Content marketing is the rage for companies who sell products to businesses. The advice is to create all types of print - ebooks and white papers; audio - podcasts; and video - YouTube and other videos. But a lot of business leaders don’t know how to get started. Let me see if I can give you some free tips to get started on content marketing in your business.
Here’s a good place to start: Download our free white paper, How to Find New Customers. Read it and learn all you can about BtoB demand generation - as well as all the other good stuff at our company website, Find New Customers.
The first step in content marketing is to develop comprehensive Buyer Personas. After all, the words you write in your content needs to resonate with prospective buyers.
I highly recommend you hire trained professionals like me to help you with your personas. After all, nearly half of companies (44%( says they have personas, but more than 8 out of 10 say they are not using them effectively. (post by my good friend, Adele Revella, at Content Marketing World.)
It’s one thing to interview recent buyers to learn how they made decisions and quite another to map your learnings in a manner you can use to engage them. That why I suggest you hire trained professionals who have the tools to map content to feed content marketing.
Finally, try to map your content to the buying process found in How to Find New Customers. For instance, the first stage I call Untroubled/Unaware. These people either don’t know they have a problem or know they have a problem and don’t care about it. That tells you what content you need, such as how big the problem is and how other companies have fixed it.
Deep understanding of buyers and mapping content to buyers buying process will get you going on Content Marketing.
What do you think? I love your comments.
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This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor - President of Find New Customers. You can follow me on Twitter at @fearlesscomp
Here is a great infographic on buyer personas by Adele to help you understand this important topic. Click on the image to go to the original source at The Buyer Persona Institute.