Valuable content alone will not guarantee an audience. Content amplification is required to get your marketing machine humming. You need to define your customer persona and get inside their minds. It's estimated that the average adult now receives over 2,000 commercial messages a day. We are all time poor with communications overload.
The old way of advertising and marketing does not work anymore. Most customer journeys now take place across several channels. These can include influencer marketing, video content, blog articles, social media marketing and email promotion, along with traditional marketing formats.
Facebook and Google data show that the right message accounts for 80% of the return path to your website. Consider, that on average, 95% of your website visitors will never make contact with your business. The right content creation will provide another chance for you to engage with that prospect on a return visit. Generating effective marketing that will tap into your prospects' emotions and impact your bottom line, requires a specialised team of experts.
A thorough content map will take into account, strategy, planning and campaign management. Knowledge in areas such as UX design and analytics for demand generation is essential. Then there is content engineering, where frontend designers and backend developers work with video editors and copywriters to produce a range of material that is valued by your target persona.
It's a lot of work that requires more than one individual to pull it all together. A successful campaign requires an entire team with specialised skills.
Content marketing helps your business in the following way:
These all combine to help boost conversion rates and improve your bottom line.
Companies that use content marketing regularly see 3.3 times more visitors per month within their first year of introducing an integrated CRM to track their leads. They also see 3.5 times more leads per month within a year and a whopping 79% increase in sales revenue.
Now that you understand why you should invest in content marketing, let's look at some marketing tactics to help you decide which types of content you want to create. Creating content around the customer journey will help to lead them along a path from prospect to customer.
At the first stage "Awareness" the prospect is looking for help or a fix to their challenge. e-books, tutorials and informative blog posts should help to educate and clarify.
The next stage in the customer journey is the "Consideration" stage. The prospect has a better idea of what needs to be done and is searching for a potential provider. In this stage, case studies, comparison tables and customer reviews will keep your prospect's highly engaged.
The third stage is ready to "Purchase" stage. Content like a product service page and video testimonials will provide the confidence and reassurance your prospect is seeking.
The content mapped out across these three stages should position your company as the experts and the logical solution.
Every piece of content should support and drive your overall business objectives. Planned to elevate and promote activities such as trade shows, sales, awards, marketing campaigns and even recruitment. The best way to achieve this is with the use of a content calendar.
A calendar will enable planned marketing pieces that work towards a strategic goal.
We can help you develop a calendar to prioritise your efforts and ensure aligned communication across the entire organisation. Your team will work on the most important, highest value content at any given time.