INBOUND BREATHES CONTENT
LIKE WE BREATHE AIR
You need content to build out every step of the inbound marketing methodology—from attracting visitors to delighting customers—and enrich the buyer’s journey with bold and exciting material. Ultimately, it’s up to quality content to carry your leads down the sales funnel.
of organizations use content in their marketing strategies. (Content Marketing Institute, 2018).
of all B2B marketers say they’ve used content marketing successfully to build credibility with their audience (Content Marketing Institute).
Companies that have a blog get 55% more visitors (HubSpot, 2017).
Upgrade Your Sales and Marketing Toolkit
If you want to attract and retain qualified leads, you’ve got to start with useful content that captures their attention and carries them toward success (and toward your brand). A successful content strategy relies on diversity in your content offers. This is why our content marketing services explore the full range of content marketing, including:
- Pillar Pages
- Sales PDFs
- Case Studies
- Press Releases
HOW TO GENERATE CONTENT THAT CONNECTS
Masterful content strategies put a magnifying glass on the pain points and backgrounds of the perfect customers for your business. Before ever putting pen to paper, you need to know your target audience better than they know themselves.
To help your brand reach the right people at the right time, our content marketing team will work with you to:
- Explore the buyer’s journey through your unique sales funnel
- Identify the traits of your ideal customers
- Study data and analytics to craft a winning strategy
- Build a quality content library that withstands the test of time
- Find the right balance of blogs, ebooks, and pillar pages
- Inject new content with keyword-rich copy
- Fine-tune existing content to move up in search rankings
- Engage with prospects—when and where they’re ready to connect
- Close more leads as they come to you
WHO DOES CONTENT HELP, REALLY?
Inbound is all about becoming the preferred solution to the problems of a preferred audience. The goal of targeted content is to build your reputation as the most helpful, trusted resource in your market niche. The more trustworthy your brand is, the more likely your target audience will choose you on their own.
Every piece of content you produce should be designed to attract the attention of a hyper-specific persona right as they’re entering the buying process. Here’s a breakdown of the kinds of content we’ll use to target prospects in each stage of the buyer’s journey:
Top of the Funnel
Top of the Funnel content helps prospects as they are researching their problems, this typically includes blogs, ebooks, white papers, checklists, tip sheets, and reports.
Middle of the Funnel
Middle of the Funnel materials nurture leads towards a sale and includes product webinars, how-to ebooks, case studies, samples, FAQs, and datasheets that detail the solutions they’re looking for.
Bottom of the Funnel
Bottom-level-content is all about selling. Impress leads with material like free trials, live demos, consultations, estimates, data-driven infographics, and coupons.
CREATE. CONVERT. REPEAT.
Content matters. Not only will content marketing services give your brand the fuel it needs to sustain long-term growth, but they’ll also help you build the ever-growing foundation of your company’s thought leadership in the industry.
When given the right attention and investment, content marketing will:
- Express your brand’s identity
- Build credibility
- Connect with your target audience
- Drive traffic to your website
- Generate inbound leads
- Close deals