Here at 360 our slogan "Content is Our Passion, Marketing is Our Mission" is a core value that we hold close to our hearts. Creating high quality, intentional content for clients is what we are here to do, and is the reason behind why we were founded. However, what we've found is that oftentimes the importance of this content can be overlooked, or business owners just get confused when trying to figure out what a keyword is or why this blog post will get them the right customers. If you are new to the content marketing world and not sure where to start, keep reading to learn more about how 360 SensoMedia works and why content marketing should be a key part of your business strategy.
The 3 Keys of Content Marketing
Making influential and intuitive content is no easy task, but it is necessary for any company that wants to build a strong relationship with its customers. Having a well-planned content marketing strategy will not only keep existing clients coming back for more but will also help you appeal to new ones. We want to help you make content that will showcase your brand to the right consumers and start building relationships that will make your company grow, and we do that by utilizing our 3 keys of content marketing:
Display your value proposition
These keys work together to attract more loyal customers to your business. You want to evoke a certain brand image that tells your company's story so that consumers understand who you are, what you do, and why you are doing it. That way, the second they connect with your company they are seeing that you will give them more than just a product or service, which will help nurture your relationship with them over time.
Let's dive in to see why these pillars are so important to successful content marketing.
1) Increasing Awareness
The purpose of crafting quality content is simple: to attract more loyal customers. Therefore, when you are first starting out you will need to create content that tells the world what your company does. The content designed will seek to generate leads and increase brand awareness, so your highest quality content pieces will be created for this purpose. These can be videos, animations, long-form articles (over 1,500 words), whitepapers, PR releases, etc.
The goal with this content is to tell potential leads your WHY and HOW you will fix their problems, so they will remember your brand over time. Your company should stand out from the rest, and the content created at this stage will help you do just that.
2) Building Trust
The trust-building stage involves creating content that will help those new subscribers and followers from the awareness stage trust in your ability to solve their problems. Being consistent in your delivery of content will help you do just that. This is done by producing relevant content for your social media, blog, vlog, and email marketing initiatives that will give potential customers a look at the type of work you do. It is important you share curated and fact-checked content. People will visit your page for a reason, so make sure you deliver the type of content they are looking for.
This type of content primarily involves blog posts (under 1,500 words), social media posts, and emails. Whether it is showcasing how a specific product is made or how you have helped clients in the past, this goal with this content is to connect with your customers and transmit your ideas to them. When done correctly, this content will establish you as a leader in your industry that consumers will turn to when they are ready for your services.
3) Value Proposition
The final key is your value proposition - what your company brings to the table and why it is better than that of your competitors. The goal with the content you make for this stage is to create different value propositions for your different target audiences so that they will convert into paying customers. The content you create here will seek to answer common questions, assist with task-oriented needs or share promotions, so focus on who your target customers are. You will need to discover their wants and needs, and then create content that tells them how your product or service can help.
PUTTING YOUR CONTENT INTO ACTION
When the 3 keys of content marketing are successfully employed, you will be able to convert viewers into customers. This is where your marketing funnel comes into play. This funnel is the journey that your potential customers go on before they decide to purchase your product or service, and the types of content mentioned above all play a key role in this process. Remember, the timing for your sales cycle is determined by the industry you are in. For instance, in Real Estate or Law, sales cycles are about 3 - 6 months. On the other hand, in Retail and Subscription driven industries, sales cycles can be almost instantaneous.
For example, let's say you created a great looking infographic. It was made to increase awareness, but it can also be turned into a blog post to help establish trust and credibility. Once it is a blog post, you can create a social media post using elements from it (or even a series of posts) to get your message across. You could even do a Facebook live video talking about the infographic and why people should read it. The more often people are seeing your message, the more likely they are to convert. The golden rule is: people should see you 7 times to build relationships online.
At 360 SensoMedia we are here to bring your company value and increase leads through the power of content marketing. We work with clients 1-on-1 to discover what their unique value propositions are, help them create a marketing strategy, and develop content that will disseminate their message to potential customers.