketing

Your own online places aren’t the only place you can market content. There’s also a market for your content on other platforms—which will multiply your content’s reach.

There are more online, print, radio, and television media covering individuals and businesses than at any other time in the history of the world. There is an insatiable thirst for new content, but the sheer amount of options can be dizzying and paralyzing.

If you are just getting started in content marketing, and are looking for opportunities to demonstrate thought leadership or contribute to others’ content, sites like HARO (Help a Reporter Out), ProfNet and SourceBottle can connect you to media.

You will need to do personalized outreach to authors and editors that cover your industry with a short, concise description of you, your company, or your products and services and various ways you may be able to help contribute your expertise.

The outreach can result in an exclusive interview, an expert quote or analysis for an upcoming article, or simply provide background for a story.

It is particularly important to understand the number of unsolicited pitches these individuals encounter daily and articulate clearly why you have something unique to offer.

It can also be helpful to develop a communications strategy that segments your target market so you can reach out to publications that serve that market. For example, computer programmers will be interested in a certain kind of technology content, but tech angel investors will expect something entirely different. One-size-does NOT fit all.

As you move forward with content marketing of all types, know that your content marketing strategy will be unique from any other. It should clearly reflect your brand’s voice; demonstrate your vision, mission and values; and accomplish your objective.

With the tools and advice shared here, you have what you need to get started. If, however, you need support or you simply don’t have the resources or the desire to keep learning about content marketing, then it’s time to contact a content marketing company.

Reputation Rhino’s content marketing specialists will create content. We will design, develop and publish that content—immediately followed by marketing through all the channels that will reach the people who need it most.

Contact Reputation Rhino today to ask questions, get more information or to break through your industry with content marketing.

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