Competition is fierce, especially in this noisy digital environment. Long gone are the days of the one-size-fits-all, shotgun approach where marketers blasted out content to catch buyer interest.
When I talk to small business owners and their sales and marketing leaders, I often hear how they’re experiencing these kinds of pains related to content marketing.
Do any of these sound familiar to you?
If you’re exploring options with my marketing firm (or any other, for that matter) on the best way of developing a content strategy for a website redesign, or one for your brand and lead generation efforts, let's start by explaining what is a content strategy:
Okay, so a lot of people are going to get frustrated when I say this, but the reason your messages are getting lost is because they are not relevant enough. You're fighting for the same buyer's attention but you're publishing the exact same old, boring regurgitated content. How does that make you stand out from everyone else? It doesn't.
Without a clear understanding of “why” (the purpose) and for “whom” (the specific buyer), it’s almost impossible for your content to connect with the prospect. Nowadays, people are more resourceful in seeking info on their devices, are smarter about marketing tactics, and require more effort to get their attention. This has led to the trend of a more planned out content marketing strategy.
Why? Because relevant content marketing is really about custom content. Depending on your target buyer, content can be personalized to engage and convert more leads into paying customers.
According to Demandmetric.com, here are some stats to prove it:
It’s hard work to get the right data to deliver a truly personalized experience with your content. Think about it. When was the last time you opened up a piece of mail or email that directly touched your personal needs and interests, not feeling like a canned approach? Probably not too often. But with some slight adjustments to your messaging and marketing efforts, you can make the shift to make your content more personal and relevant.
One of the misconceptions about content marketing is that’s it’s too expensive to do. When in fact, it actually costs 62% less than traditional marketing. For every dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing. Studies also show that approximately 60% of people are inspired to seek out a product after reading content about it and 70% of buyers feel closer to a company as a result of it. (READ: How to Build a Digital Marketing Campaign)
As a business owner, we all struggle at times for ways to differentiate our brands in niche areas and ensure customers receive a unique and worthwhile experience. But no matter your product or service, or the size of your business or budget, content marketing offers you the ability to stand out and make people feel like you know and understand them. By communicating your brand in this personal way, buyers respond with higher sales and increased brand loyalty.
Let us assess your content situation and see how our process for custom content creation can lift your marketing results! When you receive our content assessment, you will: