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Content Marketing

Content-MarketingContent is a critical element for your marketing strategy. If you want inbound traffic and lead conversion, you have to provide intelligent content that engages the customer or prospect without a hard sell or puffery. Recent research is clear that customers want to learn the facts about products, services and industry trends. Deliver information that is consistently valuable to readers in their workplace and they will want to hear more.

We can work with you to identify your key messages about products and services. Then, we embed those messages in interesting, informative content that adds to the customer’s knowledge base. Each piece of content leads the customer or prospect deeper into the buying process.

You are not selling; you are informing and teaching. You are making the reader think about the possibilities for his business, helping him situate his product line in a larger picture. Once he is thinking more strategically, he will want all the tools possible to achieve success. Only then will he be ready to discuss your specific products.

Effective content marketing depends on:

  • Right message for the target audience; e.g. an IT manager wants technical details about a new communication system but his director wants to know the outcomes and cost benefits in installing it
  • Appropriate format; websites, emails, blog posts, social media and white papers are all popular options depending on the purpose, length and expected outcome
  • Up-to-date content with a fresh perspective; readers do not want the same old info simply rehashed by yet another marketer

Ultimately, the success of your content is determined by what the reader does with it. When he takes advantage of the offers to engage with your company reps, he is ready to be nurtured along the buying process. The content has done its job. Now, it’s up to the sales reps to work their conversion magic.

After-sales content is also important to the overall marketing strategy. Continuing to provide valuable, relevant and consistent information to the customers helps ensure their ongoing loyalty. It also helps establish you as a credible, reputable business.

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