On Words and Business

Early in the sales cycle, your prospects need basic information:

• Do they have a problem or particular type of challenge? If so, how can they define or constrain it?
• How does this challenge impact operations or business goals? How would a solution to the problem improve operations or help meet those goals?
• What are other companies doing to resolve this or similar issues?
• What vendors offer solutions to the problem?

This is where your valuable content comes into play…

How does content marketing build trust?

By giving your customers…

1. something without expecting anything in return
2. value, such as information you worked hard to discover
3. information, not a sales pitch

Valuable content builds trust with your prospects, customers, and stakeholders. It sets you up at a market and thought leader.

If you competitors aren’t marketing with content, you should be. If they are doing it, you should be doing it better–using your value proposition to define your unique position in the market.

Check out iMedia Connection’s ten commandments of content marketing.

Important fact to know: all marketing is content.

1. Content shall be shareable
2. Content shall be malleable
3. Content shall be collaborative
4. Content shall be measurable
5. Content shall be fearless
6. Content shall invite comment
7. Content shall start everywhere
8. Content shall go everywhere
9. Content shall be sponsored
10. Content shall be forever

How does your content marketing campaign fit with the 3 stages of buying?

A few thoughts:

1. Identifying the problem

• Whitepaper discussing the nature of the issue and a resolution
• Case study showing what challenges previous customers faced
• Ebook sharing thought leadership about the industry and common challenges

2. Identifying the solution

• Enewsletter with brief case studies showing how customers have resolved the problem
• Webcast answering typical customer questions
• Whitepaper discussing the nature of the issue and a resolution

3. Identifying the right solution

• Podcast with one of your subject matter experts talking about the benefits of your solution
• Online video showing your product in action
• Case study of customer who tried many solutions before finding yours

The 3 basic stages before buying a product or service:

1. Do I have a problem?

The goal of content marketing at this point is to share materials that educate your customers about the issue or problem, including the consequences of ignoring it.

2. If I do have a problem, what solutions are out there to help me solve it?

This is when your content needs to provide details about the features and benefits of your product/service, so your customers can figure out what the differences are between offerings and why yours might be best.

3. Is this the right solution for me?

This is when your marketing materials should discuss things like the return on investment in your solution and any additional information (like service and support options) to help customers evaluate your product and compare against any competitors.