The impact and importance of remarkable on-page content and earned media has never before been greater than in our post-Penguin 2.0 marketing world. Thankfully, these quick tips can help you generate online content in each stage of your sales and marketing funnel that’s infinitely useful for your sales department AND your users.
Content Should Be Shareable
Not every article has to be a deep analytical dive into the unique process that makes your business a special little flower – in fact, the best blog posts and earned media tend to be succinct content focused on one or two facts. Go for the “uppercut” moment with a jaw-dropping fact, quote, or business revelation (like telling your customers why the binding on a new product is falling apart, for instance). Get in, get out, and keep it simple and direct.
Content Should Provide Utility
Fill up your top-of-the-funnel (TOFU) content with truly useful information. Use ebook guides to explain a difficult process or Web applications to help calculate costs – some kind of user utility. This content can be gated and used to collect leads to begin a lead nurturing. Free whitepapers, ebooks, videos, and checklists that answer customer questions and solve related problems provide real utility to the end-user – and build brand awareness and trust.
Content Should Get Specific
Offer your customers the information they want to know – specific information about your product or service. From software specifics to the screen printing technique used to create artwork on a T-shirt, it’s all valid. Spec sheets deliver detailed product information, while webinars can be used to explain and solve complex problems. Case studies tell your users how you solved a problem for people just like them. This kind of content is best used to gauge interest in your products and services, and nurture leads into prospects.
Content Should Be Free
Nothing says “try me” like a free trial or a software demo. Assessments, estimates, and free consultations are all tools you can offer to prospective customers to show them why they should choose you. This type of bottom-of-the-funnel (BOFU) content is perfect for turning prospects into sales-qualified leads, as the user has clearly demonstrated an interest in your products or services.
Content Should Be Sticky
Finally, everyone knows it’s easier – and cheaper – to keep an existing customer than to convert a new one. Keep your customers coming back to your site for more with your thought leadership, help centers, FAQs, software support, and utility content. Tell your customers about your latest breakthroughs, new research techniques, and other client successes, and tactics, and keep providing guides and resources that provide solutions to problems and answers to questions that users have at that Zero Moment of Truth.
Let your content be shareable, useful, specific, free, and sticky – and let that content help sales out by delivering the right message to the right audience at the right time. Get started by checking out our Blog Optimization Guide and start filling up your website with useful content for your users and your sales team.