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Seerfest 2022 Session Recap:
CaaS to Power Your Marketing Strategy
Amanda Natividad, VP of Marketing astatine SparkToro and Le Cordon Blue-trained chef, schooled america this twelvemonth astatine Seerfest 2022 connected however to deliberation beyond SEO goals and make contented successful work of our businesses and clients.
In truth, contented selling has evolved beyond conscionable showing connected the archetypal leafage of Google results — it’s matured. There’s an accidental for contented to enactment each selling relation of your concern successful bid to nurture relationships and thrust sales, yet elevating your marque and crushing your concern goals.
What is CaaS?
Content arsenic a Service, oregon CaaS for short, is the strategy of utilizing contented successful each relation of your selling plan, alternatively of conscionable for SEO. This includes, but is not constricted to, events, societal media, PR, merchandise marketing, sales, and overmuch more.
While contented selling utilized to beryllium an SEO lever to pull, it’s matured done the years. The net has evolved — there’s much contented than ever before. SEO standards are higher, particularly successful regulated industries similar law, health, and different YMYL-affected spaces. And finally, net citizens are savvier these days. More radical are internet-literate and integer marketing-literate. Content is everywhere, truthful wherefore not usage it to your advantage?
Employing CaaS successful Marketing Activities
We each cognize contented selling is an SEO fundamental. But you whitethorn beryllium asking yourself, however does contented play a relation successful sales? Or events? In bid to utilize contented successful your adjacent selling campaign, archetypal deliberation astir your campaign’s goal.
Public Relations
With PR, your extremity is to get radical to speech astir you. Work with your PR team to proviso manufacture insights that enactment the crushed wherefore you’re playing successful the space. The contented supporting this extremity includes probe reports, manufacture oregon merchandise stats, and adjacent claims.
Remember: You’re looking to make buzz, truthful pb with ground-breaking facts and stats that enactment your worth proposition.
Social media’s extremity is engagement. To enactment this goal, your contented should animate idiosyncratic to halt scrolling and instrumentality action. This contented whitethorn beryllium successful a signifier of a thread, post, poll, oregon contest.
Product Marketing
With merchandise marketing, the extremity is to get idiosyncratic to prosecute with your product. This tin beryllium pugnacious erstwhile it comes to the online world, but that’s wherever viral loops come in.
Viral Loops
A viral loop is 1 that feeds itself and has nary chiseled end. This content, with the extremity to get users to engage, includes interactive tools, quizzes, and calculators. These pieces of contented make caller results each time, which is key. Viral loops springiness users a crushed to support pushing the button, similar SuperCook’s Zero-Waste Recipe Generator.
Demand Generation
The extremity of request procreation is to make leads, commonly getting radical to articulation your email list. Your contented present could beryllium bundling existing vlog posts into an ebook that you gross connected your website to make leads. This contented should beryllium sticky capable that your assemblage volition springiness distant their accusation to get to it, specified arsenic achromatic papers, ebooks, and templates.
Events
With events similar webinars and conferences, your extremity is to person a two-way speech with your audience. That’s wherever Q&As, roundtables, and presentations travel in. Each of these conversations tin beryllium recycled into blog posts, serving arsenic a mode to further link with your attendees and those who couldn’t marque it. Sometimes, large blog posts marque the champion topics for upcoming webinars.
Sales Enablement
The extremity of income is to get radical to bargain your merchandise oregon wage for your service. While SEO whitethorn beryllium your guiding light, income is the compass that nudges users to buy. Content that supports income supports customers’ symptom points, explaining however your merchandise oregon work solves your customer’s issue. In this case, contented takes the signifier of examination guides and lawsuit studies.
Customer Engagement
You privation your customers to maximize their inferior of your merchandise with lawsuit engagement. Content for lawsuit engagement mostly lives successful the loyalty signifier of your income funnel, making your merchandise sticky for retention. Examples of contented successful this lawsuit see merchandise tutorials, playbooks, and how-to content.
Make the astir retired of your SEO efforts by besides supporting different selling activities. How-to guides whitethorn person precocious hunt interest, but could besides beryllium utilized by the income squad to thatch prospects however to usage your product.
CaaS is Sustainable
“Once you displacement your mindset to Content arsenic a Service, you recognize [you’re getting much bang for your buck]. It makes the remainder of your selling a small spot easier and you summation greater leverage with your content.” The Content arsenic a Service mindset is sustainable due to the fact that it produces contented that supports each signifier successful the selling funnel.
As integer selling continues to mature and evolve, guarantee your selling activities see contented arsenic a captious measurement successful accomplishing your goals.
Huge convey you to Amanda Natividad for presenting astatine this year’s Seerfest!
Key Takeaways
- Content has the accidental to enactment each of your selling activities.
- The CaaS mindset allows you to get much bang for your contented subordinate by allowing you to recycle contented from SEO to enactment different selling activities, frankincense impacting each measurement of your selling funnel.
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