What Is Content Marketing? (And Why Should You Care?)

 

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Essentially, content marketing is about providing relevant content to your potential customers and leading them through the sales process.

You can use content marketing to develop strategic resources that your customers will find valuable and then show where to find them. It’s also about what happens once they download or access those resources.

Typically, a standard marketing message is very simple and direct: “Watch this video and then buy our product” for example. Or perhaps, “Read this ad and call us today.”

Content marketing takes that simple formula and expands it outward into a larger network of interconnected pieces that are all designed to engage the customer on multiple levels and for a longer time time.



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Sure, We Have Great Numbers, but We’ll Never Treat You Like 1

Some of Ingram Micro’s numbers are sooo astronomical, it can be difficult to get a sense of their size. We’ve used similes, metaphors and even geography, just to get our heads around them. And they’re always growing. In fact, since this video was released, our warehouse space has gone from 12.8 million square feet—the size of Monaco to 16.2 million—what country is that?

One thing is clear: it’s the people behind the numbers that really make us successful—over 27,000 unique individuals worldwide. These integral roles include accountants, account managers, buyers, creative directors, designers, media buyers, receptionists, salespeople, technical engineers, traffic managers and web developers. Without them, we wouldn’t have $46.6 billion in revenue or sales in 160 countries. Needless to say, without our manufacturers, partners, their clients, and all the people out there who help us help you Realize the Power of Technology, all these great numbers would just be a dream.

Contributed by Dirk Vandeman, Senior Writer, Agency Ingram Micro

 



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Betty Crocker: Master of Deception

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Betty Crocker was born in 1921. From her earliest days she was the voice of Gold Medal brand flour and she wrote letters to their customers – mostly homemakers – who were hungry for baking advice which she was all-too happy to provide them with.

Eventually Betty Crocker wrote recipe books which were published by General Mills, of course. Her name soon became synonymous with wholesome American sweets.

Over the years, Betty Crocker hasn’t changed very much at all. In fact, she hasn’t aged a day.



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Top 5 Ways To Improve Your Blog.

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Blogging. You either love it or you hate it. Chances are if you hate blogging it’s because you’re not sure how to do it very well.

 

Here are 5 great ways to improve the quality of your corporate blog posts and maybe even learn to love blogging in the process:

 

1 – Hit Your Target.

 

Figure out who your real customers are and write your blog posts to them directly. What do they care about? What keeps them up at night? Address their deepest concerns in your blog posts and you’ll develop a following. Ignore their needs and you’ll reach someone, but you’ll miss the audience that really matters to your business.



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Adventures In Copywriting

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As a copywriter for Agency Ingram Micro, I am sometimes asked to explain something for clients that they themselves have no idea how to express in words.

Very recently I faced such a challenge. We were meeting with a solution provider partner over the phone to take input on a sales slick. That wasn’t so unusual as we do this quite often. The expectation was that we would listen to the founder of the company talk about his business, I would ask a few questions, and then my job would be to capture the personality of his business in the tone and messaging of the flyer.

Usually the goal is to find something about the business that sets it apart from its competitors. In this case, once I heard the story of this company I realized that my job wasn’t going to be an easy one.

The founder of the company started telling me about his childhood. He told me about his friend Billy. They met in grade school and quickly became inseparable. After high school graduation, they followed one another to college where they both decided they would one day start an IT company together.

Sadly, that dream never materialized because his friend was killed in a car accident.



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