Content marketing is the creation and sharing of content in order to engage current and potential customers, thereby building trust with the audience. Content marketing is about the audience, content marketing is about delivering value to the audience. Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to: Attract attention and generate leads.
Expand their customer base. Content marketing is a powerful tool for businesses to use in bringing consumers along the conversion funnel. Different formats, types, and styles for your content will serve different audience needs and ultimately improve your chances to acquire new customers or clients.
How Content works for you: Always make sure your content has a clear intention on what you are aiming for it to achieve. Content that lacks intention will easily be spotted by customers as lazy, irrelevant, and not adding to your pitch.
Awareness: Let potential customers know you exist, what you stand for, and your USPs versus competitors; show what you do, how you do it, and how you can solve a problem.
Interest: Capture the audience’s attention beyond awareness and convince them of your proposition.
Consideration: Provide further detail on what you do to inform customers on your experience, price, and happy customers. Why you versus competitors? Highlight experience, testimonials, and expert knowledge.
Conversion: Foster a warm and personalized experience between customers and your business. This includes lead nurturing, added value, return purchase incentivizing, requesting feedback, and community management.
Retention: Encourage repeat business but also to shine a light on positive customer experiences for new potential customers. This involves heroing champion customers and amplifying user-generated content through your content marketing channels.
As you can see, there’s no one size fits all and it’s important to consider the agenda with your content strategy to make sure it’s serving the right objectives but also speaking in a relatable way to your intended recipient.
Categories: Rob's notes
Robert Geoghegan. 
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