Content Marketing in a Content-Hungry World

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By Abby Hagstrom, Canopy Advisor

In today’s digital, content-driven world content marketing is not only a valuable tool, but a critical tool. It can help generate market awareness, support SEO and marketing campaigns and if executed properly contribute to bottom line success.  According to the Content Marketing Institute, 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. In fact, 37% of marketers say blogs are the most valuable content type for marketing. Here is one idea for reaching target audiences through this relevant and powerful third party.

Turn bloggers into brand ambassadors – Bloggers have become key influencers is today’s media landscape. Depending on your business and PR goals it may be valuable to launch a “brand ambassador” program involving key bloggers in your space. I recently launched a brand ambassador program for an active-fashion apparel brand. The program set out to:

  1. Generate more content for the brand to leverage on it’s blog, social channels and other marketing collateral
  2. Help grow the brand’s social media following
  3. Support search engine optimization (SEO) efforts

The company is now working with 20 fashion, fitness, wellness and parenting bloggers who have each committed to publishing 6 blog posts about the brand – that’s more than 100 posts over the course of the year. To help support SEO efforts, the brand ambassadors are given targeted links and key words to use in their posts. As a part of the program, the brand ambassadors are also constantly sharing photos of themselves with brand’s product to their social media channels, which produces even more content, drives traffic to the brand’s site and helps to grow the company’s social media following.

Abby Hagstrom is a public relations specialist with Canopy Advisory.

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