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Posts tagged content marketing
Content Marketing Matures to Cover Entire Buying Process
Sep 11th
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When online content marketing first blew up, brands hopped onto the newly requisite bandwagon and published whatever online content they could muster up. Blogging became an absolute mainstay in online marketing. Websites were made-over with new, richer copy. And soon enough, content truly became king.
However, these early stages of the content marketing era were just that — early, rudimentary, and simple.
Today, just about one year after Google released the industry-changing Hummingbird update, businesses have begun mastering online content marketing. Rather than working feverishly to produce as many words as possible, content marketers are now working smarter and targeting online content to engage with customers throughout the entire buying decision process, guiding them down the sales funnel.
From need recognition to the initial search, all the way to post-purchase, savvy content marketers are covering all the bases. That means those who don’t will soon be left in the dust.
How to Cover All the Bases of Content MarketingFirst, make sure you’re familiar with the buying decision process. There are five key steps:
- Need/problem recognition: Let’s say a window in my bedroom has broken. Suddenly, I have one of two needs. Either I need a professional installer to help me replace the window, or I know More >
Boost Content Marketing ROI by Giving Away Secrets
Aug 25th
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When developing a content marketing strategy for your business, one of the biggest mistakes you can make is to shy away from publishing so-called trade or company secrets. Although you may assume your company’s proprietary information should remain private, divulging “secret” information is in fact one key way you can effectively boost your content marketing ROI.
This is because content marketing works to serve a specific purpose — building trust between your company and your target market. When you provide a reader with unique and actionable information, that reader has little choice but to believe you are an exceptional industry expert.
You can effectively reach beyond the realm of best-deal shoppers, and enter the coveted land of customer trust and loyalty.
Walking The LineOf course, there is a fine line to walk between sharing uniquely valuable information and giving away your edge. For example, the Bush Beans company probably shouldn’t give away that secret family recipe their TV commercials are always talking about. But when people are online, they’re looking for information, and a good content marketing strategy needs to focus on supplying that information.
Giving away secrets is the secret ingredient in the recipe for positive content marketing ROI. Bush may be protecting the secret More >