Seeding your website with compelling content that chimes with their interests and needs of your best prospects pulls buyers towards your business.
How is content influential?
If you can help customers solve their problems then they'll favour you and your business. But you have to prove yourself and that means publishing evidence. When prospects see answers to the questions they are asking, you'll become embedded in their thinking. You are now part of their purchasing process, because they are confident you understand their needs.
Your great content doesn’t have to stay on your site. Getting your content out there more widely on the web though guest articles, commissioned pieces and paid or earned coverage gives you two, three and four bites of the cherry. You’ve slaved over your content, now maximise your investment.
Let’s look at how most buyers research their needs and choices:
- Basic desk research: online search.
- Directed research: research influenced by a network or community, either offline or online.
These two are inextricably linked. Google’s returns are influenced at some level by social media. And your network are just like you, people doing their own independent research, reading, watching video and logging everything in the grey matter.
Smart consumers in control
Three key reasons content marketing is established in the mix:
- People are well-equipped to filter out most outbound, interuptive marketing. For instance, we can ignore, skip or block ads on TV and online.
- Direct marketing can be effective but requires ‘permission’ from your target prospect; and it can be expensive.
- Buyers are more savvy and organised than ever before. They know how to find expert advice on a future purchase.
Content is the No.1 inbound marketing building block
As an Inbound Marketing Certified Professional I'm fully equipped with all the tools to deliver a profitable inbound marketing programme for your business.
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