David Meerman Scott, a best selling author of business and marketing books is quoted as saying:
Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment that a buyer needs it.
The bit about “at just the precise moment” greatly increases the costs of your website so if your business is still small, maybe you get that part later, but the main message about delivering useful content is true independent of the size of your business.
This is the basis of how content marketing works.
Content marketing, also called Inbound Marketing (a term I personally prefer) is all about publishing such useful and interesting information to your website.
When done effectively, it is an awesome tool for generation leads.
The main aspect to doing web marketing effectively is doing so that your website is easily find-able, so that your website has a high search ranking.
In one way, it is a lot easier to do this than more people think. The basic system is:
- Publish useful information to your website in short bite sized chunks (when is the last time you found the answer to your question on page 3 of a long webpage?).
- Format every articles for good SEO.
- Publish at frequent intervals.
- Keep doing so until your audience shows up in large enough numbers to generate the number of leads you need.
What makes that system hard is not knowing the details of what to do, but doing it day in and day out, multiple times a day, 7 days a week.
However when you do this, your website will keep you in leads forever and ever.
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