If you are not living behind the rock, you must have heard about the importance of the content in digital marketing. Buyers and influencers are absorbing so much content these days and the content creators are churning out the content at unprecedented rate. But the challenge is to create innovative content which creates value for the readers.
For most B2B marketers, the value of content marketing is crystal clear: it helps prospects move through their Buyer Journey faster because the brand is providing answers to questions that are being asked before the prospect reaches out to a sales person.B2B software marketers, maintaining users is even more important than acquiring them. By engaging with existing users through content themes like platform best practices, tips, troubleshooting, case studies, and self-help materials, you build a lasting relationship with your customers through content only when they need it.
According to CMI, 51% of B2B firms plan to increase spending on content marketing in 2016.
Attraction and Conversion
The first stage of the marketing campaign of the businesses is to attract the prospective customers. The goal at this stage is to attract as many eyeballs as possible. Most often the digital marketers try to focus on creating value generating content for the readers at this point. It can be anything ranging from tutorials to videos and even info graphics. The main aim is to educate and inform the audience and make them aware of the offering and its usage in their life. Content creation accomplishes all of this. If you are writing on relevant topics that visitors are searching for, and those pages are optimized for search you will start to rank higher in the search results and generate clicks through to your site. As predicted by the experts and marketing gurus, the focus will be on generation of creative content in 2016. the next calender will see videos and infographics taking the centre stage.
Conversion is the ultimate aim of any strategy and the culmination point of all the marketing efforts. which involves converting visitors to leads through forms, calls-to-action, and landing pages. While blog content does not necessarily fall under these practices, it leads visitors to these conversion opportunities. In modern day marketing,creation of content is not enough. The efforts should be channelized and properly shared with the help of social media. As the content is shared, your company name and site are also shared across emails, social media, and the Internet, gaining even more credibility and potential visitors that could convert to leads down the road.
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