What is content marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action as defined by the Content Marketing Institute.
Why are our content marketing strategies critical to your Indianapolis business?
The Buyer’s Journey
The buyers journey is the active research and decision process a buyer goes through leading up to a purchase. Let’s take a look at each step of the buyers journey.
Awareness — The user has realized they have a potential problem or opportunity. They are research focused on finding information identifying problems or opportunities based on symptoms.
Consideration — The user has defined and given a name to their problem or opportunity. They are actively researching all of the available solutions to solve their defined problem or opportunity.
Decision — The user has defined their solution, strategy or approach. They are researching supporting documentation, benchmarks and endorsements to make or recommend a final solution.
Today, 57% of the buyers journey occurs before the user makes sales contact. Potential customers are researching, gathering information, forming opinions and making decisions before they reach you. It’s critical for your business to utilize a content marketing strategy to be a part of that process and have an influence on their journey.
A user persona is a representation of your defined audience based on research and real data detailing characteristics, behaviors, motivations and goals. Personas help you understand where your targeted audience spends time online — so you can be there too. Understanding your audience and what motivates them at each stage of the buyers journey is critical to creating valuable content to move them through the marketing funnel and help them achieve their goals.
A content calendar provides the framework for publishing valuable, relevant content consistently. Search engines reward companies that publish valuable and consistent content as noted by Forbes.com explaining Google’s new “Quality Update”. Publishing quality content consistently however, can be a challenge and overwhelming for companies. Creating a content calendar based on your marketing plan helps you get organized and maintain consistency. Our content marketing experts can help you craft a strategy based on the buyers journey and your user personas to reach users at the right time on the right marketing-channel with the right content as well as measure the results to make informed changes.
In summary, with 57% of the buyers journey occurring before sales contact, it is critical to implement a content marketing strategy based on the buyers journey and user personas to publish valuable and consistent content to influence the user towards their purchase and increase search visibility. Contact one of our Indianapolis content marketing specialists today to grow your business.