How Content Marketing Helps To Build Profitable Businesses
Content will get you an audience. Great content will get that audience to do something. That's the elusive stuff they call engaging content. Start a content marketing campaign immediately that converts your traffic into prospects and sales–ready leads.
Content marketing strategy & campaigns are about people power. Consumers aren't stupid, although judging by some advertising and marketing materials - it appears as if some marketers and businesses still think people are stupid. This breed of cynicism demonstrates their contempt for and ignorance of the very people they're trying to sell.
People power is what makes content marketing effective. Customer 1st Content Marketing power is shaped by and subject to the modifying influence of people power. If Google can find you, people will find you. If Google understands your website, then more people will find you.
What people are desperate for is information to help them make a decision. Give it to them. Because crummy content turns people off. If people reject your content, they're rejecting you and your stuff as well - and the business will fail.
Here's what content marketing can and should do: get you found, and then convince and inspire a logical prospect for a product to try it once. For B2B products and services, it should inspire your customers, leads & prospects to take action and move through the education and consideration phases of the buy cycle. That's it. Get found by your ideal customer through Customer 1st Content Campaigns.
Along the way you'll create some trust and begin a business-buyer relationship. And hopefully minimize the prospect's skepticism to the point of creating a sales–ready lead. It's important to notice the words "convince and inspire" because that's the path of conversion in real terms: "convince" me I should (logic) and "inspire" me to take action (emotion).
Content that fails to move the buyer to take action is wasteful. Your content has the objective of moving the buyer, your audience, through the marketing pipeline via a sequence of positive actions. It's designed to provide them with valuable information they need to make the buying decision. If your content isn't pre-selling, educating & selling — then exactly what is it doing, and why did you waste time and resources creating it?
Your website is the epi-center of all your marketing and advertising activity. Most websites have the personality of a dental drill (overbearing), or are as shy about selling as a debutante tripping over the roses in the hallway carpet(underwhelming). Selling is not inherently bad. The root of marketing is the verb 'to market'. No matter how you dress it up, your website needs to sell, and content marketing campaigns make the selling process (the marketing pipeline) methodical, predictable, systematic and measureable.
How Well Do You Measure Up?
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It's all about being found, and then being understood. That's findable and getable. Nothing else really matters, though a whole nation of vendors are out there waiting to pounce and sell you the next new thing.
This site tries to be realistic. It's designed to remind you of old–fashioned business values and virtues that tend to get lost these days. To stay in business - businesses need to sell. Businesses need customers, and plenty of them. Further, businesses need customers who don't complain, are willing to pay a premium price for excellent services and products, and are willing to stick around for years to come. Your ideal customer.
Those are high-value customers. Responsible for about 80% of your revenue. You need them. We all need them. And the problem is that so few marketing firms and digital agencies ever admit they're in the business of finding and creating them.
How do you measure the effectiveness of content. Marketing automation, and analytics software have the potential to provide you with endless data. I think raw data is useless. Only when you can attach the data to a specific tactic in the marketing pipeline and meaningful action taken by your customer, lead or prospect does the data become knowledge.
Here's the fastest way to measure the effectiveness of your content.
Check your sales figures.
If they show a low initial rate of trial followed by high repeat purchase among the few who tried it you have a great service/product and poorly performing content–marketing pipeline combination.
The opposite, high initial trial and sudden dip into low repeat-purchase = a great content and lousy service/product combination.
Low traffic to lead ratio followed by high loyalty—low customer churn indicates underperforming content–marketing pipeline combination.
High traffic:lead ratios and low sales closes and high customer defections suggest an effective and efficient content–marketing pipeline combination and crap service/product.
High trial or traffic:lead ratios and high repeat purchase and minimal customer defections = The sweet spot.
Effective content marketing and a great service/product.
Putting you in the customer creation business.
If you already know you want to increase the value of your business, and that getting and keeping more customers at a reasonable cost is what you need; there's a very good chance you're going to like what you find, and read, on this site.
Do you need some help defining and creating a unique competitive positioning?
Call us today to get your Customer 1st Content Marketing Strategy for shorter sales cycles and reduced marketing investment risk. We'll get you started. You'll see results.
Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.
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