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Baird Media Blog Article Let's Talk Content Marketing Unleashing the Power of Content Marketing: Insights from Mary Garner

Unleashing the Power of Content Marketing: Insights from Mary Garner

In this enlightening discussion, MAry Garner shares her journey into content marketing and explains its strategic approach to engaging target audiences through storytelling.

We’ll explore the value of content marketing, its key differences from traditional advertising, the importance of longevity in content, the art of repurposing, the effectiveness of video content, and essential tips for small businesses venturing into content marketing.


The Value of Content Marketing for Businesses

Content marketing is a vital component of a comprehensive marketing strategy, particularly in the digital realm.

Mary explains that content marketing allows businesses to connect with their customers by addressing their pain points and providing valuable solutions.

By consistently delivering content that resonates with their target audience, businesses can establish themselves as experts in their field and build trust among consumers.

Unlike traditional advertising, content marketing focuses on building relationships and fostering brand loyalty rather than a one-time sales pitch.

It is about creating a narrative around the brand that engages customers and keeps them coming back for more.


The Power of Longevity in Content

One of the key aspects of content marketing is creating content with longevity.

Mary emphasizes the importance of establishing an overarching message and storytelling arc that connects all content pieces.

Each individual piece of content should remain relevant to the topic for a significant period.

By strategically mapping out a content marketing plan, businesses can ensure consistency in messaging and gradually build a narrative that resonates with their target audience.

This approach allows brands to maintain a presence in consumers’ minds and increase the chances of them returning for more information or making a purchase.


The Art of Repurposing Content

Repurposing content is an effective strategy for maximizing the value of existing content assets.

Mary suggests adapting content to different platforms and formats to reach diverse audiences.

By repurposing content for various channels, such as social media, websites, and videos, businesses can maintain consistency while catering to the preferences of their target audience.

Shorter, concise content pieces tend to be more impactful in capturing attention and planting the brand message in the subconscious.

Mary advises businesses to continuously remind people about their brand and its value proposition by consistently repurposing content and sharing it across different platforms.

While converting new customers is important, content marketing primarily focuses on engaging and nurturing an existing target audience.

The Impact of Video Content

Video content is a powerful medium that captures attention and engages viewers effectively.

Mary highlights the research-backed effectiveness of videos in increasing engagement and reducing bounce rates on websites.

People are naturally drawn to visual content, and videos allow businesses to convey their brand message in a more impactful and memorable way.

Mary explains that video content can be repurposed across various platforms, from YouTube to social media channels like Instagram and TikTok.

Incorporating videos on landing pages and utilizing subscription boxes within videos can further enhance engagement and conversion rates.

Given the widespread popularity of video content, businesses can leverage this medium to connect with their target audience on a deeper level.


Tips for Small Businesses Embarking on Content Marketing

For small businesses venturing into content marketing, Mary suggests starting with a well-defined content plan and schedule.

Tools like Loomly can assist in scheduling and providing an overview of content distribution across various platforms.

Consistency is key in engaging audiences, and establishing a routine by posting regular content creates anticipation and trust among followers.

Additionally, businesses should consider seeking professional assistance from the start.

Hiring a content marketing professional or agency ensures a strategic approach and better outcomes.


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