Year on year growth in site traffic is 7.8 times more for content marketing leaders than followers.
Content marketing costs on average 62% less than traditional marketing.
Content marketers enjoy an average 5x higher conversion rate than non-content marketers
78% of Chief Marketing Officers believe custom content is the future of marketing.
The most successful marketing campaigns today use an approach referred to as content marketing. For much of marketing’s history, companies would broadcast a one-size-fits- all advertising message at an audience and hope for the best. This doesn’t work anymore.
Consumers have more choice between brands and they’re used to connecting with companies on social media, consulting friends and review sites for information and having their own voice heard. You’re going to be more successful nurturing and seducing a customer in this environment than you are in bashing them with a blunt sales pitch. As the old adage goes, people love to buy, they don’t like to be sold to.
Content marketing allows you to meet the needs of modern buyers and be more successful in the medium to long term than you would with an old-school marketing approach.
So, what is content marketing?
Content marketing involves releasing content that is tailored to your audience depending on what stage of the buying cycle they are. This can be a mix of educational and promotional articles, video content, special offers, infographics and reports that meet their needs.
First though, let’s have a look at the buying cycle. Think about 3 separate groups in the market for your product or service:
GROUP 1. A small percentage of the market knows you and is ready to buy from you now.
GROUP 2. A large percentage of the market knows you but is not ready to buy yet. When they are ready they may choose your business or a competitor.
GROUP 3. A large percentage of the market knows you but is not ready to buy yet. When they are ready they would not know who to choose.
Most companies focus their efforts on group 1 only – those who are ready to buy right now. The way to maximise your market share and earning potential is to also have a cost effective way to target groups 2 and 3, moving them along from cold prospects to customers when the time is right to buy.
Content marketing is how you do this.
By connecting with groups 2 and 3 on social media, you can provide them with content that engages and educates them and sells when the time is right. In the meantime, you can also get the most out of group 1, who are your avid buyers and those most likely to promote your business to others currently in group 2 and 3.
What are some of the other benefits of content marketing?
There a several, but here are some of the main ones:
- You’ll build a loyal community of customers.
- You’ll position your business as an authority within your industry.
- You’ll get direct feedback from your customers that you can use to tailor your products and services.
- You’ll improve your organic ranking in the search engines. Rankings are now heavily driven by content quality and volume.
- You’ll add value to your customers and potential customers, encouraging them to come back to your site and consider you when the time is right to buy.
Is it expensive?
It doesn’t need to be. At Baker Street Marketing, we will work with you to understand the buying cycle within your industry and help you produce content that moves your audience members from cold prospects to buyers in a cost effective way. This includes the use of written, visual and audio content such as:
The content we produce will be focused and tailored to your needs and budget.
One thing that separates us from other content marketers is the mix of skills we use to generate your content. You’ll have leading professionals from the world of marketing, graphic design, copywriting and comedy producing content that truly stands out from your competitors. We’ll educate, entertain and move your audience to maximise your earning potential.
Contact us today for an obligation free consultation.