The world has changed - 72% of todays consumers would rather buy a product or services from a company they have researched in their own time and at their own pace. People are still unfamiliar with the term 'content marketing'. What does it involve? What advantages does it bring? And should you adopt it as part of your marketing strategy?
Creating a powerful content strategy can make or break your wider marketing and growth plans. In this podcast we explore Phil's own content marketing journey, focusing on how he shifted his mindset away from creating dull and uninspiring content, to creating engaging and entertaining content that solves customer's problems, and in doing so builds real rapport and alignment with your audience.
Phil answers the key questions of what type of content works and how best to distribute your content. If modern marketing is about building rapport and trust with your customer then introducing rich media (audio and video) to your content mix is a key part of this strategy.
In understanding that marketing is about generating a commercial return on the investment made, the importance of measuring the right metrics is crucial to ensure you create effective content. Phil shows how measuring metrics such as engagement, lead generated and sales will ensure your content creation efforts balance creativity with commerciality.
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