Content Marketing
Now more than ever, businesses can take advantage of inventive content marketing tactics to drive substantial growth to their company. Not only does the right content marketing strategy help you communicate your brand’s message to the right audience, but it can also set your firm up as an industry influencer.
According to a 2019 B2B survey performed by the Content Marketing Institute, nearly 90% of B2B companies put their audience’s informational needs before the company’s sales and promotional messages. This might seem a little off-balance but doing so can actually generate substantial returns. This is because you’re providing potential and current clients information that they can use, which will eventually lead them to make the right decision (i.e. purchasing your products or services.)
Multiple Content Formats
When one thinks of creating online content, blogs and advertising are some of the first things that jump to mind. However, this is only the tip of the content marketing iceberg.
There are many different ways content marketing can help you connect with customers and generate the returns and click throughs you need to remain competitive. In addition, by incorporating targeted tactics, you can expand your reach as far as possible, connecting with clients and potential audience members in many different ways.
Some of the most common tools marketing professionals use include:
Case Studies
These can be a great way to show how you solve specific problems for clients. Case studies along with videos can be used to illustrate everything from providing answers and solutions to problems your customers are facing.
Social Media Posts
When it comes to connecting with clients, developing your branding strategy, and positioning your firm as an industry expert, social media is a great tool. You can speak directly with audience members, solving pain points and building trust, all of which attract new customers.
Videos
Blogs
Unique blog content differentiates your brand by addressing industry niches, communicating trends, boosting SEO rankings, and building credibility – companies using blogs report over 60% more monthly leads and higher conversion rates.
eBooks & Enticements
eBooks offer in-depth, valuable content in exchange for minimal user information like email addresses, demonstrating expertise while generating qualified leads.
Infographics
Infographics present complex information in an eye-catching, digestible format – perfect for showcasing ROI, explaining processes, or illustrating the client journey from start to finish.
Images
Quality, properly-sized images attract visitors and improve SEO rankings when optimized correctly by a content marketing specialist.
Social Media
Social media and email marketing are effective ways you can connect directly with your audience members and give potential customers that push they need to make it through the sales funnel.
Email Marketing
Email marketing is another way to draw in customers or connect with past clients to create revenue. This is because you can tailor your messages and create something that’s personalized and truly resonates with your target audience.
Other Important Aspects of
Content Creation
There are a few more important components to creating a comprehensive content marketing plan, these often include:
Performing a Content Audit
Since Google bases its search algorithms on a host of things, such as proper keywords, website speed, design and usability and whether its optimized for mobile, performing a content audit is a must to rank at the top of Google searches.
Identifying Key Personas
Do you know who’s most likely to invest in your products or services? If not, you have a clear problem on your hands. Your content needs to be tailored to your key personas, which is why performing persona research is such a necessary component of content marketing.
Aiding Buyers in the Decision-Making Process
When a potential buyer visits your site, the end goal is to have them purchase or send an RFQ for your products or services. That’s why different content is created for different stages of the sales funnel.It takes unique content to get them past each stage and through the funnel for a sale.
Does your content need an overhaul to attract more quality leads?
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