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Table of Contents

Lead Story

Making hay of new IRS reporting requirements

Adam Atlas
Attorney at Law

News

Industry Update

TCF Bank lawsuit challenges Durbin Amendment

Reaching out to medical marijuana dispensaries

Mercator explains growth in micropayments, virtual purchasing

New MasterCard credit card generates passwords

Trade Association News

Features

Research Rundown

Selling Prepaid

Prepaid in brief

Open-loop prepaid part of CTA's new fare system

Prepaid's emergence in India

Views

Challenges to Dodd-Frank, Durbin heat up

Mark Brady and Ross Federgreen
CSRSI, The Payment Advisors

It's the economy, again

Brandes Elitch
CrossCheck Inc.

Education

Street SmartsSM:
What the feet on the street need from acquirers

Ken Musante
Eureka Payments LLC

Content marketing delivers by engaging prospects

Peggy Bekavac Olson
Strategic Marketing

Going beyond PCI

Tim Cranny
Panoptic Security Inc.

Where is our industry heading?

Jeffrey Shavitz
Charge Card Systems Inc.

Become a payment superhero

Jeff Fortney
Clearent LLC

What PCI DSS 2.0 means for financial institutions

Gary Palgon
nuBridges Inc.

Company Profile

Global Electronic Technology Inc.

New Products

Encrypting, entertaining self-service terminal

KST9000
Key Innovations Ltd.

Inspiration

The pursuit of happiness

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

November 08, 2010  •  Issue 10:11:01

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Content marketing delivers by engaging prospects

By Peggy Bekavac Olson

My company creates marketing materials for clients who are payments industry players just like you. We generate advertisements, brochures, presentations, press releases, promotional emails, white papers, quick reference guides, webinars, blogs and other materials for our clients. We've found it's far too easy for companies to spew content created off-the-cuff, but to be effective, marketing must address customers' wants, needs and pain points head-on, while keeping content fresh across a multitude of delivery channels.

Traditional versus content marketing

Traditional marketing is based on interruption methods that utilize marketing materials and tactics to interrupt buyers' activities to gain their attention and their business. Examples of interruption marketing are promotional brochures, emails, advertising and sales calls. Content marketing is based on the art of communicating without selling. It's a non-interruptive method that allows prospects to choose to view your information. Instead of pitching your company and its offerings, you deliver relevant content that makes potential buyers more informed.

The intent is to engage a distinct target audience to drive business and create brand loyalty. Examples of non-interruption marketing include white papers, journal articles, case studies, webinars, blog posts, RSS feeds.

Content marketing is the creation and sharing of valuable information, insight and advice on the issues your customers and prospects care about - for the purpose of promoting your business. Content should not be specifically about your business or its offerings, but materials frequently include a mix of pertinent problem-related information, industry best practices and thought leadership.

Content marketing should do more than inform and educate; it should make buyers stop, read, think and then behave differently. Good content marketing inspires and then provokes action.

Why is content marketing important?

Content marketing improves your company's brand recognition, image and reputation, which leads to increased sales and a larger market share. A 2009 Roper Public Affairs Report prepared for the Custom Content Council revealed that business decision-makers:

This means prospects and customers can look forward to receiving content marketing and actually spend time reading it to increase their knowledge to make better buying decisions.

Buyers are looking for information that solves their problems, not an immediate sales pitch. The credibility and authority that content marketing creates eliminates buyer resistance, while introducing your company and the benefits of a specific product or service.

In a nutshell, content marketing builds trust and rapport with prospects and customers, while making it easier for them to justify purchasing from you. So you can create marketing that is welcome and anticipated, while also making a strong connection with prospective buyers.

Six rules of content marketing

Marketo Inc., a leading marketing automation company, developed six rules that can be followed to get the most out of your content marketing efforts. I've modified these rules slightly and believe content marketing should be:

Content promotion

Good content is not enough. You must distribute it through multiple channels and capture information about potential customers who consume your content. Promotion is vital: if no one reads what you create, your content marketing efforts will be wasted. Tips for maximum exposure and effective lead generation include:

The results of content marketing can be tremendous when you deliver information people actually want. You begin developing relationships with people who care about your marketplace and industry and who may benefit from your company's products and services. Content marketing creates sales leads, drives web traffic, promotes your brand, and educates customers and prospects about the reasons to buy. Here's the bottom line: better content marketing equals better results for your business.

Peggy Bekavac Olson is the founder of Strategic Marketing, a full-service marketing and communications firm specializing in financial services and electronic payments companies, after serving as Vice President of Marketing and Communications for TSYS Acquiring Solutions for more than five years. She can be reached at 480-706-0816 or peggyolson@smktg.com. Information about Strategic Marketing can be found at www.smktg.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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