Why This Content Marketing Agency Website Has This Structure
From the start I've intended this site to be educational in nature. I've felt that when customers, leads and prospects for our business services see our transparency and desire to share, they'll recognize that we're in the customer relationship & revenue-building business.
As a strategy, it's a risk. Dozens of colleagues have warned me against making the knowledge freely available. They want to gate it with a form. Or publish it in a book.
To me, this site is an experiment in walking the walk of content marketing. I'm prepared to share my knowledge with my audience. I think it's a fair exchange. Because anyone who's read through bits of the site is quite a trooper in my eyes. And I'm grateful you've taken the time to read and perform your due diligence. Thank you.
I've tried to create a condensed lesson plan for interested readers who need to understand content marketing strategy, what it is, and how to go about content marketing without getting lost.
The site is heavily skewed to educational and thought provoking material to help the C-Suite and Management come to grips with this burning, very persistent question: "What is engaging content; Where do I get it; and How do I get enough of it?"
The road as metaphor for content marketing may be over-used, even so it's appropriate. Your ideal customer goes through a distinct journey when they buy from you. You in turn need to understand their journey, and you need to understand your own journey.
OK, here's the way it works. You are travelling a parallel journey to your ideal customer. You're moving from unknown stranger to sales-ready lead. The way you move from one state to the other is by creating a relationship with your ideal customer which begins to replace skepticism with belief, trustworthiness and reliability.
There's only one way to become the ONLY choice your buyers have — that's to create a bond with them based on perceived value, honesty and trust.
Your journey is the same as theirs. You're moving from stranger suspect to prospect to lead, and all the while you're using your marketing pipeline. It's the systematic process we've developed to process customers. You're using your marketing pipeline to disqualify prospects and leads as quickly as possible to reduce time-to-cash, improve Sales success and efficiency, and improve customer profitability.
And those people are doing the same thing. They're trying to find out if you and your stuff are the right fit for them.
To try and make this "process" clearer, I developed this website to help everyone be clearer about what content marketing can and can't do.
I hope you find the information and help you need to solve your problems and achieve those business goals and objectives that keep on popping up.
Sincerely, David Morrison.
Founder of Busywriter.
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