Companies that publish are growing at “breakneck speed”, according to Neil Patel, in a recent article in Inc.  

As Patel detailed: “Companies that defy expectations, disrupt industries, and forge an indelible presence” are achieving that growth.  These companies, he added, are also solving big problems, doing good — and doing content marketing better.

Patel cited Buzzfeed and BufferApp — which have both grown enormous online audiences as a result of producing and publishing useful information tailored to the interests of their readers. Another standout in online news — Business Insider — was purchased last year for $442 Million dollars – $200 Million more than what the Washington Post sold for in 2013.  

Content marketing – A modern marketing must-have

“Content marketing is a modern marketing must-have” Patel explains —  but for companies to do it right – they must “create value (in content form) for the right people to see”.  As [customers and potential clients]…engage with this content, it brings them closer to a conversion”.  And these conversations lead to more client engagements.

While your company may not be able to achieve the success of Buzzfeed, Business Insider or BufferApp,  you can – as Patel explains, “grow your content, improve your traffic, and deliver the information that your audience wants.”

Social Media Engagement is key to maximizing content marketing efforts

While content marketing has become a must-have for businesses.  Publishing on a company blog or on LinkedIn — isn’t enough in today’s modern social-media driven environment.  Social media promotion of that content is also essential.  A case in point is the Washington Post,  which recently surpassed the New York Times in online traffic via a strategy that includes increased social media engagement.  Notably, Neal Schaffer has detailed 11 ways to use social media to promote content.

While successful online content and social publishing may seem a daunting challenge to emulate – keep in mind they are examples whose best use is to serve as a constant source of inspiration for your own — albeit less extensive efforts —  to generate a larger client base in your unique niche.

John Grimley provides clients with writing, editing, research and strategy services.  If you would like to discuss your specific needs — please complete the form below to arrange a time for a discussion:

Posted by John Grimley

John Grimley provides custom communications services to professional services firms operating in international markets.

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