Most businesses need an online presence to attract new customers. But how do you get your business out in front of potential sales leads? One powerful way to do this is to use content marketing. This includes creating blogs, videos, eBooks, podcasts, webinars whitepapers, and case studies.
A poll conducted by Hubspot showed that businesses that blogged had 126% more leads that those that did not blog. This is why content marketing is used by some of the biggest brands from Microsoft to Whole Foods. According to Hubspot, the average company that blogs has:
- 55% more visitors
- 97% more inbound links
- 434% more indexed pages
Content Marketing is a major part of SEO. When you create a variety of content types, you are increasing your SEO, which means that the likelihood of your website appearing at the top of search results will be higher. Also, by generating different types of content, you will be positioning your brand and yourself as a content leader. So when people have to make a purchasing decision, you will be on the top of their minds.
Here are some tips to consider when creating a content marketing strategy:
Know Your Audience
When creating content keep in mind that you are selling to actual people, regardless if you are a B2B (business to business) company. You will need to understand your audience so that you can produce content that will resonate with them. Also, you need to understand that the results of your content marketing efforts will not be realized overnight but usually will take 6 months to a year.
Sharing Your Content
So you created a few blog articles and an eBook. What do you do now? Once you have some content the key to success will be to utilize social media to promote that content. Use Twitter, Facebook and Linkedin to share blog post updates and your eBook download page. For each social media post, include an image. Studies have been done to show that images attract more clicks and readers.
Staying consistent will breed familiarity, comfort and loyalty. When an audience knows what to expect from you and your keep delivery good content, they will continue to come back for more. This will create a loyal readership which can lead to actual sales. Help your readers solve real life problems by continuously providing content that is informative and avoid trying to be too aggressive in trying to sell your products. Instead of hard core promotions, educating your target audience is what will reel them in.
Data driven content is will help you establish credibility. This is what will really get people to purchase from you. What this means is that you will need to do your research when creating your content. Include statistics from credible sources, case studies, gallup poll results, etc.
Content Marketing has taken over as a way to generate leads, maintain existing connections, and build relationships with existing clients throughout the sales cycle. With the popularity of this marketing technique, many of the core principles of content marketing have not always been communicated effectively which has led to a lot of misunderstanding of how content marketing really works. The concepts listed above will help you understand what is most important when creating your own content marketing strategy.