Creating and distributing valuable, relevant, and compelling content to attract and acquire quality leads
The most difficult challenge facing marketers today is how to generate quality leads. Once you have a prospect’s email, you can nurture them along the buying process – from Awareness, to Research, to Consideration, and finally to Purchase. However, how do you create awareness with prospects that may not even know you exist? The answer is Content Marketing.
Great Content Marketing starts with putting yourself in your prospect’s shoes. How do your prospects learn about products and services? What industry websites are bookmarked on their browsers? How do they recognize that they have a problem that your solution addresses? What questions do they have when they start to research a solution to their problems?
The #1 secret of Content Marketing is to provide valuable answers to these types of questions. The key word is value. The form your content takes is up to you. It can be a blog post, a case study, a whitepaper, or even a video or podcast. You must provide engaging and valuable content that will help your target audience solve a problem or confront an issue. If a prospect is convinced by your content that you truly understand the problems they encounter, it is only natural that they will look to you to provide the solution.
Thinking like a prospect and developing your content with that prospect in mind, will make it easier for your content to be found when they turn to Google and other search engines to find solutions. The key is to make your content as targeted as possible and to distribute the content in the corners of the internet where your prospects live.
We work with our clients to help them generate more leads and have found that utilizing content marketing is highly effective in achieving this goal.
Many of our clients are intimidated by the effort involved in producing valuable content. We help our clients develop and document a formal Content Marketing strategy. We begin with performing an inventory of your current Content Marketing efforts. We help you develop detailed buyer personas of your ideal customers that include what digital channels they use and defining their primary challenges and concerns.
Next we use this information to map out a strategy for creating or curating the kinds of digital content that will be compelling for your audience and defining the best digital channels to use to make sure they are engaged. Lastly, we implement a system to measure performance that makes it easy to continually optimize the process. Content Marketing is truly a journey and not a destination.
We can help you along this journey as you try to connect with more prospects and turn visitors into leads and leads into customers.
Click here to learn more about how Content Marketing can benefit your organization with a free Marketing Assessment from Clarity Marketing Services.