As the terms "content marketing" and "inbound marketing" gain greater traction, it's important to note the ways they are the same and different from previous types of marketing and how they relate to each other.
Smart companies understand that everyone in their organization is in the customer service business and everyone helps market the business through their daily interactions with customers and prospects. So, the end goal of marketing has not changed. We are still in the business of connecting the right people with the right product or service.
While some of the basic units of effective marketing are the same, the strategy and process of getting to the end goal are a bit different. And of course, we're calling it something new. Continue readingBuffer Share this:
To put these topics in appropriate relationship to each other, it’s best to begin with a definition of content marketing. The Content Marketing Institute defines content marketing as ‘the creation and distribution of educational or compelling content in multiple formats used to acquire and retain customers.”
What do we mean by “content”? Content can be as short as 140-character tidbits to share on Twitter or it can be long-form white papers, articles, videos, etc. To be valued, the content has to be informational and topic-focused rather than the traditional product focused marketing of the past. Continue readingBuffer Share this:
For years, the interruption model was effective in using broadcast and advertising media to inform prospects of a company's goods and services. Now, despite the channel, prospects are experts at dodging and ignoring broadcast and print ads.
The new effective method of marketing is through an invitation model where a company builds relationships with its community and freely shares content that is important to that community. Companies accomplish this through outbound communications such as newsletters, white papers, videos and social media while letting prospects know they are ready to serve when the prospect is ready to buy. This is called content marketing. Continue readingBuffer Share this:
As the Internet becomes an increasingly mainstream part of everyone's life, connecting with educators, schools and districts online has never been more important to educational publishers than it is right now. Fortunately, the highly interactive nature of today's websites makes it easier than ever to facilitate conversations that highlight the need for your products and also draw visitors deep into your website to investigate your offerings.
But building a strong website isn't enough. K-12 educators and industry decision makers need to be able to easily find your products and services online. Neglecting search-engine optimization strategies (SEO) for your website, means limiting visits to your website and leaving educators unaware of the help that you offer. Continue readingBuffer Share this:
SEO is critically important to any business, but especially so to educational publishers. When teachers and educators search for quality content that impacts their students' academic success, they need to find programs and solutions as quickly as possible with as much supporting efficacy evidence as is available.
When SEO is used correctly, you can help ensure that web searchers looking for keywords that are core to their needs and interests will find your web pages at the top of the search engine results. Appearing at the top of the lists of results assures the searcher that those links will take them to content that is relevant to their informational needs. Continue readingBuffer Share this: