Let's be clear: at Articulate we are specialists in content marketing and copywriting. Not art.
That said, content marketing is such a simple concept that even we can explain it in ten simple diagrams.
1. Acquire your ideal target. Develop buyer personas so that you know who you are aiming your content marketing at. You don't want to just attract anyone to your site, you want to attract viable, potential customers.
3. Create leads. Develop long-form valuable content such as ebooks and white papers that provide real value to your site visitors. Use landing pages to offer this content in exchange for visitor details such as name, email address, company size etc.
4. Track. Once you have converted a visitor into a lead you can track their behaviour on your website and across your marketing efforts. Which product pages have they visited most often? Which emails are they opening and clicking on? How often do they visit the blog? This information can help you nurture and qualify leads for the sales team.
5. Nurture. Turn leads into qualified leads through automated email campaigns, social media engagement and more valuable, targeted content. Use tracking data to target specific content at different persona leads in order to better engage them.
6. Close. Seal the deal with bottom of the funnel offers such as free trials, consultations and case studies. Case studies in particular are useful in providing social proof: if other people like it, it must be good. They provide credibility to your claims of excellence.
7. Connect the dots. Link your marketing software up to your customer relationship management software in order to create closed-loop analytics. This way you can track a lead all the way from the moment they arrive on your site to the point of sale and beyond, and thereby more accurately calculate the effectiveness and ROI of different marketing campaigns.
8. Delight. Content marketing doesn't end once you've made a sale. Creating how-to guides and best practices, as well as providing customer service and engagement through social media and email allows to you convert customers into promoters. After all, word of mouth is the most valuable kind of marketing.
9. Measure, refine, optimise. Thanks to the analytics provided by closed loop reporting, site visitor tracking, email analytics and more, you can begin to really measure and refine your marketing efforts. Create A/B tests to increase click through rates on calls-to-action. Optimise landing pages and tweak product descriptions. Use your data to ensure you never stop improving.
10. Learn a little more.(Ok we cheated, HubSpot did this one). Learn a litte more about the inbound methodology by understanding the business case and by downloading our free beginner's guide to content-driven, inbound marketing.
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