Where to Find Quality Content for Your Marketing Efforts
Marketing isn’t just about sales pitches any more. Service providers are expected to be trusted partners for their customers, and by establishing that credibility and trust they’re better able to provide the right solution and lock in a sale.
One of the best ways to do that is through content marketing, which means giving your customers and potential customers informative and useful content to help them be a more informed consumer. It’s not directly focused on selling, but rather to establish your credibility as a useful and trustworthy partner.
The content your business can market includes everything from news reports, white papers, case studies, videos, infographics, FAQs, how-to guides and more. In an increasingly competitive landscape, using content marketing to become a trusted partner increases the likelihood a customer will choose your business and stick with it over time.
At ESX 2013, Jeff Martin of AVS Systems and Bobby and Jorgia McAfee of Crime Prevention Security Systems delivered the presentation “Content Marketing: The New Opportunity,” which shared success stories and how-to’s on launching and profiting from a content marketing campaign.
During the session, Bobby McAfee addressed one of the most common questions asked about content marketing: just where does all of the content come from?
If you’re not able to have a dedicated staff member manage these efforts, he recommends five resources to find quality content for your marketing efforts:
YouTube and Manufacturer Videos
That does, however, mean you have the opportunity to get your logo and contact information on videos, especially from your vendor partners. “We use Alarm.com, and they offer some really high-quality videos,” he says, so look for co-branding opportunities to get your logo on your vendors’ videos.
“Reach out to them and ask if they have programs like this,” he says.
Links to Articles in Newspapers, Magazines and Websites
“Sharing local stories about criminal activity is a non-threatening way to get the information out there,” says McAfee.
It’s likely your customers have already seen this information. “You’re not selling by fear," he says, "you’re making this information readily available. You’re just giving them access to it.”
Make sure the information comes from recognizable and trusted sources, though, he says. “By sharing this information from trusted sites, you’re helping to lend credibility to your marketing efforts.”
Happy Customer Testimonials
At his company, Crime Prevention Security Systems, they provide a month of free monitoring if a customer is willing to do a one to two minute testimonial video. The video is used, and they also repurpose the information by including the transcript from the video in emails and on their blog.
“Don’t just let the information live in one space - use it in as many places as possible,” he says.
Tutorials and Advice from your Technical Team
Doing video tutorials can also help lessen the number of calls and problems your service department deals with, he says. “Tutorials that are helpful and short online can help keep call numbers down,” says McAfee.
Online Crime Reports
“You’re providing the information,” he says, not selling by fear.
There’s plenty of more information on getting the most from your content marketing efforts in the presentation. It’s available to be watched in ESXperience, the premium member-only content area. It’s free for security integration and monitoring companies.