Promotional Content is Done

• The days of flooding the internet with overly promotional content are gone

• Marketing is becoming increasingly contextual, with a focus on relevancy

• Content marketing – also called inbound marketing – focuses on earning a person’s attention by offering engaging content aimed at improving the online experience

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Content Must Add Value

• Content marketing, especially via a blog, enables a brand to find its voice and differentiate itself

• Visitors and search engines expect content that adds value, so if you deliver, you can expect visitors to increase and search engines to index your pages higher, which will drive sales

• Evergreen blog posts continue to generate leads long after they're published

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Content Marketing Drives Sales

• Content marketing supports the buyer’s journey (a.k.a. the sales funnel) in all three stages:

  • Awareness: More than 80% of consumers use a basic online search to find out more about a brand, and on-site content optimizes SEO

  • Trust: Providing relevant on-site content will distinguish you as a thought leader

  • Conversion: Valuable on-site content (white papers, articles, case studies), helps a buyer to make a decision

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Content Supports the Buyer's Journey

• Content plays a key role in each stage of the buyer's journey: