If you want your prospects to give you something, show them how it’s done.
Give them something first.
Content marketing draws prospects in by providing something of value—usually information or expertise. Think of it this way: while your company has a product or service for sale, it also possesses a body of knowledge that can be packaged and given away like a free sample. When your prospects learn something useful from a white paper or webinar or blog post, they not only respect your expertise but also feel all warm and fuzzy toward you for handing it to them on a pixel platter.
You get their attention and their good will.
By the time a prospect lands on your website, they have been doing some thinking. Studies show that 70% of the buying decision process is complete by the time they’re ready to make themselves known to you by showing up at your digital doorstep. By greeting them with a giveaway, something they will value you set the relationship off on the right foot. It’s like handing them a cupcake with the frosting in the shape of your logo (which by the way is also a good idea).
Where can you get yourself some of this content stuff?
You know we’re going to say “Right here at Red Letter!”—but hang on. You might have a good stash of content on your premises. After all, you’ve got experts in your business, right? And maybe they’ve written an article for a trade publication, or maybe they’ve given a presentation at a conference. Bingo! That’s content. We can help you shape it into something that is transferrable to web surfers. We can rustle up some of your existing content, or we can generate some new content for you. We work with our clients on generating and disseminating content in whatever way fits their needs best.
Interruption works. But it also bugs people.
For decades, advertising was based on the interruption model. Folks would be gathered around the tv watching Gone With The Wind when all of a sudden the Civil War came to halt so we could talk about toothpaste for a minute. Don’t get us wrong—research shows that this model still works (and by the way it doesn’t have to be annoying). But these days consumers are more accustomed to being in control. They would like to talk with you about your excellent product when they are good and ready (or at least 70% ready). A well-conceived content marketing plan acknowledges who holds the power in this relationship. And it shrewdly puts to use an understanding of how people actually behave.
