Content marketing is something we do a TON of for clients here at Pyxl, and it’s because it really works…but only if it’s done right, of course.
If you’re new to content marketing, it’s essentially a digital marketing technique in which you create and distribute targeted, valuable content with the goal of attracting traffic, acquiring leads and ultimately driving sales. If you’re a B2B company, it’s a great way to fill the lead funnel! However, there are a few key steps to keep in mind as you develop your content marketing strategy…
1. Create awesome content that your audience cares about.
To develop a killer content marketing strategy, you have to know your target audience first and foremost. What topic(s) do they care about? What problem(s) are they trying to solve? In what ways do they like to digest content? The key is to figure out what things your potential customer is searching for and how your content can help them solve their business problems.
Great types of content include:
- White papers
- …really, anything someone would be willing to give you their email address to download!
2. Make that awesome content look pretty.
To look professional, it’s important to lay your killer content out in a killer design template. No one wants to download a Word doc; they want a pretty PDF full of descriptive imagery that helps convey the story, so be sure to get a graphic designer to help with this step!
3. Design a beautiful landing page.
You could have written the best content in the world, but if it’s hidden behind a bad landing page, no one may ever find it. That’s why it’s hugely important to create effective landing pages.
Here’s what a good landing page will do for you:
- Make sure your content gets found in the first place (I’m talking about SEO)
- Make your potential customer interested in the content hiding behind the form
- Make people comfortable giving you their contact information
4. Don’t ask for too much.
Sure, your sales team would love to know every little detail about each of your leads, but the truth of the matter is that for every form field you add, less and less people are going to fill it out. Generally, name, email and company is all the information you need!
5. Promote, promote and promote.
Sure, incorporating a good long-tail keyword strategy will help potential customers find you via search, but there are other ways to get found as well! Ask yourself, where are your potential customers hanging out online?
A few of my personal favorite digital marketing tactics include:
- Social Media
- Search Engine Marketing
- Social Advertising (i.e. LinkedIn Ads & Facebook Ads)
6. Follow up.
If someone downloads your content, and then you never “touch” them again, or you wait 6 months to do it, you’ve probably lost them. Using a marketing automation system like Hubspot (our favorite!), you can create targeted workflows that launch as soon as someone downloads their first piece of content from you. Of course, you don’t want to send someone an email everyday, but if you stay in front of them by providing relevant content that you know they’ll like, your company will be top of mind when they’re ready to buy. In addition, a person’s actions through this automation campaign will help you gauge how qualified a lead is before you pass it along to your sales team.
If you need help formulating your content marketing strategy, writing and/or laying out the content itself, creating landing pages or setting up marketing automation campaigns, we’re here to help! Just drop us a line!