Content Marketing is a form of inbound marketing which focuses on delivering valuable content to your prospective buyers and partners. Content is the first and ongoing piece of value that buyers consume. This is based on the natural way buying is done today. Effective content marketing works in conjunction with how the buyer moves through the various stages of getting what they want:
Awareness and Search Marketing
When you want something, you search. Getting found is critical. Content marketing is strategic as well as informational. The systems and keywords used to support your content needs to be structured for success so you can be found online when a person searches.
The library of content you have is a durable asset. It lives forever and becomes an asset for your organization. The momentum built from continuous content establishes your authority on search engines and increases the value of your content library overall.
Clicks, Visits And Calls To Action
When you are found, a visitor that clicks needs to be tracked, measured and driven to a call to action. A system for managing how the visitor moves through your content is part of an overall strategy for a defined goal. The call to action has to be designed for helping an anonymous visitor raise their hand and provide their email address.
The content for your call to action must be compelling and can take on many forms. Our team at AscendWorks designs this process to help a visitor move through the buying process by consuming white papers, ebooks, video, audio, or any related medium that is relevant to your industry.
Nurturing Your Buyer
Very few visitors will buy now. They do not know you or trust you. Thus, a system for delivering ongoing content with triggers and rules helps to nurture your buyer. They should be scored and their digital body language should be captured in a database to determine specific sales actions.
Content marketing in the nurturing process helps your buyer to become more aware of your brand, services and products. These are specific touch points that educate and inform the buyer around their problem they are seeking to solve.
All Businesses Are In The Content Business
Your business must be in the content business because your buyers are looking for this. They educate themselves and if you are not a known brand then trust is built by your content. It shows your thought leadership and expertise. Furthermore, it helps the buyer become comfortable with how to dialogue with you when they are ready. They are doing much before they even reach out to you in person and prefer this because of the abundance of information at our fingertips online.
If you are not in the content marketing business and your competitor is, then your buyer will reciprocate with business to the company that provided the value.
Click here to schedule a time with our team today to understand what a content marketing strategy can mean for you.
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