Content marketing is the process of publishing on the web useful, relevant and interesting content that serves your buyers.
The aim is to educate, inform and entertain your prospective buyers so that the ‘right people’ know, like and trust you, and eventually become your customers and referrers.
As a rule of thumb, 75 per cent of web searchers with a problem are looking for information to help solve it, 23 per cent then compare the options they find, and only 2 per cent are actually ready to take action by enquiring or purchasing.
You can apply this data to both b2c ans b2b. Products or service based business. the only real difference is the sales cycle timeline.
Let this knowledge help you to frame your web marketing efforts and structure your content to guide and assist people at every step of their journey.
Relationships take time
Too often you’ll see websites where the only call-to-action is to ‘contact us’ or ‘buy now’.
They skip the get-to-know-you stages and expect to close a customer on their first visit.
It’s equivalent to proposing marriage to a stranger!
Even if you’re the right match for each other, it still takes time for the relationship to develop.
On the web, plenty of useful content means people can be comfortable getting to know you at their own pace.
No-risk offers ‘No risk’ means exactly that:
visitors to your site can find the information they are looking for easily and without encountering any barriers.
The goal: evwntually provide With more than enough posts and videos freely accessible on your blog, so there are plenty of ways for people to get to know you!
The information includes marketing advice, expert interviews, how-to articles and videos aimed at addressing a wide range of problems.
DO NOT just sitnhere are write ablut you or your business…
NO ONE GIVES A FUCK!
9 times out of 10 people search in this order:
Visitors should be able to access your flagship and premium content in order to deepen their knowledge and to get to know you better.
When people are ready, they can easily download yiur premium content or request a software demo by entering basic details such as their name and email address.
You deliver the premium content and reciprocate the gesture of trust by providing your personal details as well.
This is known as a low-risk offer because both parties are sharing something of value. This mutual deepening of the relationship is like exchanging business cards when you meet someone interesting.
From here the relationship has the opportunity to evolve.
At the comparison stage customers conclude that you or your competitors can help solve their problem.
They want to make the right decision so they are now comparing options.
So you need to make it as easy as possible for them to decide if you are a good fit for one another.
To help this comparison, the more you can share on guarantees, testimonials, frequently asked questions, endorsements and your products and services, the better.
Email newsletters and social media are particularly powerful at this stage in helping them get to know you as people — to humanise your organisation.
Only after progressing through the first two stages will people be ready to take action. Whether you want this final 2 per cent to call you, contact you via a form or buy now online, make sure it is as easy as possible for them to do so.
Are results really coming?
The biggest mistake that would-be content marketers make is giving up just before they start to get traction.
Content has a compounding effect, just like money in the bank.
The more money you have, the more interest it pays you.
The more content you publish, the more ‘interest’ you’ll gain from readers, as recognised by social shares, backlinks, search rankings and leads.
Just as money you invest today will pay dividends in the future, content you create, publish and share today will earn you leads, customers and revenue for years to come.
Just in case you were lazy and skimmed the content, here is a breakdown:
Give people plenty of content so they can get to know, like and trust you.
Seventy-five per cent of web users with a problem are looking for no-risk (for example, blog posts) and low-risk (for example, flagship content) sources of information to solve it.
Twenty-three per cent of people compare options, so provide them with product and service information, and testimonials or endorsements.
Let them get to know you via email newsletters and social media.
Two per cent of people actually take action, so make it easy for them to enquire or purchase.
Content has a compounding effect, like money in the bank.
Repurpose content to amplify your results.
It’s always good etiquette to give credit where credit is due.