Content Marketing is publishing helpful information. Now is the greatest time in history for the distribution of content. You can reach people with articles, videos, audiobooks, podcasts, images and every other form of digital content — for free. Distribution has become commoditized. But the flip side is that many people try to push their uninteresting or irrelevant messages out to viewers, and as a result, they disregard it and become annoyed.
Create only interesting content and deliver it through relevant channels.
Content Marketing works when goals are set, it's tied to a strategy, and produced with a specific buyer persona in mind.
Everyday people create boring content for the sake of having content. Are you guilty of this? Don’t feel bad. Most people have started a blog at one point or another only to quit after a few weeks when they realize no one’s reading it. Provide interesting content and viewers will follow.
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
(Demand Gen Report, 2016) (Source: https://www.hubspot.com/marketing-statistics)
A content strategy works when you understand your audience. Answer questions they have and educate them on the topics they're searching for. Who would you rather talk to: a salesman or a product specialist? Be helpful.
Talk to them instead of selling at them. Not every viewer is at the buying stage.
Organic Content is a powerful long-term tool for attracting new customers. Unlike paid ads which disappear the instant you stop paying, your content will live online for as long as you leave it published. That means once it’s published it’s out there 24 hours a day, 365 day a year for people to find.
B2B researchers do 12 searches on average prior to engaging on a specific brand's site.
(Google, 2014) (Source: https://www.hubspot.com/marketing-statistics)
Buyers are searching for content on your product and your competitors. Provide them with content that educates and informs them on when your solution is a better fit. And provide it in all the ways your customer consumes information, that could be a video, or a PDF, or maybe a Podcast. Make it convenient for them to learn about your products and services. That’s how you win.
A Content Audit is a great place to start. Find out where the quick wins are to get more traffic to your site, and then to nurture and convert those visitors. Click the link below to schedule a phone call with Jason Zagami.