There are so many different myths and beliefs around Content Marketing -or Content Marketing-, that it can be difficult to understand what it consists of, and therefore, how to establish an effective strategy to execute it correctly within an organization.
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A key aspect that should be very clear to the marketing team (which is not responsible for producing the content) is that Content Marketing is not about talking about products or services, or about the company itself. Content Marketing is what will allow you to give the company a voice to position itself as an expert in your industry, a fundamental aspect that users look for during the first stages of their purchase decision, in fact long before entering there .
WHY IS IT SO IMPORTANT TO CREATE ALL KINDS OF CONTENT?
Let's say that there is a specialized magazine that talks about the news and developments of your business line. Your readers are a niche you want to reach, wouldn't you be interested in being the owner of the information of those readers? Having their information and being able to give them the content they are looking for around your industry. Your positioning as an expert in that magazine provides relevance to eventually be present as top-of-mind at the moment they enter the buyer's journey or purchase decision stages.
Most of us do not have our potential clients tied and loyal to our brand, and if we do, we are limited to them. We want to be able to cover more, right? How then do we get the attention of someone who is not looking for me who is actually looking for someone else? We can talk about information that it contributes to them, that they educate them, but from a practical point of view; no comercial.
For example; you are a flooring manufacturer and sales to your customers are not directly, but through distributors. The first thing to define in your content marketing strategy, in the attraction phase (to position yourself as a leader in the field), is to produce content - videos, articles, infographics - that talks about topics similar to:
[list][*]What's Happening in the Vertical Housing Project Construction Industry?
[/*][*]What investment is best, buying a house or apartment?
[/*][*]Start saving for the house of your dreams with these 5 tips.
[/*][/list]And for another type of profile it can be something like:
[list][*]How to optimize construction spending?
[/*][*]What type of information systems are suitable in the construction industry?
[/*][/list]Surely you ask yourself, why am I going to publish this type of content that does not talk about my company or my product? How is it going to help me sell something like this?
To answer you, you must first explain the stages that make up the purchase process.
THE PURCHASE DECISION STAGES
Many times, as experts in a subject, we fall into a certain obvious: we forget that there are people who are not yet ready to buy a product. Returning to the previous example, it is very likely that someone who is looking for kitchen floors has not even bought a house yet.Do you want that person, when they are in the most advanced decision process, to think of you? If you position yourself as an expert and people come to your website to consult the blog, podcast or whatever content format you have chosen to educate them around the whole topic of residential construction, will you be on the mind of your target audience?
To position yourself is to become your own means of communication, why do you invest in advertising in construction magazines with the intention of advertising your brand and selling more if, however, your consumer is going to go to a distributor to buy from you?
Investing in traditional media in this day and age means that you are giving your distributors too much power over YOUR customers. It is time to divert investment in other media such as Content Marketing and pay attention to your own digital assets. Publishing specialized content and measuring their interactions with your users will give you enormous power of knowledge about your customers that you did not have before.
To achieve a good positioning, your brand must be present at all points of contact during your customer's purchase decision; which can be, from someone who simply has the aspirational dream of buying a home (early purchase stage), someone who has already bought a home and is learning about everything they should consider to adapt it (purchase maturity stage), to someone you are simply comparing the quality of the brands in the market (comparison stage). By being present in all these moments of customer decision, your brand will be providing the necessary tools to close their purchase.
And that is only considering a buyer profile, let's not forget that there are several such as the builder, architect, developer, etc.
Wouldn't you want your sellers to be accompanied in the purchase decision process in this way, where closing is such a simple task that 90% of the work or more has already been done?
For this reason, I insist so much that Marketing and Sales are not separate tasks, but one. The sales area must provide raw material to the marketing area so that it is in charge of doing better what it knows how to do, which is to reach the right people with the correct materials and then connect again with the sales area and specify the closing.
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CONTENT THAT DOES NOT TALK ABOUT YOU BUT DOES ABOUT YOUR INDUSTRY
Back to the example one more time; If you were given the opportunity to buy a magazine of your organization's line of business, which you know all your potential customers read; clients that you classify as ideal clients, to share with your distributors, would you buy it?
Well, content that doesn't talk about you positions you this way. Become your own medium, be the magazine you would buy and start acquiring knowledge of your potential customers.
When you do NOT just talk about yourself on your website, people come back to read you, especially if you have a product that has long business cycles, where it takes a lot of time for people to buy it again.
How do you think you are going to maintain a high level of traffic within your website if your buyers don't want to hear from you again for a while, at least?
That is why it is important to maintain that level of positioning, to maintain the top-of-mind of the people who ever bought from you. They are your most loyal brand ambassadors and may even promote you themselves one day.
Content Marketing is about establishing trust within your buyers and above all about positioning yourself as an expert.
WHEN CAN I TALK ABOUT MYSELF?
The ideal time to talk about you is when a person is in a purchasing maturity stage, that is, when they are ready to start considering your product or service; when he knows that he needs something from your product or brand, even if he is not so clear about it yet.
This is where your brand should establish a relationship with the customer; It is not only about exposing the catalog or brochure of your products, it is about first understanding why you can help them and not someone else.
This is the time to have the greatest possible empathy with your consumers, this will make them lean towards your brand and not towards the competition.
We must apply more than ever the philosophy of openness, and avoid "ostrich marketing" as Marcus Sheridan says in his book "They Ask, You Answer" that avoids and avoids all kinds of uncomfortable questions and answers.
Make your client feel that they are part of your organization and try to expose everything that you yourself would ask a person to buy a product or service like yours, on a web page.
Don't be afraid, don't think about your competition, don't think about anything other than your current clients and your potential clients.
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