Content Marketing

Content Marketing

The Internet has permanently changed the way we evaluate and purchase products and services. As a result, we must change the way we market and sell our products and services.

Customers have taken ownership and control of the sales process. They don't want to talk to customer service or sales until they've already decided what they want to buy. As such, the old way of marketing doesn't work as well as it used to. You can't put out one-size-fits-all ads that assume that everyone has never heard of you.

Instead, you need to guide potential customers on their buyer's journey. You need to be there when they need it, offer helpful advice and recommendations and provide ongoing assistance in a non-pushy way.  In short, you need to put the customer and their needs first. Sounds obvious doesn't it?

Sounds obvious, doesn't it?

Why Content Marketing?
Content marketing helps you work smarter with your money than traditional marketing or advertising. 

Whether your company is big or small, content marketing is 10x more effective for increasing:

Website Traffic
Leads
Sales
Customer Loyalty

Unlike traditional marketing and advertising methods using billboards, print ads, press releases, etc. that interrupt and tries to get in front of as many people as possible, wherever possible, content marketing is about using content to attract qualified people when they're already actively searching for solutions to their problems.

It's not about forcing your product on people, but making it easier to find solutions to their problems and evaluate alternatives. It's about educating and equipping people to make informed purchase decisions.

Using content marketing, we do this using a mix of website optimization, content creation, search engine optimization, email marketing, lead generation, and social media marketing in a way that makes your prospects happy.

The Methodology

By aligning your marketing strategy with your prospect’s interests and pain points, you’ll begin to organically attract traffic you can convert, close, and delight over time.
  1. Strangers

    Attract

    During the attract phase, people are likely strangers to your brand. Your goal is to build brand awareness, reach new audiences, and increase traffic to your website or online store. 

  2. Visitors

    Convert

    Once you have made people aware that you exist, your goal is to get them to "convert".  Ideally, they buy something or donate but if they don't, you want them to share information about themselves so you can market to them again.

  3. Leads

    Close

    Now is when the real work begins.  During the "convert" phase, you take leads who may not be ready to make a purchase from you and guide them through their buying process with timely, helpful content.

  4. Customers

    Delight

    Once they donate or buy from you, the relationship doesn't end there.  You've got to keep that relationship alive and well to encourage repeat business, referrals, and positive reviews. This is how you earn loyal customers. promoters and brand advocates.

  5. Promoters

The Essentials
Every effective content marketing program starts and ends with a strong foundation of these essential assets.
Buyers Personas and Buyer Journeys

Buyer personas are fictional profiles of your ideal customers and a buyer journey is the course they usually take to become your customer. They help us understand the behaviors, interests, and pain points of our audience on a deeper level so that we can align our content and strategies around them.

Remarkable content

Content is the voice of your brand -- and the heart of inbound marketing. It is the primary tool for everything we strive to achieve and depending on your audience and goals it may include blog articles, infographics, videos, social media content, webinars, quizzes, and more.

Websites that convert

If it isn't already, your website needs to be designed so that it captures leads, converts traffic into donors/buyers, conversion, content creation, personalization, and user experience in mind.

Advanced Web Analytics

Tracking your performance is the first step to continuously improving it. You need to understand which of your marketing activities are driving your results. We will track and measure your marketing's performance through metrics like website traffic, conversion rates, click-through rates, on-screen time, etc.

Having a complete understanding of your buyer and their digital journey, how to solve problems through educational content, creating a place to engage and convert, and measuring your progress are the tickets to reaching your ideal customers or donors. These are the building blocks of content marketing and what sets it apart from the noise created by other approaches such as traditional advertising.
SUCCESS IN THESE AREAS WILL BUILD SUCCESS
FOR YOUR BRAND OVERALL.

How We Can Help You

Effective content marketing starts with a strong foundation, which contains the following:
  1. Number 1

    The Strategy

    Whether you're new to the content marketing or looking to revamp what you have, we'll take note of your current state and assets and create a custom marketing strategy to achieve your goals. Do you want to increase awareness, donations and/or sales?

  2. Number 2

    The Foundation

    We will work with you to develop your buyer persona assets, create original content, and design/build/update your website, in addition to setting up the software, integrations, and tools you need to put your strategy into action.

  3. Number 3

    The Implementation

    Our team of marketers, graphic designers, and web developers have all of the marketing knowledge, creative instinct, and technical expertise needed to guide and execute your strategy for you.

  4. Number 4

    The Optimization

    We will tell you what is going on, but we'll show you why it matters. When we're working together, we'll help benchmark, analyze, and interpret all of your performance analytics, then take strategic action with your marketing and design based on it.

Want to know more?

If you want to get started with content marketing or find out how you can do it better, we're here to help. Find out how a successful content marketing strategy can improve your campaign ROI and increase sales.