'content is king' written on a tablet kept on a desk beside a pen and cup of tea
May 30, 2016

Master Your Content Marketing

There’s never been a more important time to learn about the basics of content marketing

Marketers need to keep in mind that potential customers are doing their homework in form of online research before they make it known they’re in the market for a buying a particular.

In order for marketers to be successful, the content they create must be relevant to the buying market and be full of information that makes the buyer decide to purchase from them. It also means making sure marketers are using a customer-centric method. Give prospects the information they are looking for!

Here’s what marketers have to understand about a prospect – they’re eventually become a qualified prospect since they’ll be wrapping up things to make their purchase. At that point, marketing and sales folks have to ensure they push a little to ‘seal the deal’. That doesn’t mean spamming people with tons of marketing messages in the hope the whole marketplace will notice.

If you’re a marketer and you want to ‘close the deal’, you need to create a successful content marketing strategy. With it, you can be sure that your content marketing will be the key to your all-inclusive marketing strategy.

Selling is not the end-all, be all

There is just one key thing that should be drilled into every marketer’s head: content marketing is not selling your services or products. Rather, your content marketing strategy is about reaching out to prospects who are in the research phase and who have not identified themselves as being potential customers.

These are people who:

  • You have no idea who they are
  • They might or might not follow you on social media
  • They haven’t shared their email address or other contact details with you

These people are doing their buyer’s research, which includes your services and products and company, but also your competitors. If you offer them comprehensive information about your business, products and services, then there is a good chance they’ll want to come to you first to learn what they need to know.

Now, there are two vital terms to remember:

  • Brand awareness
  • Authority

You become an authority within your niche when you can offer potential customers important and relevant material in regards to your marketplace, services and products. You assist these potential customers to address their problems through articles on your website, blog, social media, etc. You position yourself as expert while also explaining to potential customers/clients why they need you to fulfil their needs and wants.

When people come to your website, blog, video channel or social media pages – whatever it is – without ever being asked to visit them, this means they know your brand. When they finally decide to make a purchase, the hope is that you’ve done your job well enough for them to remember who you are and how you helped them when they were in their research phase.

There are various types of content, and when you provide more than one or two options, it allows you to expand your reach in the market. For instance, one prospective buyer would rather watch short videos while another would rather read a series of articles. Invest your time in a wide variety of content and you’ll hit home with a large number of potential customers.

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