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Abandon Random Acts of Content to Drive Leads, Grow Business

September 2nd, 2014 by Dale Jones

Content Marketing: Strategic Creation and Distribution of engaging, relevant, timely information

A recent Forbes article, ‘The Disappearing Sales Process’ discusses: “Research from Google and the Corporate Executive Board (CEB) citing The Digital Evolution in B2B Marketing provides new insight into buyer behavior, and it challenges the conventional wisdom.

According to the study, customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared.”

Content Marketing
Content Marketing can be a strong way to support the sales process before and after the salesperson is involved. Content marketing is the art of creating and distributing engaging, relevant, timely and valuable content that will be of interest to your specific target market. The goal is to drive leads, which will convert to new clients and grow the business.

Lack of Strategy
Companies are commonly practicing Random Acts of Content; releasing periodic white papers, press releases, articles, videos, and blog posts with little focus or depth. This scattershot approach provides little value to clients and/or prospects and hence is a waste. In fact, distribution of irrelevant information may destroy the purveyor’s credibility with recipients.

Know Your Customers on a Deeper Level

Would you rather have a conversation with your best friend or a total stranger? A Content Marketing Strategy is really all about knowing your audience, knowing your platform and getting the two in sync. For instance, a software company might create a blog that contains valuable articles about their niche and how it benefits their customers.

Companies should create high quality content. By high quality content we don’t just mean information. By high quality content we mean information that is first-and-foremost of real benefit to your key client base.

True friends provide one another with valuable presence and information. Content must be of value to your audience; anything less is insulting to recipients as it is disrespectful of their time.

Your Opportunity to Educate and to be the Expert
Create the type of information your clients need and actually want to consume.

Valuable content:
• Educates your clients, show them, explains what to look out for, and solves problems.
• Should be about what the reader needs or wants, not posturing.
• Should be clear and concise.
• Should be written with specificity
Marketing with valuable content is a win-win-win: getting into the heads of clients and prospects to the point of putting their interests first and supplying the information/solutions they need, inevitably leads business growth for all.