Content Marketing

We Attract, Convert, Close, and Delight Your Customers

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.

User Personas

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.

Content Calendar

A content calendar provides the framework for publishing valuable, relevant content consistently. Search engines reward companies that publish valuable and consistent content. 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.

Exceedion has met or exceeded all of our expectations while bringing a problem-solving, creative element to the table. Because of our partnership, we have been able to enhance our business technology strategies directly impacting our image and our bottom line.
Jennifer Elkin – Senior Vice President, Marketing, Indiana Chamber of Commerce
Working with Exceedion was great! Bradley always took the time to patiently and thoroughly explain the aspects of our project. He definitely cared about understanding what we were aiming for and we’re very pleased with our new website!
Tim Wellman – Marketing & Social Media Administrator, Indiana Convention Center & Lucas Oil Stadium
Exceedion built a wonderful website for our local nonprofit. Bradley was wonderful to work with at every turn, and we are thrilled with the final product. We would highly recommend Exceedion for your next website. They are knowledgeable and go above and beyond to meet project deadlines and execute according to the client’s vision.
Rob Peoni – Communications & Marketing Manager, Second Helpings
We recommend Exceedion with the highest level of confidence. Bradley and his team are friendly, creative, talented, and effective. Most importantly they have been successful taking our digital marketing to a new level while sticking to their original timeline and budget. They have done everything they promised and more.
Brad Ferrell – EVP & Marketing Director, Hull & Knarr, LLP
Let’s Talk!

Marketing Blog

More Articles

Connect with us to schedule your complimentary website design, WordPress, or digital marketing strategic planning session.

Let’s Talk!