Why Every Business Needs a Digital Curator

posted on October 25, 2011 in Business Strategy, Digital Marketing with 1 Comment

There is a lot of hype around online marketing these days. At Pollen Marketing, we use a four-point approach that aims at developing strategy in the key digital areas. These are: Content Marketing, Search Engine Optimisation, Email Marketing and Social Media.

From the countless marketing campaigns we conduct per year, this order also relates to the amount of leads each business will generate on average. Bottom line, none of these options will work without a strong focus on the first: Content Marketing.

Why? Digital Content Marketing focuses on more than one area of customer development and lead generation. Since it is focused on what I have termed ‘downloadables’ or free information, products, what-have-you, the investment on the part of the customer is minimal out of the gate. Content Marketing focuses on reaching the customer early in the buying process. Plus, people love getting something for nothing. Whether you produce a white paper, an eBook, or offer some sort of insight into your business and your industry, the base concept behind Content Marketing taps into that love of “free” and “privileged.”

There’s more going on, however, than just an exchange of digital material. When a customer chooses to engage with your company’s content marketing strategy: they get to know you. Especially in B2B marketing situations where information sharing and innovation drive consumer demand, showing off your knowledge through content that is freely available establishes you as an expert in the customer’s mind. This leads to trust, which is paramount in turning a lead into a sale.

Image by King Kong 911