Traditional advertising methods no longer help leads move forward in the sales cycle. Strong, meaningful content that speaks directly to prospects’ needs and has strong calls-to-action is essential for lead nurturing, according to Andrea Johnson on the MarketingSherpa Blog. Reporting from the MarketingSherpa B2B Summit 2012, she offers these content creation tips.
"Know your customers’ day-to-day concerns and how they fit your marketing sweet spot."
There are several ways find out your audience's most pressing issues. All involve listening.
- Team feedback
- Social site monitoring
"Mine your customer base."
Invite your customers to share their stories about how your product or service helped solve a problem. Even a short customer story can build trust.
"Establish a production process."
To avoid getting stuck on logistics, figure out who will produce content, set deadlines, and create a review process that potentially includes editors, SEO and legal experts.
"Choose a theme and recycle."
Create one centrally important publication, then develop components off it. That content can be repurposed into multiple forms and multiple channels.
"Dedicate one person to content strategy."
Content marketing is most successful when one person takes the role of managing editor. That person should:
- Plan content strategy
- Develop and execute content ideas
- Develop a content calendar
- Build the audience
- Measure results