- Content marketing is the intentional creation and curation of content with the goal of both attracting new prospects and nurturing them into leads.
- creating high-quality content to attract prospects and customers and to convert them into engaged followers who will spread the word about your products and services
- drive the right traffic
- drive people to opt-in on your signup page
- attract, educate, inform, persuade and inspire a prospect to move them closer to becoming a customer
- The goal of content marketing isn’t necessarily immediate sale but rather lead generation combined with strong brand recognition.
- blogs
- newsletters
- e-books
- forums/discussion boards
- videos (businesses are creating more and more webinars)
- social media channels
- Search engine optimization (SEO) is very much a thing
- Getting social on social media
- instead of asking me to follow you, giving me a reason to click “Like” or “Follow”
- Public relations (PR) is not the same as content marketing
- Content changes the whole dynamic between you and journalists.
- When you pitch a journalist, the first thing he or she is going to do is Google your name or the company’s name. When there is no footprint on the internet, that raises a red flag.
- Your user acquisition can be much more frictionless
- I see that ad and think to myself, “Oh, I know that company. I read their blog, listen to their podcast, or follow them on Twitter,” the chances of engaging me are significantly higher.
- Business development with a stranger is not as fun as with someone who trusts you
- “You clearly know your stuff, and I want to work with professionals. So how do we get started?”