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Understand Content Marketing Better To Generate Higher Inbound Leads

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The businesses around the world are always on their toes to find out the ways which are not just profitable but are sustainable as well without demanding too much in terms of monetary or time investment. Inbound marketing is the marketing style that is opposite to outbound marketing which was practiced in earlier days of business. Content marketing is an important part of inbound marketing and this blog discusses some very important tricks to succeed with the same. Content marketing is the term that is talked about quite frequently but there is still a lot to be understood about it in order to leverage it. The content marketing strategies designed for the businesses have many important aspects to them that need to be taken care of before starting to expect any leads or profits from the same.

The content needs to be simple to understand, interactive and focussed. The reader must get the exact idea which the author wants to convey. This is the test of the quality of the content. There are 3 levels of customer relationship viz. relational, transactional and contractual which is commonly known as RTC model. Just like any other relationship which is based on sound basis, a business relationship also goes through the set stages. The RTC model is discussed in detail below.

The content marketing funnel or RTC model has 3 stages in it. The relational stage includes starting building the relationship with the interested people out there. This step includes writing blogs, getting a high quality website designed and getting social. This is the first step in the relational stage which furthers the process when the business expands the activities by publishing relevant and interesting material, releases newsletters or dropping in emails to the leads. If the response is good enough and the business feels encouraged to interact and speak about itself more often, it then experiments with organising webinars or other online events. Many businesses make the mistake of jumping ahead of this stage and expecting the customers to buy the product or a service instantly. On the other hand, the wise business persons do not expect anything more than engagement while they are in the relational stage. There is no need to hurry up or organise a webinar directly but it is sufficient to start writing a blog in the initial period of the relational stage.

The transactional stage is the next stage where the leads enter into a decisive state and buy the product. This stage comes when the customers have acquired information about the business and they feel confident enough to crack the deal. The efforts made in engaging the customers in the previous stage can all be rewarded in this stage of affairs. This stage doesn’t only include the buying process when the purchaser pays for it but the decision making process is also included in it. There is generally a case when the customers figure out the information that is core to the product or service such as its price and guaranty period among others.

The last or third stage is the contractual stage where the contract is going on after the purchase of the offered product or service. The things such as guaranty or warranty can be included in this stage as the customers see it as great basis to place their trust in a brand that is new either to them or to the market. In case of any defect in the sold product, the buyer can claim free repair under this stage. All these 3 stages vary a bit for the product sales cycle or the service sales cycle.

The 2 major mistakes committed by the businesses are as below-

1) Macro-distortion

This is basically when the business ignores the small positive signs in terms of micro-yeses by the potential customers and jump to the conclusion that there is no hope in that particular direction.

2) Horizontal diffusion

This refers to the fact that the prospects are engaged horizontally rather than being vertically pushed. This is a common error which sounds academic but is often committed by many businesses on a daily basis.

Let us understand the 5 basic steps to effective content marketing. These are as below:

  1. Map the content according to the conversion funnel and do not waste it by being indecisive about the same. There is a need to place it correctly in order to generate the right kind of effect and push the leads vertically and not just engaging them in something that is not focused towards the ultimate goal i.e. sales! For this the content must be simplified and sequenced properly.
  2. Imagine your ideal customer and then craft a sketch (biographical) of the same. Categorise the prospects in different categories such as corporate, academician, agency or student etc. Then there is a need to go little deeper to understand the psychology of the same. For example you got a biographical sketch of a marketer. Then the basic information such as his likes and dislikes, educational background and marketing practices that he follows are all an important set of information to you that helps you generate the right kind of content marketing strategy customised to similar kind of customers belonging to the same category. There is a lot of research work involved in designing a biographical sketch of an ideal customer but it is worth the efforts.

Content marketing is a vast field with many twists and turns that only add up the spice to the whole endeavour. A content marketer is not only a marketer but needs to be good researcher and data analyst as well in order to understand the prospects’ psychology as clearly as possible and then go ahead with shooting out the arrow of most appropriate content that is relevant, important as well as urgent in the market targeting the right customers only. Hope the above discussion helped you in finding out the dangerous errors you might be making unknowingly and gain good knowledge about the marketing domain.

  • inbound-marketing

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