Content Marketing refers to a set of strategies and techniques that attract and retain customers through educational materials that have high value. It solves problems, offers solutions, and tells stories. As one of the most powerful marketing strategies, it attracts and engages a target audience, eventually leading to profitable customer action.
90% of consumers find custom content useful and 82% of people feel more positive about a company after reading unique content. Content marketing costs 62% less than traditional marketing and generates three times as many leads. (source) If you aren’t implementing this tool in your business, you are missing out on an effective method of generating new business.
The concept of content marketing is not new but the demand for this type of material is definitely growing. The key to successful conversion is discovering the most effective types of content that will appeal to your specific customer base. At Commtrex, we have found the following three content marketing strategies to be the most successful, specifically within the rail and freight logistics industry:
- Educational Material
Rail industry professionals, whether they are new or experienced, seek educational content to expand their existing knowledge. This can be in the form of articles, videos, infographics, glossary of terms, etc. - Expert Q&A
Questions answered by experts on certain popular topics generate interest and often convert content readers into customers. - Company Profiles & Blog Articles
Unique information about a company’s projects & developments or blog articles written about specific topics generate user activity and drive leads.
So … where do you start? The graphic below walks through the steps to creating marketing content:
