Content Marketing is the development and distribution of relevant and useful content (blogs, newsletters, white papers, social media posts, emails, videos, etc.) to existing and potential customers. Done right, this content conveys the experience and makes it clear that you value the people you sell to.
Using content marketing consistently builds and strengthens relationships with your existing and potential customers. When your audience views your business as a partner interested in your success and as a valuable source of advice and guidance, they are more likely to choose you when the time comes to buy.
Because it matters?
Content Marketing is a well-established got tactic. It also provides a competitive edge. See What the Content Marketing Data Says:
Blogging businesses get 67% more leads than other businesses.
• Forty-seven percent of shoppers view 3-5 pieces of content before interacting with a sales representative.
• Companies using content marketing have about 30% higher growth rates than companies that do not.
• 72% of B2B marketers say content marketing increases engagement and leads to leads.
How Content Marketing Works?
Your business can use content marketing to attract leads, promote your product or service when someone is researching what to buy, and close a sale.
To use it effectively, you need to deliver the right content at every stage of the sales cycle, from understanding to reviewing and purchasing. If this sounds complicated, don’t worry: This approach to content really makes the process easier.
This is how to use content marketing companies at each stage of the sales cycle for acquisition and sales.
In the first stage of the sales process, your content should target the key interests of your audience. Writing about your pain points, problems and questions give you the best chance of solving them. Educational, consulting. Save your sales for the checkout and closeout period.
During the Review Phase, the content should contain a combination of useful information and marketing. You should educate your readers about what features or functions to look for and how the various features meet their needs. Of course, your content should match what your business has to offer.
Content marketing is essential when a potential customer is close to making a purchase. At this point, you can focus on selling while you continue to demonstrate why you are the best choice, not just how good your service or product is.
Your central message here should be your experience, your knowledge, and the clear benefits of what you are selling.
Getting Started with Content Marketing
Content marketing can be overwhelming, but it doesn’t have to. A successful content marketing campaign must be manageable and sustainable. To get started, follow these steps:
- Define your audience
To create content for a specific audience, you need to be clear about their priorities, concerns, and interests. If you have a detailed description of the different segments, select 1 or 2 that you want to write about. If not, create a profile for your audience. members, and potential clients before you start.
- Determine the correct format
The correct format is appropriate for the stage of the sales cycle for which you are creating content. Another important consideration is which format will help you best present value. For some, this will be a video; for others, a checklist.
- Decide who will write, edit and review your copy.
The audience will rate your content based on its quality and must identify appropriate resources, internal or external, to create this work. Whoever did it, hire.
Determine how you will work.
Will you post content on your website, email it, or print it for an event? Start with where you know your audience is likely to go and choose the right formats. For example, a meaningful article with an email, checklist, or spreadsheet could be posted on social media, and a buyer’s guide would be a good follow-up to the presentation.
Choose a stable schedule.
It’s easy to create an overly ambitious content marketing plan. Once you know your target audience and format, make a short-term plan (36 months) for some real pieces of content you can create based on your budget and resources. Track how long it takes you to create each piece of content so you can fit that time into your schedule.
Follow best practices
Clear, jargon-free, engaging content that only you and your colleagues will recognize. It should also include practical advice. Preferably short, relevant, and useful content.