What is it and does it work as good as everyone says it does?
Defined: Content marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Marketing studies indicate that Content Marketing is the most used and fastest growing tactic for industrial companies while offering the best 1-2 punch in their marketing budgets today!
What the Studies are Saying About Content Marketing
- Eighty percent of business decision makers prefer to get company information in a series of articles versus an advertisement.
- Seventy percent say content marketing makes them feel closer to the sponsoring company.
- Sixty percent say that company content helps them make better product decisions.
Content Marketing is Leading Tactic
- In 2012, content marketing was the leading tactic for 18.9% of marketers worldwide.
- In 2013, that percentage has grown to 34.8%.
- I’m seeing this trend in action with more and more of my clients balancing out their traditional marketing efforts with content marketing campaigns.
Trade Journals Best Method
- One of the best methods to build your content marketing reserves is through placement of a trade journal article.
- Just one article in a trade journal can bring a company hundreds of leads and thousands of dollars in sales. And with more than 6,000 magazines from which to choose, it’s a safe bet there’s at least one that could accommodate a story from your company.
- Trade magazine articles enable you to position your company or its offerings, educate a target audience, raise awareness of an issue, and generally claim a position as a “thought leader” along with the credibility that goes with such leadership.
- The most cost-effective content types for ROI are articles, videos and white papers. The placement of feature articles in trade journals was #1 ROI tactic (62 percent).
Here are Great Examples of What Can Be Done
created by Tom Crain
Here’s what Joel Maas, SD Myers Marketing Director says about Tom Crain:
I had the pleasure of working with Tom Crain in Marketing Services at SD Myers.
Here are a few of Tom’s achievements & personal characteristics I observed while working closely alongside him:
- He took on a brand new initiative to place articles for the company in the national and international trade press. His success went beyond expectations with numerous placements.
- He developed and maintained effective relationships with key editors from trade publications including those in the electric power, renewable energy and industrial plant industries.
- He has good creative abilities in copywriting for both electronic and print media.
- He demonstrated expertise in writing effective and promotional press releases and case studies for various content marketing projects.
- He is an independent worker who had to take on his own initiatives to accomplish the work required.
- He has the ability to successfully manage multiple projects at a time.
- His depth of experience shows.
- He’s a team player.
- He takes criticism well at work and knows how to leave his ego at home.
- I would hire him again in a second.
PARTIAL LIST OF TRADE ARTICLES PLACED FOR SD MYERS 2011-2013
Rasor, Robert T. “Detecting and Addressing Corrosive Sulphur in Transformer Oil. Australian Power Technologies Transmission & Distribution. Issue 1. February/March 2013: 68-69.
Rasor, Robert T. “Moisture in Transformers.” Australian Power Technologies Transmission & Distribution. Issue 1. February/March 2013: 68-69.
Breaking the Habit-Electricity Today-Dec 2011 Rasor, Robert T. “Breaking the Habit: Solving 10 Common Mistakes in Substation Maintenance.” Electrical Source. Vol. 7/Issue 6. Nov./Dec. 2011: 22-24.
The Best and Not So Best-Elec Source-NovDec2012 Rasor, Robert T. “The Best & Not-So-Best in Transformer Maintenance: 5 Ways to Extend the Life of Your Electrical Equipment. Electrical Source. Vol. 8/Issue 6. Nov./Dec. 2012: 18-22.
Rasor, Robert T. “Dielectric Voltage Testing-Standard Methods.” Electricity Forum Handbooks: Electrical Testing and Maintenance Handbook. Vol. 11. 52-55.
Rasor, Robert T. “Moisture in Transformers.” Electricity Forum Handbooks: Electrical Testing and Maintenance Handbook. Vol. 11. 74-77.
Summer Transformer Study Guide-Electricity Today-Aug 2012 Rasor, Robert T./ Shkolnik, Andy / Faherty, Joe. “Your Summer Transformer Study Guide: Part I Test Your Oil Testing Skills & Part II Test Your Electrical Maintenance Skills.” Electricity Today. Vol. 25/No. 6. July/August 2012: 42-53.
Rasor, Robert T.“Your Spring Transformer Report: 27 Useful Tips to Better Testing and Maintenance.” Electricity Today. Vol. 25/No. 2. Mar. 2012: 30-34.
NA Clean Energy-High Wind Demands-July 2012 Parthemore, Luke J. “High Wind Demands: Gassing Tendencies in Wind Farm Transformers.” North American Clean Energy. Vol. 6/Issue 4. July/Aug. 2012: 42-43.
SDMyers. “Safer Sampling of Transformer Gassing. North American Clean Energy. Vol. 6/Issue 5. Sep./Oct. 2012: 57.
Connections April 12 SDMyers. “A Better Way to Dry Transformers.” NRECA Connections. Apr. 2012: S-6.
Modern Maintenence Strategies-PowerGrid-May 2012 Ledel, Sr., Dennis. “Modern Transformer Maintenance, Life Extension Strategies.” Powergrid International. Vol. 17/Issue 5. May 2012: 52-55.
Ross, Alan.“Risk and Reliability of Transformers.” SMRP Solutions. Vol. 7/Issue 3.June 2012:8-13.
Uptime Reliability web article 2.13 Ross, Alan. “Intelligent Transformer Management: A New Perspective. Uptime. Feb/Mar 2013: 26-29.
RESIDENTIAL REAL ESTATE BLOGS by Tom Crain