7 Ways Content Marketing Can Drive Business | Mann & Co. Inc.

7 Ways Content Marketing Can Drive Business

7 Ways Content Marketing Can Drive Business

Content marketing is one of the best ways to develop qualified leads. And to drive sales over the long term. If you haven’t already, now is a perfect time to start.

So, how can you use content marketing to drive business? Here are seven ways:

1. Use Storytelling

Storytelling is one of those trends that will continue to grow in importance. From blog posts based on events to downloadable case studies to help build email marketing lists, content will be centered around a story more often in the future.

2. Offer Gated Content for Content Marketing

An active blog is perfect for driving traffic to your website. And for getting people to sign up to your email marketing list. However, these contacts might not be qualified. Therefore, the length of time it takes to convert them is longer and the conversion rate much lower.

However, by offering gated content (content that requires contact information to be provided for access), it can often produce higher quality leads. Especially from those who demonstrate a clear need. As well as interest in your products/services.

Typical gated content can include:

  • Checklists or Worksheets
  • Ebooks
  • Webinar Recordings
  • Case Studies
  • White papers

3. Use Original Data and Research

Brands that are using original research for content marketing to demonstrate ideas and concepts are finding that they can attract audiences easier. The trouble is, how do you start your original research? And how do you create a study from it? The answer is relatively simple, use your actionable data.

So, if you are a law firm dealing with fraud, you can collect your data over the past year. And show the impact of fraud on your clients looking at different aspects. Alternatively, if you are a recruitment firm, look at CVs, applications, or hiring manager attitudes.

Essentially, the collection of original data could be done from one of these:

  • Analyzing the behaviors of active users
  • Asking your target audience to complete in surveys
  • Using public data sources

4. Do Guest Blogging

Your brand’s content will have a limited reach. That is why it is important to consider using the resources and audience of another brand to attract new prospects with your content marketing. Guest blogging is one of the easiest and most successful ways you can do that.

Guest blogging on sites like Tweak Your Business can be easily arranged, and they have a broad audience. However, you’ll get a greater response if you find a brand that has complementary products/services like yours.

5. Create Slide Presentations

The old saying that “a picture is worth a thousand words” is still relevant in the age of the Internet. Use sites like Slide Share. You can create content that is easily digestible. And sharable on many different platforms. For instance, Slide Share presentations can be shared on LinkedIn and are search engine friendly.

These presentations could be taken from your ebooks, white papers, or webinars that you’ve hosted.

6. Write How-To Articles

The growth of how-to articles will continue to increase. Giving prospects the chance to learn some of your skills is a way to demonstrate your expertise. So, not only can you restrict access to only those that provide you with their contact information, but you can also collect information on what is troubling them. It can direct your future marketing activities.

How-to articles can work well for content marketing, as people are often looking for career and personal development, sometimes at the expense of higher incomes.

7. Create Infographics

Infographics have grown in popularity in the last few years. Our minds process information in many ways. Including visually. And infographics are a way to communicate something to people with visuals and with words. So, infographics are often a combination of three things:

  1. Data
  2. Action Items
  3. Visuals

An excellent infographic begins with data. It can be data you obtain on your own through surveys and research. Or you can curate data from studies that have been conducted by others. There is value in both. Your data is brand new to the content world. By curating lots of data, you save your audience time and provide them with valuable information in a quick and easy-to-understand form.

In addition, infographics also have a knack for being shared throughout the Internet.

To drive traffic to your website, an infographic must offer valuable data. And perhaps it has an entertainment aspect. Along with actionable steps your audience can take to improve their lives or jobs.

Conclusion

Content marketing is an important part of sales. Purchases have at least some element of online activity. So, having a reliable and robust strategy for content marketing is needed now more than ever.

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