Content Marketing requires the creation of content that educates and informs your target market and buyer persona. Content examples include:
- White papers
- Case studies
- Design guides
- Product literature
Each web page should provide content that maps prospect’s information needs throughout the buyer’s journey. The buyer’s journey starts with interest, follows with information and research material provided with an exchange of e-mail for the content, and finally helps bring the prospect to engage with your company.
Content marketing is always an on-going strategy and at the core of a successful content marketing strategy is an active blog that is used to create unique content the matches your potential web prospect’s informational needs.
As web users search the internet for answers about your products and/or services, there should be a blog post that has the answer to a potential client’s question and, not just an answer, a remarkable answer that begins engagement with a new prospect.
Blogs educate and inform (never to openly sell or promote). Think of the blog as posting the answer to an FAQ each week. Each blog is considered as a new website page, and is indexed based on the page title and keywords that accompany it. Blog posts raise the website authority in the eyes of search engines and slowly increase your organic search position rankings. As blog posts begin to grow, organic traffic will begin to increase exponentially.
However, if you’re producing pieces of content about topics that no one is searching for, what is the point of producing content at all? The Marketing Department can develop and execute a Content Marketing Plan for your business which includes:
- Content topics derived from popular keywords
- Blog design, development and administration
- Social Media Content Syndication
- Workflow mapping
As traffic builds, TMD maps the workflows of content to each online lead as the right content educates them through the sales process. As content plans, content development, blogging, strategically placed content downloads and email marketing begins to work together, your content marketing strategy becomes a powerful engine fueled by your growing online sales pipeline.