Content Marketing: How Businesses Can Grow With Content

Do you have a content marketing strategy for your business?

Would you like to discover how to create and distribute content that will drive sales for your company?

To learn how to grow your business with content marketing, native advertising and more, I interview Robert Rose.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

In this episode I interview Robert Rose, the co-author of the book, Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand. He's the chief strategist at the Content Marketing Institute. He's also the co-host of the podcast, This Old Marketing.

Robert explores content marketing, native advertising and what all of it means for your business.

You'll discover how to develop a content marketing strategy that grows your business, take advantage of the marketing opportunities offered through native advertising and learn new ways to distribute your content to the right influencers.

Share your feedback, read the show notes and get the links mentioned in this episode below.
Listen Now
You can also subscribe via iTunes, RSS, or Stitcher.

Here are some of the things you'll discover in this show:
Content Marketing
What is content marketing?

The Content Marketing Institute views content marketing as the approach businesses use to create, curate, distribute and promote the types of content their customers will find valuable. The goal of content marketing is to drive sales and move your business forward.

Done well, content marketing offers a value that's separate and discrete from the products or services you sell. It's about providing content-driven experiences that are educational, entertaining or useful to your audience, but ultimately drive engagement, awareness and sales for your brand.

Social media gives you the power to aggregate your own audiences and be your own media company. The tools needed to publish the type of content that establishes you as a thought leader in your industry and draws customers to your brand are readily available and easy to use.

Listen to the show to discover how content marketing can go beyond written articles and encompass things like videos, app development, games and more.

Examples of businesses that do content marketing well

You'll hear Robert explore how big companies like Chipotle Mexican Grill, LEGO and Coca-Cola leverage content marketing in creative and innovative ways such as movies, TV series and magazines.

httpv://www.youtube.com/watch?v=DBhTiyQU1kA

Compared to what large companies might spend on traditional mass media or big sponsorships, their content marketing expenditures are just a drop in the bucket, according to Robert—yet it has such a big impact from a branding standpoint.

Even if your small business doesn't have the budget for national TV spots and large print campaigns, you can get a lot of bang for your buck through content marketing. It's easy and inexpensive to publish, distribute and promote your own content through blogging, social media and podcasting.

Robert uses Marcus Sheridan's business blog to illustrate this point. He used his site to answer every question asked about pools and became an expert in the very small niche he was already passionate about. This propelled his business, River Pools and Spas, to huge success and top Google rankings.

Listen to the show to find out how the Content Marketing Institute leverages its blog, workshops, classes and podcast to drive attendance to their annual show, Content Marketing World.

Research on the effectiveness of content marketing

Content Marketing Institute and MarketingProfs recently released two new studies: B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America and B2C Content Marketing 2015: Be...