Content marketing is one of the most powerful tools in modern marketing.
Consumers are now coming to the purchasing table much more prepared. They’re spending much more time across a variety of sources getting information to make the best decision. A 2019 Demand Gen Report survey found that 41% of respondents consume 3 to 5 pieces of content before engaging with a sales rep.
Through content marketing, your company can go from providing prospects with helpful information to getting your product in front of a customer for a demo.
From Information Gathering to Product Demo
Content marketing provides your company an opportunity to not only help a prospect, but also guide them along in their buyer’s journey and down the sales funnel at the same time.
The content you create should touch upon each stage of a prospect’s buyer’s journey. Limiting your content to just one stage, such as the consideration stage, drastically limits the amount of new leads your content can drive for you.
Top of the Funnel: Awareness Stage
Prospects in the awareness stage know they have an issue that needs resolution. At this point, they’re on the hunt for more information.
Your company may want to create a series of educational blogs or videos, or even an ebook, showing prospects potential solutions to their most commonly researched problems.
Middle of the Funnel: Consideration Stage
At this point, a prospect has clearly defined their problem and is looking for the best solution.
To continue nurturing that lead along, content tailored to their specific problem identifying your product as the solution is ideal. Consideration stage content can be:
- Ebook guides
- One-on-one consultations
Bottom of the Funnel: Decision Stage
A prospect in the decision stage is ready to make a purchase. They’ve done their homework and are ready for their problem(s) to be corrected. A well-placed and tactful call-to-action can give that final nudge to a prospect to purchase from you. Decision stage content may include:
- Free trials
- Product demos*
- Case studies
- Detailed product information
Product demos can make all the difference to prospects when they are at the bottom of the sales funnel. Not only do demos provide you with another opportunity to engage with a prospect, but they also allow prospects to see what you have to offer in action. It helps head-off any uncertainties they may have had about your product and establish trust with them.
Who better to hire out than someone you trust?
Establishing Authority Through Content Marketing
Content marketing done well can also serve a much broader, and beneficial purpose: establishing your company as an authority.
With a library of the right content reaching the right audience, your company can become thought leader within its industry. Your content can help you build credibility and show off your expertise.
Authority as a place for high-quality information can draw in new prospects who will become leads.
Ready to learn more?
Check out these additional resources on content marketing: