Content Marketing 101

In business, especially professional services, relationships and referrals are the key to business development. While personal referrals will also continue to play a major role in business development, according to HubSpot, 43% of all marketers have found a customer via LinkedIn in 2013. It took a few years for content marketing to catch on in the realm of professional services, but today a good content marketing strategy involves producing and distributing material that is valuable and interesting to your target audiences. Hopefully you are part of the 23% of marketers that HubSpot stated are investing in blogging and social media in 2013—a 9% increase from 2012.

Benefits of Content Marketing

  1. Affordable. 
  2. Improves your search results and indexing. 
  3. Fosters prospect nurturing.
  4. Drives content efficiency. 

The Content Marketing Model

  1. Create content that is important to your target audiences (e.g. blog posts, articles, whitepapers, webinars, videos, books, etc.).
  2. Promote content through social media, presentations, email marketing, etc.
  3. Convert readers by providing free access to your content, but request at least their email address.
  4. Engage through phone consultations, meetings, assessments, and demonstrations. Be consistent with your ability to demonstrate your (or your company’s) knowledge and expertise.

The Must-Haves in Content Marketing

  1. Plan ahead – have a content manager and a calendar.
  2. Tailor your content marketing strategy to focus on your buyer personas and target market. If it doesn’t interest your clients or prospects then you have missed the point.
  3. Explore a variety of mediums (e.g. text, images, video, infographics, etc.)
  4. Be transparent. Channel your enthusiasm and showcase your company’s culture! 
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