Doesn't content marketing take a lot of work?

Yes. Content Marketing takes work.

If you think there are shortcuts to the hearts and minds of your customers, by all means take them. Stick a coupon in the Value Ad thingy that 99% of people throw straight in the trash. In fact, just go ahead and sell on price.

Content marketing is not about the fast buck.

It’s about the long-term relationship you build with someone that keeps them coming back, reinforcing the old maxim that it’s cheaper to keep a customer than to win a new one.

In its purest form, content marketing doesn’t even contain a sale pitch. It can be as simple as creating empathy with your key demographics by illustrating that when it comes to a particular cause or issue, you’re on their side.

It may lack the precise ROI that a direct marketing campaign can show… but think of most traditional forms of marketing as giving a man a fish, and content marketing as teaching him that he’s going to need a bigger boat.

Content marketing should be original, intelligent, varied, unexpected, and it should work toward the singular endgame of creating a relationship.

What am I looking at here?

This is what original content marketing has done for our Longmont Compass project.

Average fan reach for pages with less than 10,000 fans is 13.8%.

Our average fan reach is 86%.

Average virality for the same type of page is 1.5%.

We achieve 597%. (Yes, you read that correctly.)

Engagement? The key measure of whether someone is truly interested in your offer? Average is 0.96%.

Ours is 25.9%.

So yes, we’re good at this. We help make Facebook a cornerstone of your content marketing efforts.

What do those numbers mean?

They’re the proof that content marketing works.

Those photos? The Longmont Compass had around 4,500 fans at the time. When over 40,000 people see your post, it means that your virality is at almost 900%. Remember, the Facebook average is… about 1.5%. Oh, and 40,000 people represents over 67% of the entire population of our town.

The parachutist was an article designed to support a local business that was under fire by a small but vociferous group. 110 people complained about noise from aircraft in 2014… over 300 expressed support for the business in under 24 hours when we ran this story. The parachute company won in court.

A tornado is always likely to garner some interest: but because our audience relies on our speed, they came to us for news on the touchdown. Over 25,000 people saw the post in just a few hours.

Even business news, tailored to meet content marketing standards, can create huge response. 22,000 people read our article on Tiny Houses.

If you’re not using content marketing, we should talk.

(720) 588-2007

Want to see the full images?
Content marketing is just another buzzword.

Actually, for once we disagree. To us, content marketing is the only marketing.

If the purpose of marketing is communication, and if we accept that communication is by nature a two-way street, then content marketing is the means by which your message to your customers and potential clients is repeated, shared, expounded upon and – if you’re lucky – enters their consciousness.

It’s the way they talk back, engage with your brand – or even you, personally – and create a relationship that encourages participation.

In this sense, participation means they become an ambassador, referring your content to others. It means they become a buyer, and share their experiences on review sites and in their interactions with friends and family. It means that they become – ready for this? – loyal.

When communication is simply you talking at a “target audience” as though they were a blank wall, forget about the reciprocity of a relationship.

When you use content marketing to inform, educate, make them laugh, shock them, raise an eyebrow… that’s when you’re creating a lifelong customer.

Yeah. We do that.

 

We’re at (720) 588-2007.