How to Implement Content Marketing in Your Business
If you want to attract more visitors to your website, content marketing is the solution. Content marketing is the creation, publication, and promotion of content that will capture the attention of your ideal customers and engage them as they journey through your business’s sales funnel. In this post, we’re going to look at how businesses can implement content marketing to attract visitors and capture leads.
Capture and Convert Customers Through Content
The main goal of content marketing in your inbound marketing strategy is to give your target demographic – your ideal customers – the right information at the right time. Let’s say that your business provides small business capital. Your ideal customer is a small business owner who needs a little extra funding. He or she is likely searching for information how to expand their small business, deal with cash flow shortages, and cover unexpected expenses.
One way to get your ideal customer to visit your website is to create content on these topics and make sure that content is optimised for search engines. If your content captures the eye of a small business owner in search results and they click through, they will be that much closer to learning more about the types of capital loans your business has to offer.
From there, content can help you convert your website visitor into a customer or a lead. Along with your content, guide visitors through to the next of your sales funnel with calls to action. These calls to action can be to learn more about how your business can help them, to apply for funding, to sign up for a newsletter with tips for small business owners, or to submit their email address for an ebook on growing small business revenue.
The idea is that even if a visitor isn’t ready to become a customer, they can still sign up as a lead by signing up for your newsletter or email list. Once they are ready to apply for small business capital, your business will hopefully be first on their mind and in their inbox.
Common Types of Financial Content
Businesses use different forms of content to capture the attention of potential customers and drive them through the sales funnel. The most common types of content created by businesses are as follows.
- Text-based content including articles, blog posts, whitepapers, case studies, reports, and ebooks.
- Audio content, such as podcasts.
- Video content including commercials, interviews, educational series, and recorded testimonials.
- Interactive content including loan calculators, budgeting spreadsheets, and financial apps.
- Social media content including tips, quotes, polls, Q&A, memes, images, video shorts, and a look at the people behind your business.
- Email content including newsletters, insider advice, and educational series.
Most content should be published publicly so that it can be discovered by search engines and shared on social media. Content should either be published on your website or on other websites that link back to your website. The link to your website in a YouTube video description or guest post author bio will ensure that ideal customers who find your external content can quickly be directed to your website for additional conversion opportunities.
You also want in-depth content (like whitepapers and ebooks) that are gated so visitors have to give their email address to access it. You can then promote your products and services in your newsletters to those who submitted their email address. As your business content library grows, you can expand to creating email content customised for visitors based on the free content they accessed with their email address submission, ensuring that they go from website visitors to lead to customer via automated content.
Businesses that want to get started with content marketing should start by developing content topics that their ideal customers want to read about. If you’re not sure what those topics are, start by visiting the websites of your competitors to see what content types and topics they have to offer. Also talk to those who handle pre-sales questions to find out what your customers want to know before they invest in your products and services. Turn those questions and answers into content, and you should see an increase in visitors that convert into leads and customers.
Ready to begin a content marketing strategy for your business? Learn more about how we can help!