We've all heard before "Content is King" or that it a core piece of Organic Search. Content Marketing is a the creation and distribution of valuable, relevant, and consistent information, aligned with your brand, which attracts and retains a target audience. The goal of content marketing is to get found and drive the right customer to begin and complete the Buyer's Journey.
When done correctly - it connects you to your audience and builds trust. If your potential customers trust you they are more willing to do business with you when they make a purchasing decision.
Content is important in the inbound methodology of Attract -> Engage -> Delight an audience. Content Marketing is what nurtures contacts and converts them to leads. It will actually help get customers to be promoters of your brand. Good Content Marketing:
Content Marketing takes time to develop. In fact, in most cases (even with the right promotion) it may take 3-6 months to see the efforts pay off. It is also something which needs to be consistently updated and added.
Having a plan to be reactive and proactive is essential to generate a long-term marketing plan. An expansive content library lowers ROI as you grow. Developing this roadmap will help you stay organized and aligned with the goals of the company.
Creating a unifying document to develop a marketing plan includes:
- Content title
- Buyer's journey stage
- Marketing funnel stage
- Format or type of content
- Which buyer persona it's targeting
- Any additional notes which provide value or context
Event based audit can be organized:
- Upcoming priorities by month
- Initiative overview
- Prospective blog posts/video blogs based on buyer personas
- Inbound campaigns that tie efforts together
- What are the characteristics of your buyers?
- What are their challenges?
- Problems to avoid?
- Consideration stage workshops?
- How about a free demo?
What are the key components?
- Webinars, YouTube, Emails, Facebook, Twitter, LinkedIn, Sales Campaign
Pillar Pages are hubs of a wheel and the spokes are Cluster Pages. They provide comprehensive overviews of topics and answer in more detail (through cluster pages). They help generate more traffic by:
The type of Pillar Page you will want to create depends on several factors. You may want to create the following to come alongside your clients and potential clients:
Remember, prospective customers do not want to be sold, they want to be educated (so they can make an informed purchase decision). The result of creating the above pages will position your brand to do such.
The types of Pillar pages are: