The use of content to improve your marketing strategy

How does content improve your marketing strategy? By giving prospects information they need to help them make a decision.

As a small business owner, you won’t dream of subjecting your customers to an unfriendly atmosphere. You need them to come back or recommend your business to their friends.

As you do this in person, you want to also do this online.

But how do you approach your prospects?

Many small businesses still use lead forms to give their prospects access to their content.

At Inbound marketing university, we recommend you to use lead forms in a more considerate way. Combine them with educational content, and use lead forms to provide access to the stuff that is really good.

This helps your customers get a taste of what you have offered before they decide it’s OK for you to have their contact information.

Remember that people today conduct more than half of their research online before making a purchase and their research is always based on comparing features, reviews, prices, etc.

Therefore as a small business owner, give your potential customers the merits of your product or service through content marketing before they commit to you, even in a small way.

Deliver content to your potential customers

With a content marketing strategy in your small business, you are able to be found by people. A large percentage of customers today start their purchase journey with a simple search on the search engines.

With content marketing strategy, have the following in mind:

  • You are a publisher: You may not think that publishing is part of your business, but it is. It’s the core activity of content marketing. Sure keywords help, sure buyer personas help, sure defines sales funnels help, but without regular publishing of useful and interesting content, none of that matters. Hardly anyone will find you.

Be smart with your content marketing and use useful and interesting content and appropriate forms to collect information (not too much and not too little) as your visitors move through the buying process.

Learn more here…

Download the eBook: The 7 Fundamentals of Being Found Online


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