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Content Marketing - part 2

Atualizado: 28 de set. de 2022

We got into content marketing yesterday, so in today’s blog some additional thoughts to get on the right track to explosive performance.

Premeditated schemes need a solid retention loop that offers a fail proof system to bring back customers. If the package deal submits best way to market performance, then not only should customers be aware of it, but they should contribute to an ever-expanding presence. Once automation is set up, it can always be tweaked by adjusting minute details as opposed to major changes. Content marketing will help here.

Investment into catchy appealing customer bonuses is a great tactic to glue onto customer retention. They’ll feel part of something bigger. The bigger the better, as these consumers are ultimately the bread and butter of any operation. It’s important because content marketing is a go-to tactic that has been proven to work. Additionally, it provides a competitive advantage. See what the research says about content marketing:

  • Businesses with blogs get 67% more leads than other companies.

  • Forty-seven percent of buyers view 3 to 5 pieces of content before engaging with a sales representative.

  • Companies that use content marketing see approximately 30% higher growth rates than businesses not using it.

  • Seventy-two percent of business to business (B2B) or business to consumers (B2C) marketers say content marketing increases engagement and the number of leads generated.

A business can use content marketing to attract leads, make a case for a product or service when someone is researching what to buy, and then close sales. However, to use it effectively, there is a need to deliver the right content at each stage of the sales cycle which means from awareness through consideration to purchase. Approaching content this way actually simplifies the process.

Companies use content marketing in each phase of the sales cycle to engage and sell, so at the first stage of awareness in the sales process, content should focus on the top concerns of an audience. Thus writing about their sore points, challenges, and questions gives you the best chance of engaging with them. Content at the awareness stage should be educational, how-to advice i.e., to save selling for the consideration and closing phases.

In the consideration stage, content should offer a mixture of helpful information and marketing. It should educate the reader about what features or functions to look for and how various features address their needs. Of course, content should lean toward what the business offers.

Content marketing plays an important role when a prospect is close to buying. At this stage, focusing on sales should continue to drive home why it is the best choice rather than just how great the products or services are.

The central message here should be expertise, knowledge, and the differentiating benefits of what is being sold. The best content for this phase would be case studies, user-generated content, buyer’s guide, product video, and research report.

To put content to work for your business, let your expertise and unique value shine through by creating content to attract, engage, and sell. With some planning and systematic content marketing, you can reach the right people and inspire loyalty to your brand.

Take care!

Prof. Carl Boniface

Vocabulary builder:

Premeditated (adj) = well-thought, thought-out, planned, deliberate, intentional, calculated intended, conscious, studied, (ant) spontaneous

Tweaked (v) = pinched, nipped, squeezed, jerked, twisted, fine-tuned, corrected, adjusted, modified, regulated

Catchy (adj) = memorable, attractive, likeable, appealing, popular, captivating, (ant) forgettable

Bread and butter (n/idiom) = a person's livelihood or main source of income, typically as earned by routine work. "Their bread and butter is auctioning electrical devices.”

Sore (adj) = pain, tender, (ant) comfortable

Lean (v) = rest, prop, support, place, put, be supported, tend, incline

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