Is content marketing part of your overall marketing strategy? Because if done right, content marketing can attract new prospects, increase your sales, and strengthen your business.
In this three-part Content Marketing Guide, we will go over what your content marketing program needs to succeed, how to measure and establish metrics for success, the players in your department responsible for ensuring its success, building a content marketing plan, a content marketing funnel, and the lingo you need to know to understand it.
What is Content Marketing? | Content Marketing Part 1
First of all, what do mean when we talk about content? A blog, probably. Some social posts. Some emails. That’s it, right?
Not at all—it’s so much more than that. And that’s where so many businesses make a major misstep, which is focusing on the blog as the only form of content.
Content marketing is about making sure the prospect sees the right content at the right stages of his or her customer journey.
Content is anything that moves your prospect from one stage of the customer journey to the next.
Blogs are a valuable piece of your marketing strategy, but they’re often not the highest revenue generators. More on this later.
We’re going to start with basic marketing stuff: the three stages a prospect goes through from being a cold lead to converted customer.
- Awareness. They need to know who you are. They need to know what problem you’re solving. Blogging and social media play a huge role here.
- Evaluation. Once they hear about you, they need to decide if they want to buy your product. They might compare you with some of your competitors.
- Conversion. After evaluation, this is where they make the purchase!
Each stage leads to the next. A prospect can’t decide whether to buy your product until they know about it, and they can’t make a purchase until they’ve evaluated the decision.
This process is known as a Content Funnel, there’s a great bit of detail to explain. We didn’t want to leave anything out, so we’ve added it as a BONUS item to this Content Marketing Series, stay tuned!
Our goal as content marketers is to make sure the customer has all the information they need to make an informed decision. That also means our secondary goal is for information to be easy to find and readily available to the customer.
You’ve finished our brief overview of what content Marketing is. There’s a lot more detail than you thought, right? The best content marketing is thoroughly calculated. It’s an investment of time and effort worth making because quality content can last a lifetime. An excellent piece of content will bring in fresh traffic, allowing you to gain new leads and aggregate attention constantly. Whether it be a funnel, a page, a post, a graphic, a video, all content is good content and will help excel your brand into the future.
We’ll talk more about what and why in the next section; Part 2: Content Marketing Needs.
Do you have other content marketing ideas you want to share? Let us know in the comments section below.