Where are you on your Content Marketing Journey?

Turning a business around to be content-focused is a fascinating journey, but definitely not for the faint hearted. You want to get to a place where your content is so good that it does your selling for you, with an army of fans who happily share it and refer you, where the act of promoting your business is one you actually enjoy – that’s content marketing nirvana.

The journey – from the decision to focus your efforts on sharing the kind of content your customers are looking for, to the point at which they choose to do business with you – is not a straight A to B trip. There are numerous pitfalls and mountains on the way.

Depending on what business you have, you may have varying needs for content development and sophistication. It is a scale-not of capability, but of approach. Understanding where you currently are in your content marketing journey is critical to getting started on the right path. Robert Rose co-author of Managing Content Marketing came up with the maturity model for content marketing.


Content Aware

At the Base of this scale is what is called the “content aware.” This is using content to cut through the noise of interruption-based advertising and drive trusted awareness to your product and service. The strategy consist of generating lots of trustworthy and helpful content in order to be found, generate awareness, and endanger trust with your target audience.

Thought Leader

After “content aware” the next stage is working to become a “thought leader,” or “lead with engagement.” This is where, as a brand, you create content that delivers value beyond the scope of your product or service. The business claims and earns leadership in the industry category by creating and facilitating content that not only meets demand but also creates trust in the brand beyond just how to use the product or service. At this stage, the business moves beyond creating content for its core buyers personas and moves into creating content for influencers. The goal of this stage is to use content to elevate the brand into one that’s trusted by the consumer, which therefore generates a differentiated approach to solving its problem, or simply put, whatever is getting in the way of the buyer’s purchase decision.


The final stage is the “storyteller” stage. At this stage, the brand integrates content into a larger brand narrative and aligns its content strategy completely around the customer engagement strategy. The business goes beyond becoming as though leader in the industry by drawing prospects, customers, and influencers into an emotional relationship with the brand. The storyteller strategy educates, entertains, engages, and has impact on audiences because the content goes well beyond the scope of the product and service into why the organization exists at all. The goal of the storytelling strategy is to create better customers. it creates a global efficiency in marketing and sales because it enables the brand to differentiate to the point of being able to command a premium for its products and services or to have to discount them less.

Sometimes becoming content aware is sufficient to be able to meet demand, which is done through the creation of epic content. But the real revenue opportunities and growth are in the storyteller stage. It’s something all businesses should strive to achieve. Understanding where you are in the content maturity model is important. You need to know where you are currently before making a decision about where you want to be.

If you are looking to develop a solid content strategy or a full online marketing strategy, our team can help develop a plan that will ensure you have the right amount of exposure for your business to develop a solid return on investment online. Please click here to contact us today.

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Content Types and What Works Best?

Content Challenges

Are you challenging yourself to come up with new ideas and new ways of imparting information about your business? Are you experimenting with the different forms of content that your customers may like to read?

We’d love to help you get there.

The B2C Content Marketing report put together by the Content Marketing Institute found that: while 69% of marketers are creating more content than they were a year ago.top 20mobileapps

  • 69% of marketers are creating more content than they were a year ago.
  • 27% have a strategy that is documented.
  • 65% of respondents saying they’re better-converting visitors on their websites.
  • 62% saying they’re creating more appealing and higher-quality content.

In a post on Distilled, author Hannah Smith talks about the importance of creating content that is goal-driven—that is, what you create should be driven by what you want to achieve. To become effective, marketers have to make the all-important connection between buyers’ goals and relevant content. Without this line of thinking, content marketing is prone to become a hit or miss exercise. Buyers today seek — whether it is explicit or on a subconscious level — information, which informs them how they can achieve their goals.

Producing content into modular parts, can help buyers to achieve different, yet related goals. The important factor here is how your information can enable buyers. Does it allow them to take action towards getting their goals fulfilled?

Content Types and Uses

This is where choosing the correct content format comes into play.

For example, will they recognize a path towards achieving a goal through a simple PDF document or does a video provide more clarity? Once it is clear how buyers use information to fulfill goals, you can set up workflows and processes to ensure your content is aligned with their information needs. This extends to who is most likely to share your information as well as understanding with whom they will share that content with.

Other Content types:

  • E-Newsletter
    • E-Newsletters can be a good vehicle for promoting articles and brief descriptions with links to articles on your website.
    • Key Point- Don’t spam your e-newsletter. Get permission and offer opt-out links at the bottom of every e-newsletter you send out.
  • White Paper
    • The “Granddaddy” of content, white papers typically 8-12 pages, on issued that require a lot of explanation.
    • Key Point- They are perfect for demonstrating thought leadership on issues vital to your buyers.
  • Webinars
    • Visually, the content is delivered slide by slide or by a live presentation
    • Key Point- You benefit twice: first, it is a live presentation; then from people who download the archived event.
  • Mobile Application
    • These downloadable tools allow users to turn their PDA’s into handy devices that meet their very specific, individual needs.
    • Key Point- They should have easy interfaces with social networks such as Facebook or Twitter.
  • Infographics
    • Information or data visually, in a chart graph, or other form of illustration.
    • Key Point- Make your resulting infographic easy to share online for maximum reach and distribution.

Understanding why information is important to audiences involves a sense of which goals your audiences are attempting to accomplish. The way information is delivered and shared can either be of help or be a detriment for buyers when they seek to satisfy their goals.

Here at Netfinity, we ensure the right information and content is being delivered to the right audiences, at the right time, feel free to contact us for a free evaluation.

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