Marketing Strategy

Four Surefire Ways To Supercharge Your Content Marketing

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Research shows that an inbound content marketing strategy delivers 54% more leads into the marketing funnel in comparison to traditional outbound marketing methods. I’ve had the opportunity to launch inbound marketing strategies for several organizations over the years. Without fail, the implementation of a solid content marketing strategy has resulted in a dramatic increase in lead generation, shorter sales cycles, increased volumes of product interest and better quality leads. While not all content marketing is created equal, there are a few foolproof tactics you can rely on to get results.

Whether you are brand new to content marketing or have been pumping out content since Blendtec’s first “Will it Blend?” challenge, the following four content marketing tips will help you drastically up your content game.

1. Focus on content that provides value to your audience.

Create market-relevant content that is educational, insightful and interesting — don’t make it about your products (at least at face value). The primary goal of each piece of content you produce should be to pique the interest of your audience and make their lives better. How can you make your target audience more productive? Happier? Surprise them. Teach them something useful. The sweet spot is educating your audience about a topic that leads to a need for your product.

But make selling your company and your products the secondary goal of your content marketing efforts. No one wants to read about your latest acquisition unless it makes a difference in their day-to-day lives. Have a new feature release? Go the extra step to determine what really drove the need for developing that specific feature, and focus your content around that need — rather than your product. At my company, we launched a robust media hub dedicated to top-of-funnel resources for the construction industry. We only publish industry news, best practices and interesting thought leadership — no product content allowed.

2. Help your prospects move through the buyer journey with direct calls to action.

About 57% of the buying process is done before a prospect even speaks with a sales representative. That means your buyers are proactively searching online for solutions to their problems and doing their own research — hence the significant influence of content marketing in today’s buying decisions.

If you don’t have your content mapped to your buyer journey, then start by identifying content for each stage of the buying process (awareness, consideration and decision). Stage one (awareness) pieces should focus on industry research, insights and opinions, stage two (decision) content should consist of product comparisons and evaluation pieces, and stage three is where your product-specific content should live.

When publishing your content, make sure you provide direct calls to action (CTAs) to encourage your readers to move themselves to the next step in the buyer journey. For every gated top-of-funnel guide you produce, create two to three lead-in blogs that solicit a call to action to download the full guide. When a prospect downloads a guide or e-book, put them in an email nurture that educates them down the sales funnel. No single piece of content should be an island. Intentionally plan your content to fit into a cohesive flow from top to bottom of the buyer journey funnel.

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Research shows that an inbound content marketing strategy delivers 54% more leads into the marketing funnel in comparison to traditional outbound marketing methods. I’ve had the opportunity to launch inbound marketing strategies for several organizations over the years. Without fail, the implementation of a solid content marketing strategy has resulted in a dramatic increase in lead generation, shorter sales cycles, increased volumes of product interest and better quality leads. While not all content marketing is created equal, there are a few foolproof tactics you can rely on to get results.

Whether you are brand new to content marketing or have been pumping out content since Blendtec’s first “Will it Blend?” challenge, the following four content marketing tips will help you drastically up your content game.

1. Focus on content that provides value to your audience.

Create market-relevant content that is educational, insightful and interesting — don’t make it about your products (at least at face value). The primary goal of each piece of content you produce should be to pique the interest of your audience and make their lives better. How can you make your target audience more productive? Happier? Surprise them. Teach them something useful. The sweet spot is educating your audience about a topic that leads to a need for your product.

But make selling your company and your products the secondary goal of your content marketing efforts. No one wants to read about your latest acquisition unless it makes a difference in their day-to-day lives. Have a new feature release? Go the extra step to determine what really drove the need for developing that specific feature, and focus your content around that need — rather than your product. At my company, we launched a robust media hub dedicated to top-of-funnel resources for the construction industry. We only publish industry news, best practices and interesting thought leadership — no product content allowed.

2. Help your prospects move through the buyer journey with direct calls to action.

About 57% of the buying process is done before a prospect even speaks with a sales representative. That means your buyers are proactively searching online for solutions to their problems and doing their own research — hence the significant influence of content marketing in today’s buying decisions.

If you don’t have your content mapped to your buyer journey, then start by identifying content for each stage of the buying process (awareness, consideration and decision). Stage one (awareness) pieces should focus on industry research, insights and opinions, stage two (decision) content should consist of product comparisons and evaluation pieces, and stage three is where your product-specific content should live.

When publishing your content, make sure you provide direct calls to action (CTAs) to encourage your readers to move themselves to the next step in the buyer journey. For every gated top-of-funnel guide you produce, create two to three lead-in blogs that solicit a call to action to download the full guide. When a prospect downloads a guide or e-book, put them in an email nurture that educates them down the sales funnel. No single piece of content should be an island. Intentionally plan your content to fit into a cohesive flow from top to bottom of the buyer journey funnel.

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