Content becomes the link connecting businesses to customers. Storytelling sets the tone for their engagement. Blogs, social networks and video-sharing sites inform, entertain and empower your best prospects and clients. – Trond Lyngbø
Content Marketing can address every stage of the sale funnel.
Well planned Content Strategies should have a piece of content for everyone at every stage of the sales cycle. This includes everyone from the general public all the way to yesterdays customers.
First, by creating easily shareable content for the general public or even people just beyond the upper limits of your sales funnel, you can actually help your entire site gain domain authority by attracting more monthly visits, acquiring more backlinks, and increasing activity on social media channels.
Secondly, by raising awareness, answering questions, and addressing concerns Content Marketing can aid prospects through each and every phase of the sales cycle.
Lastly, just because a person has already purchased your product or service doesn’t mean they shouldn’t be addressed in your marketing plans. Content can be produced to keep people coming back again and again. Pieces centered around continuing education, product updates, or even company updates, can help ensure customers will recommend your business to their friends and family.
Content Marketing not only informs people, it can convert prospects.
In reference to my previous point, Content Marketing can help prospects build so much trust and confidence in your business’ product or service, they will be ready to purchase by the time they call in or visit a location.
The idea behind this concept is that your high quality content will qualify a prospect by clearly explaining every reason someone should buy your product or service. The content you’ve produced will in turn, nurture the prospect by addressing all of their concerns and answering their questions. Lastly, prospects will be ready to purchase because they will be well informed, know what they want, know why they want it, and now trust your brand.
Content Marketing helps you find out what is important to your market.
I know it’s a passive approach, but it still has value. Pieces of content can be used to gauge market interest. The more activity an article generates – the more your audience is concerned with that topic.
Be sure to remember, content can always be repurposed. Meaning, if you write an article that sparks a large amount of activity, host a webinar on that topic, create an infographic, or create a video blog. The main goal is to keep the ball rolling, generate even more exposure, and dig deeper into the market.
Content Marketing lets you tell your story.
This is something that Joe Corporate needs to understand. The internet has made finding and sharing sensitive information with the world incredibly easy. Using Content Marketing to inform people about your business, its morals, its agendas, and even its hiring practices can help everyone – including the general public – build trust, create understanding, and develop confidence in your company.