Content marketing is a way of educating your prospects about your brand while differentiating your product or service from competitors. You generate content (blog posts, eBooks, infographics, photos, or videos), and your prospects absorb it. The style and tone of your content influences their perception of your brand and will ultimately affect their purchase decisions. Content marketing has become a key element of the modern sales process. See an example >
The style and tone of your content influences how your brand is perceived and will ultimately affect purchase decisions.
The most cost-effective way to find new customers is by drawing them to you. To do this, you need to reach your prospects at their most receptive. Inbound marketing emphasizes the “customer journey” and the importance of understanding behaviors.
VIDEO: Inbound Marketing in 60 Seconds >
Customer Journey Mapping
Customer journey mapping is a representation of the experience prospects and customers have when interacting with a company, brand, product, or service. A successful content strategy depends on a clear understanding of this journey.
As every successful salesperson knows, a key part of the sales process is to nurture leads and keep your pipeline full. A good content strategy will include a nurturing plan to keep leads interested until the time is right.
Email marketing is effective; as a result, competition is high. You need a solid content strategy, a thorough understanding of your prospect, and a user-friendly email tool. Done right, email could be your most fruitful point of contact with your prospect.