Long before Content Marketing became the trend of the year, we were routinely using content in various formats and platforms to do our marketing for us. Yet, content marketing, with its inherent focus on customer engagement, lends itself better to certain marketing activities over others.

Let’s look at the top 3 places we can use content marketing immediately.

1. Social Engagement: Even as millions piled onto the social bandwagon with self-serving posts, tweets and pictures, there was little or no REAL engagement from the “followers”, most of which were usually fake.

But in the context of content marketing, social engagement has a whole new mean-ing. Replace the “me” with “you” or better still “us” and find common ground be-tween your customers and yourself to build a better recall for your brand.

Image Source: https://labs.openviewpartners.com/

2. Customer Service: The best time to build a rapport with anybody is when they want to speak with you and not necessarily when YOU have something to share. This principle is best applied in skilled resources in charge of customer care or service. This support can take the form of chat, phone support, or mails BEFORE or AFTER a sale has been made. Unfortunately, trainees and newcomers are often handed these roles as service is not always seen as a profit center. Also, in companies that it is seen as so, the support team is tasked with “pushing” customers to purchase upgrade warranties and accessories that they have not asked for rather than focusing on solving customer problems and building a better brand experience.

Source: https://www.getcloudapp.com

3. Product information: While sales collateral is almost never covered under content marketing, truth is it is time we stopped viewing social, support, marketing, or sales as independent silos and worked to create a more seamless experience for customers. Read here to know how outdoor retailer REI is making this a reality.

Product details need to be made more user-friendly by the inclusion of reviews, comparison charts, videos, dimensions, and all the other metrics that can help a customer arrive at a decision faster.

source: https://webmarketinguru.com

To read more about how to leverage the power of content marketing, download the e-book “Content Marketing Vs. Marketing” that uses everyday metaphors to
deconstruct valuable marketing principles.

Author's Bio: 

While sales collateral is almost never covered under content marketing, truth is it is time we stopped viewing social, support, marketing, or sales as independent silos and worked to create a more seamless experience for customers.