Win the War of Information!
Purpose of Content
— No Promotion, No Hype, No Call-to-Action —
Communications content is information made available to prospects and customers without selling, without hype, and without driving the prospect to a desired action. For these reasons, content is very different from “sales” material.
With the Internet making so much information accessible online, purchasing behavior is changing. Marketing strategies are also.
With readily available information and the technology to access it, prospects will search online information sources in private to become educated and “kick the informational tires” before ever entering the marketing funnel.
— Inform, Educate, Grow Credibility —
So instead of pitching your products or services, the objective of content is to deliver information that makes your buyer more intelligent.
Your content must also inform and educate about your company, industry trends, and how it’s offering fits into this framework.
Content also is your company’s opportunity to build your brand and industry status, i.e. credibility, authenticity, and integrity, in the eyes of your prospects.
The belief is that if businesses deliver consistent, ongoing, valuable information to buyers, they will ultimately reward them with their business and loyalty.
Does your content do all this?