The Right Content and Subject Matter for Each Stage of Customer Engagement
Thought Leadership to Attract and Educate
If you are establishing a new company, product, category or approach to a old problem, as your content marketing consultant, I like to to start the conversation in a way that peaks interest and establishes trust and credibility with your target audience, without “selling”. Instead of leading with product, we’ll promote higher-level content that focuses on a business problem, new industry trends or best practices. Providing information that will be of value to the reader regardless if they purchase your product, helps build your database for the marketing automation machine.
Educational Solution and Product Content To Nurture
Once you have their name and contact information, we’ll focus on educating them about solutions to solving those problems. We’ll use this educational process to plant the seeds that your competitive differentiators are requirements to solve their key business issues and problems. Along the way, some leads will organically start to engage more, providing a natural opening to bring your product into the dialogue. To ensure we don’t lose their attention once we start talking product, we make sure the product content is consistent with the thought leadership and best practice content and continues the conversation that first attracted them.
Sales Tools to Move the Conversation Forward
Finally as your content marketing consultant, my virtual team and I will provide sales enablement tools that bring together the thought leadership, best practice and product content into a cohesive conversation that sets the stage for a solution selling approach. This allows the sales dialogue to be a best practice and problem solving process specific to the customer. This will differentiate you from the competition and can sometimes set you up to side-step them altogether.