Content Marketing

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Content Marketing

The ethos of Content Marketing lies in creating and promoting content that is informative, educational and adds value by solving people’s problems or helping fulfil their needs. In addition, this content is not delivered by the traditional advertising method of interrupting or grabbing attention, but instead provided by having permission of the prospect. Content Marketing seeks to earn the attention of prospects by Inbound rather than Outbound (Interruption methods) means.

In the realm of online world, this Content is presented in a variety of formats such as Blogs, E-books, Videos, Infographics, How-To guides, Q & A articles, Checklists and so on; with emphasis on consistency, quality and aesthetic appeal in order to attract and engage the target audience. Ultimately, guiding an engaged audience towards customer conversion.

Why Content Marketing

marketing with permission vs interruption

In this information age, prospects are well-formed and have all the power. Studies have shown that 60% of the purchase decision is made even before talking to a sales rep. So, the traditional way of doing sales has to change if it has to be effective in today’s internet enabled world. Marketers need to stop interjecting people with what they (marketers) are interested in, but rather be what people are interested in.

Content Marketing helps attract customers by providing them something they will love. And in the process instil a relationship without hard core selling. This relationship has to be nurtured with consistent, valuable content contextualized around your product or service which may eventually reward you with sales and customer loyalty in the long term.

How to Create Content and Target it correctly

One of the biggest challenges you will face in Content Marketing is producing enough quality content. Dearth of ideas to blog about, writer’s block, unavailability of content creation tools & talent, inconsistent publishing routine are common roadblocks that are encountered. A well-thought Content strategy and execution plan is the first step you should take before embarking with Content Marketing. Some useful tips that will help you overcome these challenges –

Creating & Curating Content – All content need not be original; it can be repurposed, reused, refurbished from other sources too. It also be content spun around industry news and events. So, find the right balance to dish out sufficient amount of substance.
Delegate Content production – Writing cannot be a single person’s job. You can hire good Content Writers, besides that encourage others in your organization to contribute based on their experience and know how.
Forms of Content – All Content need not be in written text format. Besides Blogging, E-books or white papers experiment with other popular forms like Infographics, Slideshare presentations, Videos, Webinars and so on.
Editorial Calendar – Consistency is important in marketing with Content. An editorial calendar to publish for the next 6 to 12 months at the desired frequency and topics will help establish a routine than can be easily followed.
Multiple Channels for promoting – Content that is painstakingly produced needs to be promoted too. Besides your company website and mailing list, Content should be shared on Social Media Sites, Search Results and PR networks so that it can be consumed by the intended audiences.

To make your marketing efforts effective, Content should be purposed according to the intended consumers. Identifying your Buyer Personas which are fictional incarnations of your customer segments is an important step. Content should be tailored for each target persona. And since the typical buying process goes through a Sales Funnel your Content should also be mapped according to the buying cycle. For example the tone and substance of the Content at Awareness stage will be quite different from that at the Comparison or Purchase stage of the funnel.

Inbound Marketing software and Marketing Automation tools from vendors like Infusionsoft and Hubspot can help orchestrate and manage targeted content distribution.

Our 4 step Approach

Typically our execution is a 4-step process of –

Identify relevant & contextual Topic
Write & Style the Content
Optimize for Online Marketing (Search Engines, Social Media, etc)
Publish & Promote

WebSell Value Proposition for Content Marketing

At WebSell, we believe there are 3 key inputs required to produce quality content before it can be promoted at large, they are –

Subject Matter Expertise of the product and its Value Proposition
Needs of the targeted audience it addresses
Craft of putting together compelling content

Our team of professionals are adept at producing engaging content after researching requirements and needs of target buyer personas. We work closely with our clients to craft product benefits and information in a way that is appreciated and welcomed by the intended audience

We start off with formulating a Content Strategy if the Client is beginning afresh. Alternatively, we undertake a Content Audit if there is something existing in place and propose steps to take it to the next level.

Request a Case Study

Learn how WebSell executed a Blog Strategy for a Client in the Building & Construction industry that helped drive sales from increased visits and leads though their Website. Request this Case Study that we’ll be happy to share.