Customer-Centric Content Marketing Campaigns Attract Quality Leads

Discover how content marketing campaigns will make your website findable, attract targeted traffic, improve conversions, shorten the buy cycle, and create more profitable customers.

Putting The Customer 1st

If you think of a content marketing strategy as a roadmap that helps you achieve business goals and objectives - a campaign is like the vehicle, car or truck, you use to reach those business goals. Roadmaps are vital, they map how to get from where you are to where you want to be. But maps are useless unless you have a means of getting where you want to go: campaigns are the means.

Campaigns are designed to reach and exceed business goals. Thus, if the business goal is to increase revenue by x%, then a series of campaigns can be designed to achieve smaller, individual objectives. Marketing objectives are tactical, as are campaigns. Business goals are by their nature high-level and strategic.

The distinctions are important. There's so much misinformation on the web, that the majority of web entries about content marketing tend to mix up what a strategy is in relation to a tactic, and mix up objectives with goals and outcomes.

Content marketing is like a coin:
- one face is high-level strategic planning - your roadmap.
- the other face is tactical, operational - the vehicle you're driving.

What that means is that trying to do content without a plan (content marketing strategy) or a reason (business objectives) is like trying to stop the flood of competition with a wet paper towel.

Most businesses searching the web for information about content marketing have an immediate problem they suspect content marketing might help them solve. The website begins with content marketing campaigns because campaigns are the immediate, actionable tactic that the majority of our customers need.

What I want you to understand is that content marketing elements such as ebooks and whitepapers don't live alone on your website. If you think you want a whitepaper or a case study, have you thought through the full implications of that? We've built this site to educate individuals about content marketing, and we've done our best to be brief.

I've broken content marketing into it's logical progressive steps, from positioning through to campaigns. Your number 1 job is to ensure the survival and growth of your business. To do that you need more customers remaining customers and buying more than you currently have - and more than the competition. Content marketing can get you more customers cost effectively than other more traditional marketing methods. That's a promise.

The pages in this section of the site attempt to provide an overview of how content marketing campaigns can accomplish the 5 basic operational tasks required to achieve your business objectives. Each campaign group is designed to perform one function in the journey from unidentified website user through a qualification process that delivers qualified, sales-ready leads to your Sales Department.

1) Traffic Generation Campaigns

Learn how to build traffic and increase website visitors using content marketing campaigns specially structured to create awareness and attract your ideal customers.

2) Lead Generation Campaigns

As you know, converting traffic from strangers to individuals is the purpose of a lead generation campaign. The focus of the campaign is to create website user actions that capture a name and email for follow-up.

3) Lead Nurturing Campaigns

Making sure you keep momentum and are feuling the lead's journey from curious to proven interest is what lead nurturing campaigns are designed for. Keeping them engaged and getting them to consume more information is the objective for lead scoring and hand-off to sales.

4) Promotional Campaigns

Not enough businesses have realized content marketing is a great tool to drive short-term sales promotions. Using the in-house list, promotional campaigns can build momentum for launches, new product introduction and to move units out to the public. Take advantage of a little used tactic your competition probably aren't aware of, yet.

5) Loyalty Building Campaigns

Every business needs to create customers to survive. They also need to attract price insensitive, loyal customers whom buy more-more often, and don't have to be replaced (at high cost). On-going content marketing campaigns are cost effective customer loyalty tool that have been adopted by only a minority of businesses, so far. Don't be left behind.

And The Question Is...

How much of that process actually puts the customer, the ideal customer you want, first? Process and operational details can kill your best intentions. I think most content marketing strategies begin with all the right qualities to make them customer-centric. And then reality sets in as deadlines come speeding at you, and the sheerr effort of creating original content starts to wear you out. Then, almost overnight, your content campaigns become exercises in getting things done. And the customer concept...?

I think the customer gets lost. Which leaves you with campaigns that start to look, feel and sound like everyone elses campaigns. And I don't mean just your competitors, I mean all the campaigns being produced by tens of thousands businesses. You and your stuff get lost, engulfed by the web. And nobody cares because they don't even know you exist.

Don't Let It Happen

Keep focused on your customers and their wants. Solve their problems. Talk to them in their language. Mostly: don't waste their time. Treat them with respect. When you do that, your content marketing campaigns radiate truth, compassion, and honesty. And isn't that what we all want?

Click here for more about competitive positioning and how content marketing campaigns require a solid business positioning to create a unique perspective for every message, which your ideal customer will feel compelled to respond to.

Call us today to get your "Customer 1st Content Marketing Campaigns" for Marketing & Sales efficiencies & achieving increased revenues. We'll get you started. You'll see results.

Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.