What do you tell your readers on your website?
Do you tell them how good your products and services are?
Are you proud to tell your website readers what a
- good company you have?
- how long you have been in business?
- what makes you special and distinct from your competitors?
Yes? Then you have problem.
Your content marketing strategy is all wrong.
Why? Because it’s about you and nobody cares about you. It’s not personal, it’s just that you are not telling the viewers what they came for, answers to their questions.
Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you1.
Traditional offline marketing doesn’t work on the internet. Your readers are not on your website to read an ad. They are there for information.
Information sells, not the pitch. That’s what makes marketing on the internet so different.
Building a content marketing strategy
Think of the reader who lands on your site. She’s there to solve a problem and needs information. You are giving her an ad.
She’s not there to read a sales pitch. She most likely lacks the time and patience for it. She will click away to some other website giving her what she wants, information to solve her problem.
Give her the information she needs and she will start getting interested in your business. Information builds trust with her. Trust builds a relationship with her. Relationships build sales from her.
That is how you build your strategy, giving your readers the information they want.
7 out of 10 consumers say they prefer to learn about a company or solution to their needs from articles rather than ads.
Content marketing works because it helps people find the information they need and in the form of an news article or editorial.
80% of decision makers use editorial-style content to make decisions.
But information does not have to boring. Far from it. Have some fun, be creative. It’s okay to tell it all from your point of view.
How? Tell a good story.
Why a story?
Well, who doesn’t like a good story? Particularly if it’s true, right?
A good story is authentic. It creates an emotional bond with the reader. Those stories help create your brand. Good information with a good story makes for terrific relationships.
72% of marketers think that branded content is more effective than magazine advertisements, 69% say it’s superior to direct mail…
Good branded content is not limited to your website. You have to place it everywhere your prospects go to find it.
This means your stories must be on your
Website
Emails
Social Media
Company blogs
Content marketing works for every type of company, B2C sales or B2B sales
Just by maintaining a company blog, B2B lead generation improves by 67%.
What could your firm do with 67% leads? How much business is that worth?
Isn’t all of that branded content expensive…and hard to do?
No. All it takes is some work.
Using [content marketing] tactics saves an average of 13% in overall cost per lead.
Your business creates these stories everyday just by serving your customers. It’s the normal one on one relationships you have always had transformed into digital content.
All along you’ve solved problems for your customers. It’s really just writing them down and telling the right story to the right people in the right way.
Not sure where to begin or how to do content marketing to get more customers? Click the button and let our content management services tell your story.