The world of marketing has undergone a dramatic revolution in recent years. A couple of decades ago, businesses and brands held all the cards. The salespeople who worked in brick and mortar stores were the experts and they held the customer’s hand as they guided them through the buying journey.
Fast forward to today’s buyer-driven world, and it’s clear we’ve undergone a radical shift.
Thanks to an abundance of information online, the modern customer is highly informed. And if there’s a gap in their knowledge, they know how to fill it. In fact, more than 8 in 10 shoppers will research a product onlinebefore buying it in store.
Of course, it’s not just consumers whose buying behaviors have changed. With a smorgasbord of reviews, whitepapers, blog posts and more at their fingertips, today’s B2B customer will travel 57 percent of the buyer’s journey before even speaking to a salesperson, according to popular CEB metrics.
With the balance of power continuing to shift in favor of the customer, what can you do to ensure your brand’s voice is heard?
For many, the answer lies in content marketing.
Definition of Content Marketing
The good folks over at the Content Marketing Institute define content marketing as…
“…a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.”
There are a couple of keywords here that we want to draw your attention to. The first is valuable. Simply put, pumping out a bunch of meaningless content is a waste of time and money. The content you produce must provide some level of value to your prospects — ideally, so much value that they’re going to actively seek out your content and consume it.
The second word to focus on here is relevant. Yes, regurgitating adorable cat memes could probably help you accumulate a sizeable following and a fair bit of engagement, but is it going to do much in the way of increasing revenue?
So, you need valuable content that’s relevant to your target market. But how exactly does this translate into profitable customer action?
To answer this question, we first need to understand where content marketing fits into the broader buying cycle.
Where Does Content Marketing Fit into the Buying Cycle?
The typical buying cycle is made up of four parts:
- Awareness: The customer has a need.
- Research: The customer does some research to explore their options.
- Consideration: The customer starts comparing products.
- Purchase: The customer makes a decision and commits to the purchase.
Content marketing perfectly encompasses the first two stages of the buying cycle. With a bit of planning, it’s possible to create great content that raises awareness of your product or service as a viable solution to the customer’s problem.
What are the Benefits of Content Marketing?
While your content marketing objectives will depend on your unique circumstances, broadly speaking there are three main advantages:
- Visibility: The most important benefit of content marketing is that it gives you a low-cost way to get eyeballs on your brand. When a prospect searches the web, your brand pops up, paving the way to an eventual sale.
- Authority: Content marketing establishes your brand as an authority or thought leader in your chosen space, which fosters trust, builds your reputation, and helps develop your relationship with buyers.
- Longevity: The icing on the cake is that a single piece of content can bring in new leads for years and years in a way that simply isn’t possible with traditional advertising strategies.
Content Writing Services
Looking to hire a professional content writer to create blog posts for your blockchain technology company or ICO?
Reach out to one of our content marketing experts here at ZenRevenue to book your free, no-obligation consultation.
We’re an experienced, versatile and native English-speaking blockchain content production company based in Toronto, Canada. We have experience working with more than 25 ICOs.
Monday, February 5, 2018