An Ideal Marriage: Content Marketing and Electronics
Content marketing is not only a smart investment, but it’s also a perfect fit for the electronics industry. Your prospects are already actively seeking out relevant, insightful information from electronics brands. Are you there to help answer their questions or solve their issues?
The old ways of generating leads and gaining market share are losing steam. That’s because traditional advertising in magazines or on radio and television pushes its message. Tech-savvy consumers are leading the stampede away from intrusive ads, but they’re also devouring huge portions of internet-driven, digital content. The good news for you is that few audiences spend more time in online research than electronics customers. They want to be confident that they are making the right choice or that they will receive effective support after their purchase.
Content marketing enables you to share your expertise with your customers. By writing high-quality e-books, white papers, bylined articles, blog posts, website copy, and social media updates, you can provide the useful advice and guidance that they crave.
The magic of content marketing is its relentless focus on providing value to customers and prospects. By giving them your knowledge and expertise, whether it’s explaining why signal-to-noise ratio matters or contrasting LED and plasma TVs, you can earn the respect and loyalty of your target audience before they even make a purchase.
By consistently publishing high-quality content, you’ll attract customers and keep them coming back. When your audience feels confident and knows exactly what they want to buy, they already trust your brand and value your expertise.
As you develop or update your content marketing plan, here are several of our top tips and resources to consider:
Publish great content in a variety of formats
It’s no secret that great content generates leads. To reach customers and prospects at various stages in the buying cycle, publish a wide range of content across a variety of media channels.
- Blog posts are ideal as quick-reads, but they still offer enough depth to stick in the memory.
- E-books can be overnight sensations; more importantly, they’re great for generating leads — in exchange for a download, potential customers will happily offer their contact info.
- White papers can be especially effective in reaching and influencing B2B decision-makers.
- Bylined articles published in respected media channels can elevate your brand to thought leadership and industry expert.
For a deeper look into the lower costs and higher value of inbound marketing, check out these posts by KISSmetrics and the Content Marketing Institute.
Don’t underestimate social media
For some brands, a compelling social media presence is the strongest magnet for attracting audience interest and loyalty. Imagine having a powerful presence on networks like Facebook and Twitter. Data provided by the Consumer Electronics Association indicated that 24 percent of consumers who are serious about purchasing a product “always or almost always” refer to social media first. That type of social network influence soars to 65 percent for those who spend 13.5 hours or more looking at social media each week.
Choose the right team for each job
The exponential, virtually unlimited potential of content marketing has convinced many brands to create content, but too many are doing it inconsistently or poorly. To avoid these unwanted outcomes, commit to producing quality content and develop a customized content marketing strategy that you can begin to implement now. You may want to hire a writer or an entire content marketing team, but not every company needs or wants to add to staff. Many brands are finding cost-effective solutions by contracting with individual freelance writers or turning to any number of talent marketplaces.
Find a content vendor
The ideal vendor will be an editor-driven matchmaking service for companies and content creators, with enough flexibility to serve brands of every size and type. In some cases, as with Prose Media, you may be able to choose between three levels of expertise to balance project complexity with cost. Younger writers can be extremely engaging in blog and social media posts, while effective white papers may require a veteran researcher and writer. The choice is yours.
For each content project, Prose invites you to complete a simple brief with your project details and any attachments or links to expanded information. You only need to describe your brand guidelines once — we remember them for further projects. Each project is managed by a highly experienced editor who selects the ideal writer, edits the work prior to delivery, and oversees any revisions. If a particular writer’s work is an exceptionally good match, Prose does everything possible to keep the relationship growing.
Best of all, working with Prose gives you assurance of quality content. Whether you’re starting small, scaling up, or ready to make a gigantic splash, you can take your brand to the next level. You can consult with Prose on a workable content marketing strategy, and Prose will even provide topic suggestions for blog posts and social media campaigns. You pay only for the content and assistance you need, when you need it. Sign up today for free, no-obligation access to our platform. Let us know how we can help you reach your goals.