Content marketing is a marketing strategy that should result in you generating more leads but also closing more ongoing business. Basically, content marketing is about creating relevant content, e.g. blogs, podcasts, videos, etc. on topics and questions that are relevant for your customer to find answers to.
The term content marketing comes from the English term "Content marketing".
In this article, we will take a deep dive into this strategy and see how it works in practice and go through some tips on how to get started.
Why should you work in content marketing?
The short answer is that you will be able to get more leads and close more deals using this strategy. Content marketing is about educating potential and existing customers and building trust. If you create great content that customers find when they are looking for answers to their questions, they will build trust in you. In the same way that you read this article and learn about content marketing and at the same time hopefully feel that we at Contitude have a good understanding of the strategies we work with. In a dream world here, you will eventually contact us at Contitude when you start working with content marketing.
But it is not only in a first contact that relevant and good content helps you close more deals. It is just as important when a dialog with a potential customer is already established. After an initial dialog with a potential customer, it is common for the customer to do further research. If at that stage the customer also finds your relevant and rewarding content, it will build even more trust and the likelihood of you closing the deal increases. You can also use the content created in the sales process, include it in follow-up emails, use it in quotes or simply refer to it in sales meetings.
Content marketing in practice
As mentioned above, content marketing is about creating content that is relevant to potential and existing customers in the different phases of the customer journey. The content itself therefore differs in terms of topics and depth depending on where in the customer journey a customer is.
Early in the customer journey, training and information content is very easily needed. This is especially true if the service or product you are selling is established. For example, SEO (Search Engine Optimization) is an established concept and a recognized term. The first piece of information that you want to find out if you are going to work with SEO can then be e.g. "what is SEO", "how do I work with SEO", "how do I get started with SEO", etc. These are typical examples of top of funnel content.
Once you have figured that out, the questions you want answers to become more concrete and more comparative and focus on costs.
Questions you want answers to then can be; "the difference between SEO and SEM", "what does SEO cost", "compare SEO agencies".
In the last stage of a customer journey, you often want to find out what can go wrong and try to ensure that you make the right decision and then questions you want answers to can be;
"common problems with SEO", "no results SEO", "best and worst SEO agency".
Therefore, for you to work with content marketing, you need to identify these types of questions that potential customers have and match your content to the different stages.
Then, it doesn't really matter what type of content you create as long as it's tailored to your target audience. If your audience only likes to read longer articles, create text, and similarly adapt to video if that's how your audience absorbs information.
In a perfect world, where there are no budget or resource constraints, all content should be available as text, audio and video :). But it comes down to a consideration of where you get the most out of your activities.
Common content marketing mistakes
Often, marketing managers contact us and tell us that they haven't gotten any results from their content marketing and need help. In most cases, the marketing manager has done a great job in creating content but missed the step of how the potential customers will find the content. The content will not generate leads or business if no one can find it. Therefore, the content needs to reach the potential customers in some way. This can be achieved e.g. through a combined SEO strategy where the content created is also optimized for specific search terms. This is a strategy that we at Contitude often recommend as SEO over time performs better than paid ads. However, SEO is a long-term strategy so if you want results from your content faster, you need to work with some form of paid advertising as well. Paid advertising is especially important if you produce a lot of content with audio, such as podcasts, but even video often needs a lot of advertising to get started.
Content adapted for experts
Another common mistake is that the content created is only suitable for experts in the field. As a marketing manager, you obviously have better knowledge of the area in which your company operates and there are of course specialists within the company. Often it is these specialists who have to review and proofread content in their area of expertise. This often leads to a conflict between the marketer and the specialist. The specialist wants complex vocabulary and to explain things in detail while the marketer wants the customer to understand. The customer is very rarely a deeper expert in an area than the expert in the company from which the customer will purchase services or products. Therefore, the content needs to be more understandable and preferably focus on what the customer gets in terms of value instead of delving into technical specifications.
Not getting any traction with content marketing or just getting started? Get in touch with someone here at Contitude and we can help you!