Why You Need a Strategy
Instead of pitching your products or services, content marketing is about delivering information that makes your buyer more intelligent. The essence behind this strategy is the belief that…
If businesses deliver consistent, ongoing valuable information to buyers, they ultimately reward you with their business and loyalty.
This points to the content…
- having purpose,
- being appropriately tailored to each phase of the technology adoption buying journey, and
- being delivered in a variety of media channels.
And this can only happen with a deliberate strategy.
— A Logical Extension of Your Brand’s Core Values —
I can help you…
- Transform your business’s marketing operations from a subservient function that merely describes the value of a product or service into an enterprise-wide presence that capitalizes on the benefits of content-based engagement.
- Develop a content roadmap and a blueprint for your very own marketing campaign architecture that lowers purchasing barriers and has a tactical framework to disseminate this information through appropriate channels.
- Establish content marketing as a logical extension of your brand’s core values and build the foundation for a distinctive, engaging, and scalable content marketing program.
A Systems Approach
I’m a firm believer in a systems approach to content development. Here’s why…
You may develop content one piece at a time as you roll out new products or services, but you have to avoid having a hodge-podge of disconnected material. Instead, all pieces should have a common thread that aligns and interconnects the message.
This is extremely important in creating multiplicative value to building your brand with mutually supportive feedbacks across all content pieces. A consistent marketing message also makes it easier for prospects to understand your company’s core values.
— It’s Not Just The Cool Thing to Do —
According to research in the 2013 B2B Content Marketing Benchmarks, Budgets and Trends, 9 out of 10 B2B marketers are using content marketing – regardless of company size or industry. And they are doing what it takes to bring about desired results:
- On average, B2B marketers employ eight different content marketing tactics to achieve their marketing goals.
- 60% report that they plan to increase their spending on content marketing over the next 12 months.
- Marketers, on average, spend over a quarter of their marketing budget on content marketing.
Content marketing should be a process that is integrated into all functions of your organization.
Content marketing should be a component of your existing marketing strategy, not a separate entity. It requires the involvement of leaders who can set goals, make decisions, and be accountable for successes (and failures).
Building a platform for content forges an emotional connection with your audience.
Content marketing isn’t a one-time campaign. It’s a continuously evolving process that follows a strategic path based on your businesses goals, assets, and unique value proposition.
— No Two Content Marketing Strategies Are Alike —
Strategy to Overcome Purchasing Paralysis
Today, the market is saturated, research funds are scarce and your prospect is overwhelmed with choices. This leads to purchasing paralysis, without even considering the fact that most of your prospective customers are trained to be skeptical. Besides, in a fast-changing market space, new and better products are just around the corner.
Isn’t it time you got serious about converting those fence-sitters into honest, long-time customers…now, and again, and again?
A content strategy will move inbound leads through the buying process and create delighted advocates and friends.
What clients are saying…
“Great Special Report, Charles. Communicating honestly and with integrity is the best way to market to Engineers, Scientists and other intellectuals. They see right through anything less. I agree that “diverse content” is key to addressing the needs of the decision committee.”
Scott WeatherallMarketing Manager
“I always love it when I find a writer who takes feedback with grace. Even better, when I find a writer who immediately understands and applies the feedback to make their work stronger. Chip Laymon is one of those rare writers. He delivers good work that is clearly written and well organized. I look forward to working with him in the future.”
Heather RobsonManaging Editor, AWAI Wealthy Web Writer
“You did an excellent job…Your subject line is great. Attention-grabbing, clear and benefit-focused. Overall, motivating and benefit-focused copy throughout. Well done. You’re an excellent, solid copywriter.”
Steve SlaunwhiteBestselling author, columnist and copywriting expert