“Content marketing” is one of those terms that may sound buzzword-y to small business owners. Or to pretty much anyone who doesn’t work in marketing.
But the concept is simple. Which is more appealing: “Here are some ideas that may help you solve your problem” or “Here’s some stuff I want to sell you”?
Exactly. Content marketing is about putting the buyer’s needs first. That’s what makes it so effective. Definitionally, content marketing means creating and promoting information in various formats—text, audio, video, visuals—that attracts a targeted audience of prospective customers and ultimately helps them make the decision to do business with you.
Content marketing starts with strategy. Research shows “marketers who document their strategy are much more likely to accomplish their content marketing goals and be successful.”
With the strategy in place, content development starts with assets likely to attract buyers in the early stages of their decision process; content such as blog posts, infographics, white papers, ebooks, and checklists.
Once prospects become “known,” content like webinars, customer stories, and frequently asked questions (FAQ) pages can help move them toward purchase. Finally, as the decision nears, assets like competitive comparisons and ROI analyses can help seal the deal.
Do you have a documented content marketing strategy in place? Content for each stage of the purchase funnel? The capability to regularly produce fresh content? If you’re struggling in any of these areas, perhaps we should talk.
My B2B Content Marketing Services
Content production planning / timeline development
Content distribution planning
Content promotion planning
Content marketing performance reporting
Top-of-funnel (TOF) content:
- web copy
- blog posts
- expert roundup posts
- social media content
- direct mail design / copy
- expert interviews
- infographics / interactive graphics
- repurposing content
- white papers
- ebooks / guides
- online tools (develop specifications)
- ad writing / design
- landing pages
Middle-of-funnel (MOF) content:
- prospect newsletters
- offer emails
- customer interviews / case studies
- presentations / webinars
- data sheets
Bottom-of-funnel (BOF) / customer marketing:
- competitive matrices
- ROI analyses
- how-to-use demo videos
- welcome kits
- customer experience audits
- customer surveys
- customer newsletters