How do we stay connected, in an authentic way, with our audience? There’s no getting around the fact that in order to open the door to future conversations, we need to first build trust. However, there’s a right and wrong way to do content.
In order to not end up in the digital junkyard, content needs to be thoughtfully planned and curated, instead of being created for the sake of feeding the beast. This means taking advantage of our own subject matter experts, mapping content to important stages of the buyer journey, and crafting touchpoints that actually make an impact.
The goal of a content development program is perfectly illustrated by our longtime client, Trimark Mechanical. By using their decades of experience, and drawing on the stories of happy clients, we can create touchpoints for email and channels such as LinkedIn and Facebook. These touchpoints inform, delight, and keep prospects engaged so that our client is top-of-mind if the need for commercial mechanical services arises.
Getting started, from zeroing in on a relevant topic, to consolidated information from internal experts, seems like too daunting of a task to tackle.
Difficulty figuring out how content gets utilized by marketing and sales teams
Developing enough content to actually engage buyers at various points of the purchase cycle
Build out a library of high-value content leveraging your own experts.
Strategically map content into a buyer journey so that it can be used to attract and push prospects through a marketing flow and eventually lead them into sales conversations
Design content to be used across multiple platforms and campaigns