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SMBs – Smitten with Content Marketing (for good reason..)

Content Marketing: What It Is and Why You Need It!

Content marketing may be a term you’ve heard tossed about lately, yet still may not know exactly what it means for your small business. Simply put, content marketing is the practice of creating, collecting, and making available fresh content for your readers. This may come in various forms, such as blog posts, articles, whitepapers, short reports, videos, podcasts, ebooks, social media and more. We are now living in an age that treasures information, and the more you can offer your readers with the more authority you will carry in their eyes, which can often produce better rankings, more traffic, links, and sales.

Content marketing is getting ever more popular!

According to, this year some 74 percent of businesses intend to do an increased level of content marketing. Just 4 percent are not. Many reasons exist for this, among them cost-effectiveness, near-instant results and control over the medium. With content marketing you are able to shape your message, control the flow, and utilize many different mediums to get your content to your market. For example, an article or blog post could be written, posted on your site, excerpted in social media, made into a video or audio and social bookmarked across the web. Repurposing your content for various platforms is the order of the day. Moreover, this can easily happen quite often, and an entire content marketing campaign can be realized quite rapidly.

Want an example of how content marketing made a difference?

The New York Times profiled a Northern Virginia company, River Pools and Spas, which was watching as their sales plummeted as a consequence of the housing recession of 2008. Incoming orders (average $50,000 per order) withered quickly from around six a month to less than two! Their earlier advertising budget of $250,000 yearly on radio, TV and pay per click advertising simply had to go. Owner Marcus Sheridan launched an ambitious content marketing campaign consisting primarily of blog posts and videos, and within a relatively short time, had not only regained what was lost but beat pre-recessions sales figures.

Content marketing can and really should be a major part of your online marketing strategy for 2013. The good news is that it’s all within your control!

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