For successful brands in the world, content marketing is not an also-ran, it’s the undisputed champion.
Content marketers, what do you do when you have a tool or a service that you know can help a business but they tell you they don't need your help? What happens when they tell you that their site gets so much traffic that they cannot even monetize what they currently have with recurring ad revenue? What do you tell these companies?
Introducing an innovative tool is never a piece of cake. This tool in particular helps perfect content with results that will not only help create better content but also grow traffic and engagement across web and social properties. I am not going to plug the product I represent, however, it is the response that I would like to share, because when you hear this, it will blow your mind!
Even when I am about to type this out I am cringing and want to shout out a thousand words of profanity. Here we go, I am ready to tell you. This is the best one I've come across thus far; "We do not need to improve our content and increase our web metrics because we cannot even monetize all the page views that we currently have". "Deep breath sister," I tell myself inside my head as I feel the steam coming out of my ears "Listen to this objection and react appropriately." So instead of acting impulsively, I decide to nod and smile and say absolutely nothing until I can reflect and think of an appropriate answer.
A multi-channel marketing approach still proves to be most effective as demonstrated in the Effie Worldwide and Mashable poll. The study cites that companies are planning to spend 11.9% of their marketing budget on social media initiatives, while they’ll spend 13% on TV advertising this year. While this doesn’t mean Internet marketing is taking over, it speaks to the benefits of using a multi-faceted communications strategy. Wendy Clark of Coco-Cola tells AdAge that “advertisers are not interested in single-medium conversations anymore.” Have you ever seen an ad on TV, then been sent a YouTube clip of it, liked it and shared it with your friends? If so, you’ve experienced the marketing power of TV and social media working harmoniously. There are further examples, big brands like Old Spice and Pepsi are not replacing their TV spots with a social media presence but using social to create audience engagement and brand interaction. The point, social media when used correctly social is an effective means of extending the impetus of the investment made in the old fashioned 30 second spot.