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4 keys to a knockout content marketing strategy

Organizations leading their industry in content marketing experience 7.8 times more site traffic than non-leaders.* Not only that, but content is a direct stepping stone for sales: 47 percent of buyers view three to five pieces of content before interacting with a sales rep.**

All of that equals one thing: Content plays a powerful role in the sales funnel. If your current marketing plan doesn’t include content creation and marketing, you may be leaving qualified leads on the table. As an agency specializing in content marketing, we’ve spent years homing in on what resonates with target audiences, and what garners the strongest conversions. Here’s what we’ve learned, and how we apply it to our clients’ marketing objectives.

1. Have a clear content mission
A good content mission aligns with your organization’s goals. It’s not a free-for-all, and it’s not random. Great content is strategic, not just supporting your goals but moving them forward. And most of all – it’s measurable, making it possible for you to prove its effect on your bottom line. All of that requires planning and strategic execution. If that’s something your organization struggles with, find out how we can help.

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2. Meet leads where they hangout
To maximize potential profits and ensure ROI, content should be less about you, and more about your customer. The same applies to where target audiences access your content. If your customers are at home on LinkedIn, your organization’s content should be posted and promoted there.

3. Establish a time line
Sporadic doesn’t work well when it comes to content. On average, most audiences expect longer, in-depth content at least once a week (think: blog post). They expect shorter or lite content more frequently (think: Facebook post). If you want your audience to stick around and remain loyal to your content (and your brand!), new and engaging content should be published regularly. We know that’s easier said than done, which is why we’re here to help.

4. Design a buyer’s funnel
The average consumer requires seven touch points with a brand before making a purchase, and content provides more ways to get your brand in front of customers. A buyer’s funnel helps prospects decide your product is for them by guiding them through the decision-making process, and content lays an important role in that.

I’ll give it to you straight: content marketing is not a one-person job. It’s tempting to have an intern or other low-level employee lead content creation. For content that will stand the test of time, a team of experts proficient in sales funnels, search engine optimization, analytics and overall strategy is a far better option.

And I know just the team. Let’s discuss your organization’s future in content marketing.

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* Content Marketing Institute.
**Demand Gen Report