Content marketing is key when creating a healthy online marketing mix. It can be a main component of your SEO as well as a stand-alone lead generation or product awareness program. The goal of content marketing is:
Awareness – Prior to awareness, a customer may have a need, but they are not aware there is a solution.
Research – Once a customer is aware there is a solution, they will perform research to educate themselves. For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs.
Consideration – At this point the customer starts comparing different products from different vendors to make sure they’re getting a high quality product at a fair price.
Buy – Finally, the customer makes their decision and moves forward with the transaction.
Traditional advertising and marketing is great when it comes to the second two steps. Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.
Potential clients can find your content, find value in it, and by the time they contact you, they’re already convinced they want to work with you. You don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
The return on investment for content marketing can be phenomenal if executed correctly. Connection Marketing has programs that drive traffic to reach your business goals.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines.
Connection Marketing content marketing programs typically include the following: