Because of the advances in mobile apps and more web integration with social communities, (and faster internet for almost everyone), marketers have a unique advantage to more quickly and easily reach their target prospects.
Just because we’re “more connected” with our target market of prospective buyers, doesn’t mean that they’re seeing what you’re posting, or anxiously anticipating your next blog or article. With the overflowing growth of content online, many of your consumers are getting overwhelmed with information, and sometimes see the same info repeated in multiple websites or posts. It isn’t a matter of merely providing information anymore for your consumers, but remembering to educate to empower their buying decision. And when done correctly, they will be armed with buying knowledge to make the intelligent purchasing decision from you - because you taught them how to buy.
The challenge for business owners, executives and marketing managers, is to provide the kind of content that repositions you out front of your competitors. Here are just a few ideas:
- Understand your buyers: insight into the knowledge level of your buyers is best obtained from third party buyer research. My point of view: do not skimp here.
- Develop a strategy: only 38% of businesses have a content strategy. My point of view: take time to formulate a content strategy based on buyer research – do not make it up.
- Put structure in place: be purposeful by creating an Internal Content Marketing Agency. My point of view: do not make content marketing an orphan child.
- Acquire talent: get the right content creation talent with the right skills. Do the proper talent assessment. My point of view: adding a line to an existing job description role and calling someone a content marketer will not work.
The ability to consume, discern, assimilate and make use of content on the part of buyers is doubling every year. Is your content marketing keeping pace with your customers?
Your content marketing strategies will make or break your business. No matter what strategy you plan to use, it always boils down to what you can offer the consumers. Buyers don’t want to be fooled by irrelevant and unnecessary information. Instead, anticipate what your target wants, and educate them by giving them what they need.
