The long answer: Content marketing is a marketing strategy used to engage, attract, and maintain an audience, by producing and distributing relevant content such as blogs, articles, videos, web pages, and many other forms of media. The short answer: Content is your best friend.
Good content shows your expertise, builds your brand’s reputation, and keeps your business ranking high in SERPs (Search Engine Results Page). A killer blog can really show your true value to customers, and with consistent use of content marketing, you can establish and nurture relationships with potential clients and existing customers.
Why is content marketing important?
Content helps you build trust with your customers. You can create a connection with your target audience, one that educates them, entertains them, but ultimately drives them towards your marketing goals. A potential customer is more likely to buy from you if they like your persona. And your content goes a long way towards building that. The ideal scenario is your client will be fully engrossed in your marketing without even realising they are being sold to.
When your audience thinks of your business as a priceless source of guidance and advice, they’ll be more likely to choose you when it’s time to spend their hard-earned money.
How does content marketing work?
You can use content to attract new leads and, when clients research what they want to buy, your content can even close the sale.
To use content marketing successfully, you need to provide the right content at each stage of the sales cycle. Let’s break down each of those stages, and how to create optimal content for each chapter.
Awareness
Time to get your audience’s attention. At this stage, consider their major concerns. Write information about their challenges and pain points, then answer the questions they are dying to know the answers to.
Example:
- A building firm writes an article ‘3 Ways to Choose the Right Builder’
Consideration
Now that you’ve piqued their interest, time to suggest ways that they could use your service. That makes their eventual conversion feel like their decision, rather than something they’ve been sold. This content should be a fusion of useful information and incisive marketing. A chance to educate the reader and introduce products and services that could help them.
Example:
- An interior designer writes a piece on ‘X decoration ideas for your bathroom’
Closing
Let’s secure that sale. Here, you need to continue to emphasise why you are the best choice rather than how amazing your product or service is. Remember, your main message is your expertise, your personality, and your customer service.
The best content for this is case studies, user lead content, product videos and more.
Example:
- A video collection of client testimonials about recent conservatory improvements
With any of this content, make sure to include clear CTAs (Calls-To-Action) and links to where you want the customer to go next. Buttons that say ‘Buy Now’, ‘Contact Us’, ‘Get A Quote’. These are all examples of effective, easy-to-understand CTAs.
Strategic content marketing across the UK
We’re a digital marketing agency that does it all. Our expert team of content writers create engaging, mould-breaking, scroll-stopping content on a daily basis. Driven by strategies that get concrete results, Purplex can help you reach your ideal clients and take your brand to the next level.
Get in touch today and see how our marketing experts can help convert those hovering cursors into clicks.
