A couple of weeks ago I wrote about some of the initial strategies that you should consider to make your marketing more credible. You don't need to execute on all of these strategies to increase your credibility but you do need to pick the ones that will have the greatest impact with your audience.
Over the next few weeks I want to look at each of these strategies in more detail so you can pick the best ones for your start-up. The first strategy I want to explore is around creating valuable content.
It's no secret that being found is crucial and search loves fresh content. A lot has been written about this topic by the various experts in search, content marketing and inbound marketing. But creating valuable content is not a new strategy.
Content that your audience finds helpful and educational will, and always has, made your marketing more credible. At the same time, content is the cornerstone of all successful marketing campaigns. Prospects will continue to engage with you if they see you as a valuable and trustworthy resource.
What is news is the number of different tactics and content types you can create and how this content can be disseminated to your audience and help you get found.
Previously, your options for creating content were limited to different types of marketing collateral like white papers and application notes plus the content that was posted on your website. Increasingly, more content moved online and webcasts became important along with video and podcasts.
Now, with social media platforms from Twitter to blogs and YouTube to Facebook, the ability to create and share content is easier than ever. This has clearly led to an explosion of content in different media types with some content being more compelling than others.
And that's what you need to capitalize on to make your marketing more credible. You need to create valuable content. It's not about the platform or the media type.
You need to create content that is more compelling to your target audience because it is educational not promotional, easy to understand not full of jargon, and helps your customer solve their problems. That valuable content can then be easily adapted to the different media types and spread across the different platforms.
Without compelling content, your marketing will not be credible, your company won't be found and you won't have successful marketing campaigns. Creating valuable content is THE key to your marketing success and a strategy you don't want to ignore.
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