One of the best ways to build a brand and deepen customer relationships is via content marketing—the creation, publication, and distribution of relevant, high-value content, tailored to the needs of targeted groups.
Good content is an integral part of search and social media networking, and can take many forms, including articles, case studies, blogs, whitepapers, and videos.
Our specialty is simplifying complex technology terminology into words which educate and communicate value. We explain how your company can solve customer problems or pain points.
1. Goals and Objectives
Content strategy begins with defining goals and objectives. By understanding what needs to be achieved, more applicable content can be created for target audiences. Some questions to ask: Who are you selling to? What are their goals? What are their problems?
2. Search Engine Optimization
There is an incredible amount of information found on company websites, blogs, and in posted articles—content needs to be optimized for search and aligned with keywords and phrases used by a target audience. It’s imperative for prospective customers to be able to locate companies that may fit their specific requirements.
3. Customer Engagement
Social media should be part of every marketing plan, which not only attracts initial interest in an organization, but also enables stronger and deeper customer relationships along the entire buyer journey. Social platforms encourage the sharing and amplification of your content. It’s been said that content is king. Social is the queen.
We examine possible triggers, such as new product announcements, industry trends or business issues that may generate interest by target audiences. We audit how well the content matches customer needs, and then develop an editorial calendar that addresses buyer personas and stages.
Conversion is the last buyer stage. This is where we facilitate the prospect’s understanding on how desired business results can be achieved with a company’s solution. The development of proof points, case studies and customer testimonials are important content enablers of conversion.
Measurement is necessary to understand if desired business and marketing results have been achieved. Some metrics of interest include: Reach- unique visits, geography, mobile readership; Engagement- bounce rate/time spent, heat maps, page views, lead generation numbers, sales lead quality, number of sales conversions, SEO page rankings, and the number of external links; Sentiment- comments and social sharing.
Services provided by B2B Marketing Insights (Irving Frydman Marketing Consulting).