Three Content Marketing Basics Every Business Can Do Right Now

POSTED BY Jason Kristufek - 09.14.12 - Inbound Marketing

Every business can be a publisher and utilize content marketing techniques as an effective mechanism that leads to more sales.

Here are three steps to help get your business on the content marketing path.

1. Know your audience

Understanding your core customer and what they care about is the responsiblity of everyone associated with a business. Often, sales people or customer service reps are the most knowledgeable since they interact with customers the most.

If you are a business owner or marketing professional, interview your sales team or service reps to find as much information about your customers as you can. Don’t rely on assumptions.

Use what you've learned about customer habits and behaviors to guide your social media updates, offline networking, website strategy and search engine optimization (SEO) approach.

Minor changes such as solving a problem for people will lead to more and happier customers. Find ways to smartly connect with customers based on what you learn.

2. Take every question from a potential customer and address it on a page of your website

How many pages of your website does a person have to visit before they make a decision to buy? Do you know that number? Not enough businesses do.

Take 10 minutes right now and write down 20 questions any potential customer has ever asked you. Then take every question and turn it into an article, blog post or page on your website.

Potential customers are no longer making buying decisions with your business when you meet them in a conference room or sit across from them at the kitchen table. The buying decisions are being made as they search Google or Yahoo! and visit your website to find information about you and what you can offer.

Don’t let a potential customer leave your website without getting the most useful information they need to make a purchasing decision.

3. Know where your customers are within buying cycle

I mentioned at the outset that every business can be a publisher. Likewise, every business can be a storyteller.

One way to be a storyteller is to identify and understand the steps a customer goes through before making the purchase decision. If you can determine where customers are within the buying cycle, you can tailor your approach to meet their needs.

“You must tell a story to your customer,” says Lee Odden, author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing.

“This isn’t a pass to say what you think is most important, but rather to create the story which will enable the customer throughout their journey. Attract them via their pain points and compel them by connecting their pain points to your product or service,” he adds.

Content marketing may seem like a daunting task, depending on the size and number of resources at your business. At Fusionfarm, we’ve developed a core competency in content marketing no matter what product or service you offer – so we can help. To learn more about our digital marketing services, contact us at Fusionfarm.

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