MediaFirst Content Marketing - Getting Prospects to Read Your Content

Becky Boyd's picture

Prospective customers are spending more time on the Web doing independent research in social media and with other online influencers to obtain information from their peers and other third parties. To reach these prospects, you must provide value in the form of information content. To be ef­fective, this content cannot just focus on the benefits of your product or service, but instead share the business benefits of employing best practices in your indus­try.

Companies that successfully use content market­ing will improve their credibility amongst customers and prospects and will be able to claim a larger share of the available market than competitors. This is because they are building trust and rapport with these prospects and customers, making it easier for them to justify purchasing your product.

Content should educate your buyers. It should include news stories and articles, white papers, webinars, case studies, presentations, brochures, videos, and other resources.

Doug Kessler, author of The B2B Content Marketing Work­book, provides succinct advice on how to turn organizational thinking into effective content-based marketing campaigns. “Thought Leadership is exploiting your unique position in your markets to generate valuable insight and advice on issues your customers and prospects care most about. Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action,” says Kessler. This means that the material you use in content marketing should do more than just inform or educate, it should inspire.”

So how do you get people to read your content?

·       Inform industry analysts, the press, and bloggers about your content and ask them to share it with their followers via social media or to comment about your content in a blog post.

·       Create a press release announcing a white paper or e-book. Always include your social media contact information on press releases, along with your website URL, so readers can easily find the content you are referring to.

·       Create banner ads or Facebook and Google ads about your content and your website.

·       Share key takeaways of your content in a blog post or on social media.

·       Implement an e-mail marketing campaign to promote your content.

When creating your content, make sure you put your target audience’s interests ahead of your own. Keep your content fresh – and informative – and you will gain more readers who will become customers!