The VPM Blog

Content Strategy is the New Creative

Posted by Tod Meisner on Mar 7, 2016 8:00:00 AM

Our posts routinely talk about the shifts occurring in the marketing world. We often discuss how companies are shifting from traditional marketing to inbound marketing, or how Verge Pipe Media can help you integrate the two. We also discuss how we’ve modeled our teams differently than most to handle these ever changing demands.

Content Strategy is the New Creative
In fact, if you look at our blog roll for the past 18 months, many of the posts discuss practical ways businesses and brands can implement inbound marketing or pieces of the inbound methodology into their marketing plans. That said, what’s the one constant theme in these blogs…content. And what makes your content stand out and help you win new business and meet your marketing goals? A killer content strategy.

Strategy Is Key
We’ve never come right out and said it, but we are today. Content, and more importantly a great content strategy, is the new creative. We help our clients differentiate themselves from their competitors by producing effective content and applying inbound practices to their traditional methods to help fuel a monster marketing plan.

We’ve seen it work for ourselves as we’ve built Verge Pipe Media using these principles and we preach it to our clients consistently. Those who deliver valuable, relevant information in compelling, engaging and even entertaining ways make their prospects smarter and help them make meaningful connections and win the day.

The Numbers Don’t Lie

In a recent report by Custom Content Council, the number of CMOs who believe that content marketing is the future of their world has nearly doubled in the last five years. Moreover, their research showed that decision makers increasingly prefer customized educational content from a company in a series of articles over a creative advertisement.

If corporate buyers have become hungrier for relevant information in making important purchase decisions, is it any surprise that they are looking for ways to bypass irrelevant, interruption-based marketing to get to the heart of what really matters to them?

We Don’t Do That, We Do This
We often tell prospects, if you want to kill trees for glossy print ads, brochures, and pamphlets, or buy time on radio or TV, we’re not the agency for you. What we can do for you is leverage those content pieces in a strategic and synchronized content marketing strategy that can help guide your customers during the buyer’s journey.

We’re leading the way in East Alabama and West Georgia with our content strategy and inbound methodology. Our retained clients all know the importance of content to their marketing strategy and will tell you how valuable our ideas have been. In fact, they now “drink the kool-aid” and often speak in inbound terms and also provide us with testimonials on how our tactics have worked for them.

What’s This Content Look Like
We’ve been talking about the importance for content and a content strategy, and you may now want to know what this content looks like. Or rather, what forms in which it is delivered. We’re glad you asked because it is really quite simple. We produce content for ourselves and for clients in the form of:

  • eNewsletters
  • Blogs
  • Case Studies
  • Events
  • White Papers
  • Videos
  • Webinars
  • Surveys

Content Strategy is the New Creative

The Gift That Keeps On Giving
The best part about creating killer content and implementing a killer content strategy is it then becomes that gift that keeps on giving. It can be repurposed across many media platforms. A whitepaper can become a webinar, an article or a video. Blogs and eNewsletters can be shared and featured on social media. Each idea can be transformed into many different types of content so that you can leverage all audiences.

As more people begin to work with Verge Pipe Media and realize that content is the new creative, creativity and versatility will become paramount for companies. They’ll keep hearing from us that boring, dull information will go over about as well as Tony Bennett opening for Kanye West. So, they will have to embrace the fact that engaging, entertaining and sharable content is what will attract the right customers.

Trust Us, OK
It’s time for marketers to stop worrying about their next campaign and look to leverage an overall content strategy to impact their brand. If they publish compelling and timely insights in all the right places, synchronized for maximum impact, it will become part of their brand, establish them as thought leaders in their industry and ultimately help to drive business.

If you don’t get the importance of content by now, then we’re not sure what will convince you. Well actually, maybe we are! We’ve put together an eBook on the five core services of inbound marketing. This informative download will further explain how properly leveraged content will increase traffic to your website, grow your social following and help you turn visitors into leads and leads into customers. Click the link below and start drinking the content kool-aid.

5 Core Services of Inbound (updated)

Topics: Content Marketing, Brand Marketing

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