‘Pushy’ commercial messages have run their course. Customers, both B2C and B2B, prefer to look for solutions when it suits them. That journey almost always starts with a Google search. They will find out about your solutions, as well as those of your competitors. That's precisely why authentic content marketing has become so important.
With the appropriate strategic approach and content, potential customers can discover your brand, product, or service for themselves in their search for solutions. Personalisation and interaction are the key concepts in this approach. So very different from traditional mass communication.
And that’s where it often goes wrong in so many companies. They create profiles on Facebook, Instagram, and Twitter before considering the content. A successful content strategy requires a clear plan with clear goals. What do we want to achieve? Who do we want to reach, and why? Only then can you make the right channel choices.
Good content marketing starts with a good understanding of your buyer personae and their buyer journey. Your buyer personae will teach you how your customers think, which arguments you can use to convince them and what to avoid. The buyer journey gives you a clear insight into their online and offline touchpoints, allowing you to lead potential customers to the purchase decision via a funnel.
Attract, Convert, Close, Delight. In the attraction phase, you draw attention with clear blogs in a rather journalistic style. In the conversion phase, all attention goes to lead nurturing, offering additional information and attractive offers. In the closing phase, it is up to sales to convert the well-informed prospect into a customer. In the delight phase, the nurturing process starts again to create customer loyalty. We keep in mind that a loyal customer is a particularly profitable investment. It costs a lot more to attract a new customer than to keep hold of an existing one!
To set up your content marketing as efficiently as possible, Pubmarket! works with marketing automation based on software such as Sharpspring. It may sound paradoxical, but automation can make your content marketing very personal.
Content marketing is not only a matter of strategy, but also real craftsmanship. Our excellent content writers and vloggers make sure that your articles, whitepapers, and podcasts stand out!