As prospects and buyers search the web for answers to their questions and solutions for their problems, your brand continues to show up.
Content marketing helps to further establish your brand as a thought leader in your industry, which strengthens relationships with buyers.
It is not a short-term strategy, but over time, a library of great content will continue to reach more qualified leads and interested buyers.
Content marketing is the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer. The marketplace we live and work in today is radically different from the one in which many of us started. Salespeople and store employees used to be the experts, and brands and businesses used to spend advertising dollars to find prospects who needed their services.
An effective content marketing strategy is built on two pillars that you (hopefully) have already: A set of robust, strategic personas, and An understanding of your typical buyer’s journey. Each content asset should appeal to one (or two) personas at each stage of their buying journey, gently nudging them to the next stage.
Social media is one of the primary vehicles for a content marketing campaign—especially the more entry-level, entertaining pieces.
Content Marketing has become an increasingly important part of a successful and strategic marketing mix. Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.