If you want to leverage your business, you need to understand what it is and how to do content marketing and bet on this strategy! We have some information that can help you through this process.
You may have read somewhere that content is vital to your marketing success. So you probably spend a lot of your time writing posts and creating some kind of content.
And you keep asking if it’s worth the investment. After all, what everyone wants to know is: when will content actually result in sales?
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Content marketing is not a new strategy. Believe me, it appeared over 100 years ago!
The first record of a company producing content for its consumers is the famous Michelin Road Guide, produced in 1900 by the company of the same name, which at the time was the largest manufacturer of automotive tires in the world.
And the reason for this is quite simple: the more people travel with their cars, the more tires they will wear.
Consequently, this will increase sales and be an excellent branding opportunity. Keep reading this article to understand how this technique is changing digital marketing!
Everything you need to know about content marketing!
What is content marketing?
Content marketing is a marketing strategy aimed at creating and sharing relevant and valuable content to attract and retain potential customers. The content can be texts, videos, eBooks, posts on social networks and its main purpose is to help solve the target audience’s problems, in addition to strengthening the brand’s authority.
What is content marketing for?
The main purpose of content marketing is to engage and grow the customer network. It is a strategy that serves to increase brand visibility and interaction with consumers, nurture the lead base, reduce customer acquisition costs (CAC), gain public confidence and even improve the after-sales experience.
10 tips on how to do content marketing
To achieve success and make your content influence your sales, the key is to reach your customers when people really need it.
An example? If a salesperson stands in front of a crowded theater and announces that he is selling parachutes, no one will be interested in his problem.
However, if that seller announces that he is selling parachutes on an airplane just before it crashes, everyone will want to buy a parachute.
Your goal in marketing should be to stay in touch with your customers at those times when they are looking for parachutes, offering them exactly what they need, exactly when they need it most.
The content marketing can be a very powerful tool to do this. Here are some ideas on how to make digital content marketing work for your business.
Check out the top tips on how to do content marketing!
1. Focus on your customers, not your product
Don’t be tempted to focus your content on a new feature of your product, or on an award your company has just won.
The content marketing effectively starts from the question of what your client needs to know, not what you mean.
Your content must inform or influence, but not advertise or sell. True content marketing depends on useful content that doesn’t want to push anything to its customer.
2. The information age and content marketing
In our modern context what is the first thing a person does when they have a problem or a question?
Search for a solution on Google! This action, which we repeat many times in our daily lives, is the basis behind the logic of content marketing in the digital age.
That’s because a company that satisfactorily answers that question — or demonstrates possible solutions to a problem — is more likely to convert that visitor into a customer.
It helps and educates consumers to initiate a dialogue and ultimately make a sale.
3. Keywords and specific terms
The way we look for answers is directly related to the content that must be produced.
If a person searches, for example, “how to sell more at Christmas?” the results you’ll get on Google will be directly related to those keywords.
Therefore, a company that wants to sell a solution to help other companies (B2B) sell more at Christmas, must produce articles, e-books and other content based on that combination of keywords.
It sounds obvious, and in fact it is. However, knowing the search engine result parameters and optimizing the content is not such a simple task.
That’s why “Writing for the web” and SEO (Search Engine Optimization) were created, techniques that combine informative and useful content, according to these parameters.
4. Evergreen content, ads and organic results
We call “evergreen content” the kind of material that, unlike a newspaper story, is not perishable. He will be able to help visitors now, in 6 months and probably in a year.
This keeps the blog hit numbers growing, unlike the results you get from the ads.
The ads have immediate results, but they stop when the company stops paying.
Content is different because Google’s organic (unpaid) results are based on quality and not investments.
5. Find the right moments
You must know what kind of situation leads your customers to desperately need your product – or at least what the favorable conditions are.
If you don’t, you’ll miss out on one of the most opportune sales moments you’ve ever had, which is when customers don’t hesitate, bargain, and even overpay for privileged access.
If you’re still unsure about the right time to sell, try doing an informal survey, talking to your sales team, and even your customers.
6. Find out what they are looking for in sales times
When your customer needs your product they will go to their favorite search engine.
All the data say that we tend to check the internet with questions more often than we ask our family and friends.
The best way to connect with those who are looking for what we do is to anticipate your market’s search behavior, and think about the questions your potential customers might be asking.
For example, someone in need of adhesive remover might search for “how do I get carpet glue off my hardwood floors?”
Also, someone planning the wedding can look for “tips for hiring wedding photographers”.
Be sure to focus on the questions customers would like to find answers to, and answer the questions they might be asking search engines.
7. Provide answers in the right format
Now that you know the questions users are asking online, it’s time to think about the answers.
So, the next step is to answer these questions in the form of posts, infographics, videos, e-books, cases and presentations.
If the content is useful and informative, you stand a very good chance of being found by your customers when they need it most like you.
On the other hand, it is necessary to be aware of the pitfalls.
In addition to making sure your content is directly focused on answering customer questions and not promoting your product, you should also make sure the content is succinct and addresses customer concerns.
8. Trace a path
Once you get the attention of potential customers by providing the answers they need, provide a way that makes it easier for your customer to buy from you.
To do this effectively, you need to start thinking like your customers. So start mapping the customer journey!
Make sure your website gives your customer an easy-to-follow path to take the next step and engage with you – calling your sales team, purchasing your product online, filling out your contact form, etc.
Want to understand better map your customer’s journey? Then check out our Sales Funnel in Practice material and learn about the steps, how it works, how to create a funnel and how to improve your content marketing results with this tool!
9. Create content for different customer segments
Not all your customers are the same and not all of them have the same needs. Invest the time to discover your audience segments and care about them. Only then will you get good lead generation.
Develop profiles of your customers and their personas.
Consider a 65-year-old man who wants to beat diabetes, a 32-year-old woman who wants to get fit for her marriage, and a 16-year-old who wants to make the high school team next year.
Then create really engaging and relevant content that speaks to your every need, especially when people are looking for what you do.
10. Constant production and dissemination
A constant production of content has several purposes in a company, which go beyond just selling.
They demonstrate brand awareness, generate dialogues with consumers and also serve to delight the customer base, creating true brand advocates.
Through tools such as social networks and email marketing, it is possible to reach a considerable number of people, generating a good base of business contacts (leads) and converting this base — through content — into customers.
You must increase your visibility using social media, interacting with your followers, generating content duration, as well as posting copyrighted content.
Develop your personal and corporate social presence at all times. Share as much content as possible.
The more you do, the better the return on your actions in creating content for digital marketing.
How to use Marketing to scale your sales?
So, was it clear to you what content marketing is and how? This is an excellent technique for attracting leads to your business.
But there are several other effective marketing strategies to increase your sales and improve your business results.
Want to know more about them? So, download our free e-book: How to Use Marketing to Scale Your Sales
Learn Marketing with the team of the largest company in the segment in Brazil, Rock Content. In this eBook, you will discover the methods used by top authorities on the subject to:
- Align Sales and Marketing teams;
- What are the main sales methodologies;
- Best Practices for Sellers;
- How to evaluate the progress of your Sales process;
- And much more!