Cut through the cacophony. Your digital friend-leading content production, strategy, and distribution teams will guide your prospects through the buyer’s journey and turn them into long-term partners, allowing you to fuel your brand and drive results.
Create creative and technical material for your website that educates visitors about your company and how it operates. Aside from website material, you can also write for blogs, essays, case studies, and other publications. To connect with the right customers, create the right content.
Content marketing can help your company attract leads, make a case for your product or service when someone is deciding what to buy, and close sales.
To use it effectively, you must provide the appropriate content at each stage of the sales cycle, from awareness to consideration to purchase. Don’t worry if this sounds complicated: approaching content in this manner actually simplifies the process.
Here’s how businesses use content marketing to engage and sell at each stage of the sales cycle.
It’s easy to become overwhelmed by content marketing, but it doesn’t have to be.
A successful content marketing campaign must be manageable and long-term. To begin, follow these steps:
- Determine your target audience. To create content for a specific reader, you must first understand their priorities, challenges, and preferences. Choose one or two segments to write for if you have detailed descriptions of them. Otherwise, before you begin, create profiles of your audience members and prospects.
- Choose the appropriate formats. The appropriate format is determined by the stage of the sales cycle for which you are creating content. Another important factor to consider is what formats will best help you demonstrate value. For some, this will be a video, while for others, it will be a checklist.
- Determine who will write, edit, and proofread. Your content’s quality will be judged by an audience, as it should be. Determine the best internal or external resource to create this work. Hire a professional proofreader to review anything before it goes out the door, regardless of who created it.
- Decide how you will distribute. Will you publish content on your website, send it via email, or print it for an event? Begin with “where” you know your audience is most likely to be, and then select formats that make sense. For example, an article is appropriate to send via email, a checklist or worksheet can be shared on social media, and a buyer’s guide is an appropriate follow-up to a pitch.
- Choose a schedule that will last. It’s simple to create an overly ambitious content marketing strategy.
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Most frequent questions and answers
Content marketing is used by small and large enterprises in practically every industry. Content marketing may help you reach out to your target audience in a variety of ways, from huge consumer brands and retail stores to IT enterprises and service-oriented businesses.
Companies that sell to consumers (B2C) and businesses (B2B) have both established successful content marketing strategies. Content marketing tactics and aims differ between B2B and B2C businesses, but that doesn’t make it any less effective.
While the ideal content mix differs from company to company, most organisations focus on a few key types. The average length of a blog post or article is roughly 1,000 words, and it usually explains how and why readers should utilise your product or service. Case studies, white papers, and eBooks are often much lengthier and contain original research relevant to your sector. Infographics and films are used to explain and show concepts that are difficult to express in writing. You might incorporate one, two, or all sorts of content in your plan, depending on your brand’s aims.
Content frequency, like content kind, is determined by your distinct brand. A lifestyle company may profit from creating and sharing little pieces of content on a regular basis, whereas others may gain more from producing long-form content once or twice a month.
Strive for a constant schedule, regardless of the frequency that works best for your company. A consistent timetable will increase your credibility and ensure that your audience looks forward to your content.
Content marketing is a long-term strategy, not a one-time effort. While you’ll likely see an increase in social shares and new leads in the first few months after launching your campaign, your long-term objectives should be your priority. Consider your content an asset that you can utilise to develop loyalty, generate leads, and drive sales well into the future because it can bring value for many years.
Are you ready to start using content marketing? For expert-level content strategy and production, contact the CopyPress team.