There are so many reasons to use content marketing. Content marketing keeps your audience’s attention, improves brand loyalty, generates leads, and drives sales through your website. But perhaps the biggest business reason for using content marketing is the return on investment. According to this infographic from Demand Metric, content marketing costs 62% less than traditional marketing and generates approximately three times as many leads.
Content Marketing Strategy - A Conversation With Potential Customers
Some of your potential customers are just realizing the need for your product or service, others are trying to determine whether your solution is right for their needs, and others are trying to decide whether to purchase from you or a competitor. A well executed content marketing strategy is all about delivering the right content to the right people at the right time.
Before we begin constructing a content marketing strategy, we’ll conduct a content audit of your existing website content. For each piece of content on your site, we need to answer a number of questions: What type of content is this? What is the topic of this content? Who is the audience for this content? How does this content relate to your product or service? How much does the audience already know about your product or service? What stage are they at in the buying process? Does this content address their needs? Are there other existing pieces of content that better address the needs of this audience? We’ll also need to determine whether there are audience needs that aren’t being met by any of the content on your site.
From there, we’ll set to work developing a content marketing strategy that aligns with your brand and establishes your website as a content marketing hub that informs potential customers about your product(s) or service(s), addresses any concerns they may have, effectively positions your offering against your competition, makes the buying/conversion process simple, and helps turn potential customers into lifelong customers and brand advocates. We’ll create a content calendar that accounts for each piece of content on your website, as well as every social media post and email newsletter. We want to make sure that each piece of content has a purpose and every customer question is addressed.
The end result is a consistent stream of blog posts, informative articles, social media posts, and email newsletters; along with the intermittent publishing of premium content such as infographics, ebooks, and white papers. All of this content is created with the goals of engaging your customers, building your brand, and increasing leads and/or sales.
- Social Media Management
- Email Marketing
- White Papers
- Content Marketing Strategy
- Content Calendars
- Content Audits
- Content Inventories