Content marketing is in that awkward position. It’s been around long enough that everyone wants to jump on the bandwagon, but not around long enough that everyone knows just how to do that. Effectively, anyway. But, make no mistake about it, content marketing is a must no matter what line of business you’re in. Here are ways I suggest you get started.
- Start A Blog
Sounds easy enough, right? Well…yes and no. Yes, anyone can start a blog, but creating an effective one takes some thought and a time investment. Think of your blog as your opportunity to have a one-on-one with each and every one of your prospects, then construct your message accordingly. And, because so many people will see your blog, make sure it is professionally written.
- Follow Your Blog With An E-Mail
This is a powerful one-two-punch. Use your blog content to feed your e-mail database and create a meaningful and effective drip sequence.
- Keep In Top Of Mind
How frequently you blog depends on what you’re selling and whom you’re trying to communicate with. As I’ve said before, your job is to find the perfect balance between not enough communication and too much. You don’t want to alienate your audience. Once a week is a good goal, with additional posts as is warranted for breaking news, special promotions, etc.
- Track Your Leads
The only way to know if your blog is delivering leads is if you track it. Look for trends. Monitor the kinds of leads you’re getting as well.
- Capture Information
Readers of your blog want to hear what you have to say. Make sure you can have an ongoing communication with them by capturing their pertinent information…and you can entice them to keep coming back and to buy. Information gathering is crucial in this step too. You can track to see how many blog posts a prospect has to read before they convert. Know that number, and you have a very powerful sales tool.
- Aim To Convert Readers Into Customers
This ones ties back to content. Content is king! But, blog content has to be combined with strategy. You have to know the story you are telling as well as the path you are going to take your prospects down.
- Be In It For The Long Haul
Results are not instantaneous. You have to be patient and keep getting the content in front of your prospects. While we all love a fast sale, the beauty of content marketing is all the data you are able to collect that helps you tailor your approach.
Share your content marketing strategies with us and let us know what’s working for you.
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