Content Marketing

“Content is King”

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Written by Anaelle Thomas

The internet has transformed the marketing and commercial landscape to such a point that the relationship between a company and its clients has dramatically changed.
Companies are using every resource available to reach new potential clients and convert them into loyal clients.

The recent trend, however, has been that these prospects prefer neither to be bothered by sellers nor disturbed by their advertising. By early 2017, more than 236 million people were using ad blockers on their devices. This number had been multiplied by 10 within 7 years.

They want to be informed, advised and accompanied along the customer path.
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting” said Bill Gates 23 years ago.

His pioneer vision of the world of tomorrow still holds today true and remains inspiring for many marketers.

Attract with Content

New technologies have changed how people obtain information. Upon us is the age of inbound marketing, driven by the Internet and social media.

Inbound marketing is based on marketing activities that use content without any advertising or promotion for products or services to attract and inspire prospects and customers towards a business.
Much of inbound marketing relies on creating content and attracting visitors with it.
The “one-size fits all” approach is dead. Inbound marketing is about  developing content and adapting it for each of the identified targets and to distribute it on the best channel for each target.
The content must be also adapted at each stage of the marketing funnel.

Content improves SEO, brand awareness and increases traffic. It also makes strangers care about your business throughout the content experience and it allow to creates a link between the company and the prospective customer. Content can provide the information they need to decide which kind of solution might help.
The attract step is the Top Of The Funnel (TOFU). Through the use of inbound marketing, whether it’s in the form of a blog post, white paper, videos or social media posts, it encourages users to engage with the brand.  

Convert with Content

The goal is to create content that is customer-oriented. The content must be interesting and useful for them. The less a company talks about its products, the more they will be interested.  The Internet has returned power to the consumer.

This is the Middle-of-Funnel (MOFU).  At this stage, leads consider their alternatives. The content, across specific landing pages, or Call-To-Action aims to reassure customers and bring them closer to their purchasing decision.
To stay top-of-mind in customers’ minds, companies must engage with their leads, through a form, for example, to be able to begin the use of  nurturing e-mails marketing.
The goal is to get them to come back to the website.

Close With Content

This step is crucial. It is where leads become customers in order to generate revenue. All the previous content work will bear fruits. This is where a lead become actual customer.
Once leads reach the bottom of the funnel (BOFU), this means that they are ready to buy. Content during this stage is meant to trigger buying impulses in the customer.
CRM and emails strategies are keys to success.

Delight With Content

Closing a sale is hard, but retaining customers is more difficult. Sending clients smart content through a newsletter can make you stay relevant.  
Reassuring the client once a purchase is made and also giving him information about “how to use the product” can make this one-time client a loyal client.

For example, after buying plants on the internet, receiving an e-mail on how to take care of it can be really interesting for the client. It gives the feeling that the client’s purchase matters to the company.

It’s all about keeping a long-term link between a company and the client.

Few tips

#Inbound Content Marketing is investment versus an expense.
Inbound marketing is cheaper, but companies have to invest a bit in it. According to Hubspot’s State of Inbound 2017, 76% of companies globally reported that they’re primarily focused on inbound. Certainly inbound provides a better ROI: inbound marketing efforts are 62% less expensive than outbound.
Therefore inbound marketing takes some times to develop.

#Content can help Customer Service
FAQ, Blog Posts, customers’ review can provide useful help for other clients.

#Some Figures
Inbound marketing generates x8 times more traffic and about x3 times more qualified leads.
94% of the links search users click on are organic, not paid.
60% of B2C marketers said their organizations are extremely/very committed to content marketing.

 

About the author

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Anaelle Thomas