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1、TheBusinessCaseforAgileContentMarketingHowtoGetMoreTrafficandLeadsfromYourOnlineMarketingEffortsTHEBUSINESSCASEFORAGILECONTENTMARKETINGCopyright©2013CopybloggerMedia,LLCAllRightsReservedFeelfreetoemail,tweet,blog,andpassthisebookaroundtheweb...butpleasedon’talteranyofitscontentswh
2、enyoudo.Thanks!copyblogger.com2THEBUSINESSCASEFORAGILECONTENTMARKETINGIfyou’reinterestedinmarketingyourbusinessonline(andwhoisn’tatthispoint),youcan’tescapehearingaboutcontentmarketing.It’severywhereyoulook,orlisten.Youhearthatpeopledon’twantadvertisingwhenmakingpurchasingdecision
3、s,theywantvaluableinformation.Youhearthatit’scontentthatspreadsviasocialnetworks,generatingpowerfulword-of-mouthexposureforsavvycontentmarketers.Youhearthatit’scontentthatpeopledesireandseekout,andit’sgreatcontentthatGooglewantstorankwellinthesearchresultssothosepeoplecanfindyourb
4、usiness.Youhearthatcontentisthebestwaytoachievewhatadvertisingissupposedtoachieve,butdoesn’tdosowellonline—togetpeopletoknow,like,andtrustyourbrand.Youhearallofthat,andyet,perhapsyou’rethinking…Sowhat?Whatdoesanyofthatactuallymeanformybusiness?3THEBUSINESSCASEFORAGILECONTENTMARKET
5、INGThePowerofAudienceThesubtitleofthisebookreferstotrafficandleads,becauseifyouaskanybusinesspersonchargedwithexploringeffectiveonlinemarketingtacticsandstrategies,they’llsaythat’stheywant.That’swhatultimatelyleadstosalesandprofits,right?Contentmarketingdonecorrectlywillgetyoutraf
6、ficandleads.Nodoubtaboutthat.Butthetrueallureofcontentmarketingisinbuildinganaudience.Ratherthantheconstantratraceofconventionalonlineleadgeneration,anaudienceputsyourbusinessintoanentirelydifferentspacewithinyourindustry.Ratherthanbuyingaccesstoanaudiencefromthemedia,yourcompanyb
7、ecomesthemedia.Intheprocess,youbuildanownedmediaasset(yourcontentwebsite)thatgetsmorepowerfulandvaluableeachmonthandeachyearthatyoucontinueproducingcontent.Soon,you’reenjoyingbenefitsfromyourownedmediaassetthatmaketheinitialgoalsoftrafficandleadgenerationseemalmostquaint.Butlet’sn
8、otgetaheadofourselves.4THEBUSINES
