Building Relationships and Winning Business Through Content Marketing

It’s well-known that the nature of sales and marketing, specifically effective strategies that fuel sales and drive business, has changed dramatically over the last several years. Digital technologies and social media have truly given customers a voice – an opportunity to engage with companies they do business with and share feedback, whether positive or negative. Further, the customer buying cycle has evolved with the firm establishment of online research as a critically important component. Customers are seeking information that informs and adds value to their decision making process, and they now have access to copious information from a variety of resources – including your competitors.

This shift has resulted in the need for companies develop a strategic focus on nurturing longer term relationships prospects and customers, as well as invest in content marketing.

Defining Content Marketing

According to Wikipedia, content marketing is “an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.”

Executed effectively, content marketing can significantly help you nurture relationships with prospects and customers – leading to a high level of customer loyalty and increased demand generation for your company’s products and services.

Becoming a Thought Leader

The motivation behind content marketing is the belief that educating the customer results in your recognition as a thought leader and industry expert. The focus is on informing customers and prospects about key industry issues and topics, sometimes mentioning the products and services you offer – but not overtly spouting their virtues. For example, you may chose to write a blog post that educates customers and prospects on data storage compliance regulations in industries such as financial services and healthcare. Or, alternatively, you could execute an email marketing campaign to provide customers and prospects with access to a white paper that provides detailed insights and information on a relevant topic.

A variety of tools can be used for content marketing, including:

  • E-newsletters
  • Blogs
  • Social media
  • Videos
  • Webinars
  • White papers
  • Company website

Companies need to consider which tools are most appropriate based on their specific target customer.

Getting Started

Leveraging content marketing to cultivate thought leadership and build sales over the longterm requires a well thought out plan, hard work, perseverance, and devoted resources. It isn’t easy, but given the right focus, it is very achievable.

Consider the following questions when developing a content marketing strategy:

  • What information do prospects often ask you for, when evaluating your products and services?
  • What information can you provide, that would truly provide them with value and make their decision easier?
  • How can you best provide information to prospects? Via a blog? Emails? Videos? Webinars?
  • Do you have the in-house resources to create the content?
  • What other online resources, such as industry blogs, trade media, or association websites can you pull content from?
  • Are you prepared to share content on a regular basis?

If you would like to learn more, and you have some time to spare, please listen to this interview with content marketing expert Marcus Sheridan (aka The Sales Lion).

Why Every Vancouver-based Marketing Professional Should Consider Leaving

I am a Vancouverite. The city is my true home, and will always be near to my heart. I was born and raised there, my beloved family is there, I have many dear friends there, and I literally live and breathe the West Coast lifestyle – the mountains, the ocean and yes, even the odd yoga class

It was for all of these reasons I diligently tried to build my career, in the wonderful world marketing and communications, in Vancouver. I worked hard, and was fortunate to gain significant experience in both B2C and B2B marketing through progressively senior roles at Swiss Water Decaffeinated Coffee Company, Ethical Funds and Texcan.

However, there was an underlying problem which at first I ignored, but in reality would have to face head on.

Vancouver is a small city that is not at all conducive to career growth and opportunity for marketing and sales professionals.

I first thought about this when my first boss and mentor Frank Dennis, the President & CEO of Swiss Water, recommended that I move to Toronto to advance my career. Through several subsequent information interviews that I had with marketing and advertising professionals, with experience in both Toronto and Vancouver, their advice was consistent: “move east, young man”.

A few years later, after spending a couple of years too long in Vancouver and an an awesome stint with Chaordix, a Calgary-based startup, I find myself writing this from my apartment in the the High Park area of Toronto. I have a job that I love at Asigra, and have settled nicely into my new city.

If you are in Vancouver, or in another small city looking to develop a career in marketing, I urge you to at least consider moving to a city that will provide you with better opportunity and resources to flourish in your career.

More Opportunities

Canada is unique, particularly compared to the US, because so many tier one and tier two companies are based in the Greater Toronto Area.  With so many companies operating here, there also are numerous ad agencies, communication firms and startups doing work with notable brands. In Vancouver, one can easily count on one hand the number of employers that have large marketing and communications departments.

It is true that competition for jobs is fierce, given the area’s population base, but Vancouver honestly just does not even compare to Toronto when it comes to opportunity. Not even close.

Consider Your Future Lifestyle

There are plenty of smart people in Vancouver, some of whom have cultivated great, rewarding careers in marketing and communications. However, there are also a lot of “consultants” – which honestly means there are a lot of people in Vancouver who are looking for work.

Sadly, salaries are also suppressed in Vancouver. It is a “destination” city, and that fact combined with fewer opportunities and lots of people looking for work means that employers just don’t need to open the salary vault. Simple economics, actually.

In a city which the Economist magazine recently ranked as the most expensive to live in in North America, the math starts to become dangerous – particularly when it comes to assessing one’s lifestyle and savings over the long term.

With a fair degree of certainty, I can say that marketing and communications salaries are higher in Toronto – I estimate by as much as 15 to 20%, when compared to an equivalent role (if you can find one!) in Vancouver.

Learn, Learn, Learn

I have found that both Toronto and Vancouver are rich when it comes to opportunities for learning and meeting people through networking events and seminars. I relish the opportunity I had in Vancouver to contribute to the BC Chapter of the American Marketing Association, and I always enjoyed attending social media events such as Third Tuesday.

However, there is a very distinct difference when it comes to the opportunity to career-related learning opportunities in Toronto – particularly with respect to social business and digital media.  In Vancouver, there are far too many people who profess to have social “expertise” without any proven, tangible business results to support their claims. These are also the people, in some instances, that are speaking at events. Sorry, I have a problem with that!

In Toronto, because of the size of the marketing and communications ecosystem, the people who who speak at events are able to do so leveraging tangible knowledge that they have developed through experience with top tier national brands.

Through events such as Social Media Week, PodCamp and Third Tuesday Toronto, and through many information interviews I have had since my arrival, I can honestly say that my rate of learning has greatly accelerated over the last year – for which I am very thankful.

Having said all of that, I can honestly say that the social life in Toronto isn’t all that bad either. Actually, it’s a very active, rich and culturally vibrant city. Yes, I am missing the outdoors lifestyle – the mountains and the ocean can’t be replaced. By hey, one can always make do with what one has access too.  Here’s a post I co-authored with Toronto native Debbie Horovitch on how to establish social roots in a new city.

I hope you found this post to be helpful. If you have any questions about making a move for career purposes, or about Toronto in general, please feel free to get in touch – eric.buchegger@gmail.com.