8 January 2013
Content marketing was the buzzword of 2012 in marketing circles as more people started to take notice of the effect of sharing content across multiple platforms to attract and engage audiences.
But is there a role for shipping companies and ship suppliers to use content marketing initiatives to drive customer engagement and ultimately sales?
Most definitely, yes.
Here at ShipServ, we have been actively involved in content marketing for over three years by publishing whitepapers, e-books and videos on digital marketing and advertising for the shipping industry and pushing these out through as many social media channels as possible.
For many of these exercises we were guided by one of the leading agencies in content marketing, Velocity Partners, and Velocity’s Ryan Skinner (a man with shipping experience ) has written an excellent piece on how companies can implement and use content marketing.
Maersk Lines social media effort driven by Jonathon Wichmann - click here to read about it - has rightly got a number of column inches over the last few months and in particular the way they have used their existing content – ‘ships and containers’ – to engage audiences and raise brand awareness through such platforms as Instagram, but other companies are starting to follow suit.
On the supplier side, Martek Marine has employed content marketing to boost the sales of its BNWAS product, by creating a specific web portal for the new regulation.
Content marketing is definitely here to stay and we will continue to look out for new initiatives from both buyers and suppliers in the industry.