Content marketing is both threat and opportunity to printers
How you can capitalise on the opportunity content marketing offers
Content marketing is undoubtedly a threat to printers and print service providers (PSP) because much of content marketing material is digital. Yet there is also opportunity for PSPs.
According to The Content Marketing Institute’s B2C Content Marketing Report 64% of respondents said search engine marketing (SEM) was most effective, 61% said promoted posts were effective, 59% said social ads were effective, but only 46% said print or other offline promotions were effective.
Marketo, a digital marketing software and solutions business, finds that the way companies are using content marketing includes:
• 79% in non-blogging social media
• 78% posting articles
• 62% at in-person events
• 61% for electronic newsletters
• 55% for case studies
• 51% for blogs
• 43% for white papers
• 42% for webinars or webcasts
And digital content marketing budgets are growing, they say.
The list of content types, just for digital, is already long and growing. Each channel has its own style, or format, or form, or structure. Many share similarities yet each requires its own content and, with the growing range of content, marketers teeter on the brink of losing control. They need an ironclad solution, a no risk way to assert their command over their rapidly escalating domain.
Companies increasingly invest in marketing resource management systems for this very reason. Marketers are under pressure. They need to deliver return on investment (ROI). They need to prove to their higher ups that what they do, those lavish parties, the extravagant events, the expensive campaigns, the dearly priced creative teams – are all very worth it. They no longer have the scope to run on gut feel. And they certainly don’t have the time to spend all day trawling document stores, file systems, external hard drives, CDs, DVDs and flash drives from the bottom drawer of their desks.
Some marketing departments have invested in their own resource management systems. But most prefer to outsource the function. It’s an opportunity for PSPs. They need a reliable partner to create, manage, distribute, and manipulate their content, which ranges from print collateral to Web images and text, videos, graphics, merchandise and more. They are not in the business of doing all of that.
“Marketers are in the business of supporting and building their brands by performing the functions that ultimately get new customers aboard and keep the ones they already have.”
Our cloud-based MarcomCentral solution does it for them. It manages and customises marketing material across entire organisations, enabling PSPs to support their clients’ brand control and asset distribution with anytime, anywhere access. You can move content marketing form the threat portion of your business’s SWOT analysis into the opportunity portion. We can help you.