Content is Key to Marketing Success

In the ocean of Internet companies strugging to differentiate themselves, trying to tell their story and relate to potential customers and clients is difficult. A content strategy will help establish credibility and increase relevance. As social media continues its popularity, it has leveled the communication playing field.

Gone are the days of formal press releases and stiff, corporate communications. Speaking in the voice of the customer and client is extremely important. Companies need to look at their content strategy differently. They need to embrace what their customers and clients have to say.  The content marketing strategy needs to have three key components.


1. Content Collection/Creation
2. Content Publishing
3. Measurement and Tracking of Success

Content collection and creation are pretty straight forward. Content can be created internally by employees through blogs, newsletters, whitepapers, and press releases. Customers and clients can provide content through reviews, testimonials, discussions, and stories.  What happens to the content once it's collected?  It should be published through some type of social content publishing platform, like, for example, Compendium. Compendium helps organize the content to best leverage this important asset—content. The last point is measurement: measuring content is done in search through calls to action and customer acquisition. This will allow an ROI calculation for the content marketing strategy.

This strategy becomes easier if a content management SAAS is used. It makes the work flow and management of the program much easier and allows the marketer to focus on results. Compendium is designed to be the social content publishing platform needed to have a successful content marketing strategy. Call me or comment to find out how we can bring together your search, social, and email to create a cohesive online acquisition strategy.