Content Marketing: Say Something, Say It Well, Say It Often


Content marketing is a very effective approach that focuses on the ongoing creation and disbursement of relevant and valuable content to build a relationship with prospects and ultimately influence their buying behavior. Whereas traditional marketing is outbound focused, content marketing’s focus is inbound with an emphasis on owning media as opposed to renting it like with traditional advertising.

As the name alludes, the focus is on content, with the goal of delivering valuable information to prospects. Prospects can then use this information to answer their questions and guide their buying decisions.

Content marketing has proven its efficacy, continuing to build momentum as traditional outbound marketing performance continues to wane. That’s because content marketing has a higher ROI and lower cost-per-lead than traditional advertising while creating a more meaningful prospect buying journey. That’s not to say, however, that traditional advertising doesn’t have its place. But, it’s growing increasingly smaller and is almost always wrapped in a content marketing bundle.

As with any marketing approach, the strategy is driven by the product or service, your prospects, and the desired goals. In a recent study conducted by HubSpot, they found that the top 60% of marketing objectives focus on:

  1. Increasing Leads
  2. Converting Customers
  3. Reaching Relevant Audiences

Both content marketing and traditional advertising can be used to generate brand awareness and engagement. But, here’s how content marketing trumps the competition:

  • Specialized information builds prospect trust and loyalty
  • Good content drives leads and captures valuable data
  • Lead nurturing program helps with content development for informed prospect decision-making
  • Lead scoring indicates exactly where the prospect is in the lead to sale pipeline so you send the right message at the right time

The approach to your content marketing strategy should look something like this:

  • Define who your prospect is
  • Identify the questions your prospect is likely to ask during the buying process
  • Determine what content needs to be developed to answer your prospect’s questions
  • Choose the best platform for your content: blog, landing page, webinar, free booklet, etc.
  • Decide on the frequency of the delivery of your content

Study after study show that your prospects want and need content. The buyer of today makes their purchasing decision before they contact you. This is where the creation and execution of targeted content marketing is so beneficial.

What’s your content marketing advice? Share what you’ve learned.