Content Strategy That Puts You on the Map
The purpose of inbound content is to attract, delight, and engage your target audience through helpful content and experiences that are specifically tailored to them. When we implement content strategies for our clients, we rely heavily on producing valuable information that will educate and help address the pain points of your target personas. We then create meaningful messaging that will reach each of these audiences at the appropriate time during the buyer's journey: awareness stage, consideration stage, or decision stage.
Your customers are actively searching and conducting research online before making a purchase. The buyer’s journey shows the different stages potential buyers go through before deciding on a solution. We use the buyer’s journey as a roadmap for guiding relevant content to your potential customers depending on where they are in the decision process.
Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem.
Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.
Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.
Creating a content strategy is essential in attracting and converting your target customers. Simply stated, your content strategy is a plan for reaching your customers with the right messaging at the right times through the right channels. Your content encompasses all forms of your messaging, including written, video, downloadable offers and more. Through a consistent inbound content strategy, your customers will understand why you exist and will begin to rely on the helpful information you provide through various content resources.
Conducting SEO keyword research is a key factor in increasing your website traffic and overall search engine ranking. Each piece of content we produce for our clients is fully optimized with relevant keywords, strategic headers, meta tags, meta descriptions, and other technical elements that are favored by search engines.
Planning and writing content with the reader in mind will always go further, helping your buyer connect with your company and the personally helpful information you're providing.
Your readers have problems (a.k.a. "buyer pain statements"). When you start with the problem your content will address, your content will connect with leads looking for solutions.
Understanding your business' unique value proposition, and then conveying that in your content, will set you apart from the competition and information overload in the marketplace.
Roughly 60% of marketers stated Content Marketing is ‘very important’ or ‘extremely important’ to their overall strategy.
Source: HubSpot Research, North American Survey, Jan - Feb 2020
However, only 24% of marketers plan on increasing their investment in content marketing in the next year.
Source: HubSpot Research, Global Survey, Nov - Dec 2019
How do you measure the success of your content marketing strategy? Sales! The most common measurement of success for content marketing is Total Sales generated.
Is your team set up to consistently produce successful content, and show a return on investment? If not, that's where we come in.
When done correctly, content marketing helps create a relationship with your audience, which leads to trust. And if your audience trusts you, they’ll be more willing to do business with you when they’re ready to make a purchasing decision.
The activities and readings in this workbook will help you fine-tune and grow the content capabilities for your business.
"To get a 'Very well done!' from our CEO is like being handed the holy grail 😊. When I saw it I latched onto it and wanted to share it with you because it means something. It isn’t just BS when we talk about what great work you guys are doing right out of the gate. We used to come out of our marketing meetings (which always ran over) with frustration and disorganization and things just never aligned…for years…that entire image is fading away after just working with your team for a short time.”