Content Marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Understanding content marketing and how it can help grow your business, is a critical step in leveraging the power of Inbound Marketing.
To begin, you need to understand the buying cycle. There are the stages a customer goes through before deciding to purchase your product or service.
4 Stages of the Customer Buying Cycle:
Awareness: customer identification of a need and the realization that your online business can potentially fulfill it
Consideration: customer evaluation of how your offering meets this need, including the evaluation of offerings from other ecommerce sites
Preference/Intent: a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision
Purchase: The action of ordering and buying
If you’d like to develop a content marketing strategy to help bolster your business, you must first define your target audience and their needs. Think of who your business is targeting, what sort of information they’re typically after and how you could provide useful content to fill those needs.
Each stage of the buying cycle has a different need and therefore a different set of information that will speak to them. Tailor your content to the needs at each stage of the buying cycle.
The #1 Secret of Content Marketing. Add value. Not a big secret - we've discussed this before but it is suprisingly difficult to do. If you’re not sure how you can add value through content marketing, ask your existing customers what kind of content you can produce that would be helpful to them now, or would have been helpful to them when they were looking for your product or service. They’ll tell you.
Be certain to stay true to your Brand and focus on subjects that speak to your target audience.
Feel free to download our free ebook to learn how to create content to bring customers to your door.