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Aug 20 2016
At its most basic, content marketing is about maintaining or changing consumer behaviour. Or more elaborately, it’s “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience -- with the objective of driving profitable customer action.” The operative word here, of course, is ‘valuable’ -- it’s what separates content marketing from broader streams of advertising or marketing. How can you recognize the difference? If people actively seek it out and want to consume it rather than avoid it, it’s content marketing.
Your Customer’s Buying CycleNow that we understand what content marketing is, let’s look at why it’s important. First, we need to understand the four steps of a typical customer’s buying cycle:
- Awareness. Your customer may have a need, but they may not be aware that there is a solution;
- Research. Once your potential customer is aware that there is a solution, they will perform research to educate themselves;
- Consideration. At this point, your customer starts comparing different products for quality and price; and,
- Buy. Finally, your customer makes their decision and moves forward with the transaction.
Your Customer’s Needs are Your Business’ NeedsThe entire marketing process, including content, drives towards three goals:
- Customer loyalty and retention;
- Activating latent demand; and,
- Driving conversions.
- Building an emotional connection;
- Inspiring feelings;
- Building trust; and,
- Giving a positive user experience.
Content Marketing Done Right with DrupalFinding the right content management system (CMS) for your team can be a challenge at best. Some are limited in their flexibility, options, workflows, and in the types of content that can be created with them for your website. Balancing your needs with your CMS’ control is essential to empowering your marketing team to connect with your customers and execute your content marketing strategies online. In our experience, we have found that Drupal strikes this balance best and is the solution that we most often recommend. And the ability to expand the CMS by adding modules allows us to customize both the administrative and customer’s user experience. Here are some of the modules that can augment and enhance your content marketing efforts on your Drupal website.
- Quick SEO -- provides a quick and easy analysis of content to help your site rank better in the search engines for a specific keyword;
- Scribe SEO -- provides advanced analysis of content to help your site rank better in search engines, as well as keyword extraction and guidance;
- Readability -- designed to help copywriters and editors develop more consistently readable content by performing five popular automated readability tests that provide a grade level equivalency of the difficulty of a page's readability; and,
- Keyword Research -- provides intelligence to help you explore, analyze, and select stronger keyword phrases for your content and enables you to quickly and easily organize your targeted keywords and tag pages.
- Re-sorting the default front page view;
- Re-sorting the default taxonomy/term view;
- Restricting /tracker to posts of a certain type;
- Customizing the way the 'article' module displays articles;
- Display a block with the five most recent posts of a particular type;
- Provide 'unread forum posts'; or,
- You want a monthly archive similar to the typical Movable Type/Wordpress archives that displays a link to the in the form of "Month, YYYY (X)" where X is the number of posts that month, and displays them in a block.
- Workbench Access -- provide hierarchical permissions across "Sections" of your website. You can use menus, taxonomy, or create your own hierarchical structure for controlling access to a piece of content;
- Workbench Moderation -- a flexible system that provides default workflow states like Drafts, Needs Review, and Published, or you can change these states to suit your editorial needs; and,
- Workbench Media -- adds a workflow for creating media just as you would any other content type.
- Hierarchical permission inheritance by ‘Sections’, not just content types;
- Extensible workflow states;
- Single repository for media management; and,
- Modify live content without publishing changes immediately.