The whole shebang. The full monty. The entire kit and caboodle. Whatever you call it, when it comes to content marketing, you want the total package.
Why? Well, like peanut butter and jelly or Abbott and Costello or even the Scooby Doo crew, content marketing works best when it’s a combination of ingredients, not a solo effort.
Here are three reasons why your content should always be part of a package:
Just about every small business owner gets hold of a little marketing budget and says, “We need a blog.” Sure, you might need a blog. In fact, businesses that blog get 67 percent more leads than those that don’t. Blogs are awesome.
But you also might need email marketing campaigns, social media campaigns, paid advertising, videos, podcasts, eBooks, white papers, case studies, or infographics. Yes, that’s a ton of content—and that’s why it’s crucial to make sure you’re offering up the right kind of content to your audience.
So before you start that blog, think about two things:
Where your customers hang out online
What kind of content your customers want
If a substantial portion of your traffic is converting from the frequently-asked questions or how-to pages on your website, it’s probably a smart idea to start an educational blog. However, if the bulk of your customers are podcast listeners rather than traditional readers, you may see better ROI from starting a podcast. And so on.
Half of your customers interact with three to five pieces of content before talking to you or your sales team—and they’ll interact with a few more pieces of content before they finally decide to buy. Creating content to walk your customers through the buyer’s journey does not only expedite the whole process but also increases conversions.
If your company offers bookkeeping software, for example, you might send an introductory email that reviews your product’s high-level benefits, then a more detailed email that highlights specific features and pricing plans, followed by a side-by-side comparison to your competitors and an invitation for a free trial.
Following this funnel method enables you to better engage customers than a more generic content marketing approach can.
Here’s a little tip that 99 percent of small business owners forget: no one will read your blog if they can’t find it. Just publishing content isn’t enough.
If you expect your content to attract traffic, engage your audience, and—most importantly—convert leads into paying customers. Your content marketing team will have to do a little legwork. Success hinges on formatting your content for SEO best practices (including titles, subheadings, and meta descriptions) as well as sharing it where potential customers are likely to see it.
So in addition to blog posts, be sure to request copy for meta descriptions, social media shares, and corresponding email blasts. This gives you everything you need to drive users to your content.
Before you start writing your content, find out what kind of content your customers want. Walk them through the buyer's journey and create content that engages them. Do they read blog posts? Listen to podcasts? After you have a plan for your content, a copywriter can help to write the emails, video scripts, or blog posts that will keep customers connected with your content.
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