We agree your prospects need to know, like and trust you. And your customers should become advocates, sending you hot prospects who are predisposed to like you.
We agree the best way to achieve this is through relevant information that positions you as a knowledgeable, customer-oriented resource.
And we agree you’ll attract high-quality, pre-qualified prospects if your information is well branded and targeted.
So what’s your best plan for achieving these objectives? Content marketing.
What is content marketing?
You may have heard it called any number of things.
Content marketing… custom publishing… information marketing… advertorial… corporate media… branded content… editorial… corporate publishing… and more.
At a time when buyers no longer trust traditional marketing, content marketing can still get the job done. It blends customer service with editorial, marketing, social media and even public relations. It gently fills your pipeline by inviting interaction rather than demanding immediate response.
To use an old-fashioned term, it allows you to woo your customers rather than asking for a one-night stand. So your prospects can learn to love you. And your customers can develop into a loyal fan club.
Like any great marketing effort, though, you’ll get your best results if you’ve got a plan. My favorite is provided by Joe Pulizzi and Newt Barrett in Get Content Get Customers. It’s called the B.E.S.T. formula.
Follow the B.E.S.T. formula for successful content marketing
The B.E.S.T. formula has four components:
Behavioral. Everything you communicate must have a purpose. What action do you want your readers to take?
Essential. Write from inside your prospect’s mind. What information do they need to succeed in work or life?
Strategic. Content marketing isn’t a stand-alone project. Does it integrate well with your other marketing efforts? Have you made it a part of your overall business strategy?
Targeted. Your content must be targeted to your ideal prospect so it’s truly relevant to them. Otherwise, it won’t attract the right people. Who are your readers, and what do they want to know?
But don’t stop there. For effective content marketing, you need to plan your delivery methods as well.
Three methods for delivering your content
Content can be delivered in print, in person or online. What’s best for you? Probably a mix.
Print content is impressive and easy to control. It’s also expensive. So make sure you’ve got a solid strategy before you invest too heavily. Print content includes corporate magazines, newsletters, white papers and books.
In-person content is an effective way to build brand awareness, thought leadership and sales support. It’s especially important when selling high-value or highly complicated products and services. Think in terms of bootcamps, conferences, trade shows and executive roundtables.
Online content is one of the best and most far-reaching methods of developing a strong presence in your niche. Of course, your most valuable real estate is your website. But you can also provide e-books, webinars, digital white papers, e-zines and e-newsletters, videos, podcasts, and a business-related blog.
Know your prospect
Every marketing endeavor comes back to the cardinal rule: know your prospect. When developing your editorial calendar, make sure you think in terms of what your prospect wants and needs.
What are their hot buttons? What kind of information would make their lives easier? Where do they go for information?
Here’s the bottom-line: You’ve got to provide information that builds your credibility and positions you as the first-choice provider when they’re ready to buy. If it doesn’t lead to business, you need to rethink your strategy.