How Marketing Departments Have Benefited From Content Marketing

Your Content Marketing Strategy is now a proven, prime driver of revenue for forward-looking businesses. The implementation of marketing automation software and analytics means Marketers now drive the customer acquisition process by improving the lead to sales success ratio of the Sales Department.

This is not just about traffic; not only about writing great blog posts; or even about shooting exciting video. It's about the reasons for doing any and all of those things.

It's about creating customers. With marketing. Because that's the only reason any businesses exist — to create customers.

My short-form term for them is 'High-Value' Customers, because they represent tremendous efficiencies and potential.

High-Value Customers

In most businesses, about 20% of the customer base delivers 80% of revenues. I believe Marketing and purposeful content marketing campaigns can help to change those percentages.

Carefully planned content campaigns will attract a more tightly focused target suspect, and provide specific information and steps in the pipeline which create a motivated, educated buyer, presenting Sales with highly-qualified leads.

Creating Customers

Create a content marketing strategy to get more leads, manage them efficiently and systematically; moving them through a process from stranger to prospect to lead to sales–ready lead — for 'handing-off' to your Sales Department where they'll talk to a Sales person.

Alignment With Sales

Your Department and the Sales Department need to work together to improve the entire content marketing process. There should be consensus about the description of your targeted audience segments, including direct Sales experiences to help fully describe specific personas.

Sales can help describe the sales conversation to unearth customer points–of–view which lead to keyword phrases and more effective SEO efforts.

The Sales Department is a repository of invaluable customer information and experiences. Sales can describe the ideal customer success. They can describe the steps customers take in the decision making process — leading to a meaningful lead scoring system. And finally, Sales has exactly the kind of customer they know is the best customer for the business. Listen to them.

Here's What The Process Looks Like

Why bother with this?

You might be thinking: "We already have a sales pipeline and defined sales funnel. Why should I invest in content marketing and a different kind of strategy?" Content marketing is not a choice. Content marketing is here to stay and the faster you implement a plan the sooner you'll be positively influencing your customers, leads and prospects.

All of those outcomes satisfy business objectives and drive revenue growth. As a marketer, your marketing pipeline, content marketing campaigns and integrated campaign elements now contribute directly to revenue.

On A Practical Level

Strangers come to your website every day looking for answers to their questions when your website pages are listed in search results. If you do nothing, those strangers are going to leave your site when they can't find what they're looking for. Or worse, your competition will build better website pages and knock you off the search result pages completely.

Content marketing makes use of your current website traffic. It has the ability to provide better quality information to that traffic which may make them stay on your website longer to find and consume more information.

Content marketing is about creating specific types of content for different audiences, whom are at various stages in the buying cycle for your stuff.

Content marketing is about merchandising information in different ways, through multiple offers presented over multiple channels that attract individuals who closely match your ideal customer profile.

Busywriter Content Marketing Strategy

The process is straightforward. Creating and delivering the strategy can sometimes be complex.

Firms with a distinctive value proposition and unique competitive positioning, are the firms that succeed best in creating content marketing strategies and rolling out content on a consistent basis. They are also the firms chosen by the majority as indicated by their leadership position in their respective markets.

Download The Positioning Toolkit For Pointers On Refreshing Your Unique Market Position

Call us today to get your Customer 1st Content Marketing Strategy for shorter sales cycles and reduced marketing investment risk. We'll get you started. You'll see results.

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