Give your prospects content they actually want to read
An end to traditional promotional advertising
Content marketing turns conventional advertising upside down
Instead of starting with your product or service and listing out all the benefits, content marketing starts with your customers.
Who are they, and what do they want to read online?
Think like a publisher...
Content marketing takes a leaf out of the publishing community's book by working to create content that appeals to a specific target audience.
It all begins with developing a detailed understanding of who your prospects are: what constitutes an 'ideal' buyer of your product or service?
- What are their job titles, locations and industry sectors?
- What challenges do they face in their professional lives?
- What types of news do they follow?
- What skills are they trying to build?
Based on this profile (which we call a 'persona'), we then focus on creating blog posts, articles, guides and other online resources which are helpful, informative and entertaining to this specific group.
This content is what we publish and promote on LinkedIn, using 'audience matching' to ensure your content displays in the newsfeeds of prospects who exactly match the job titles, companies, industries or geographies you're trying to reach.
Show people you know your stuff...
Creating content which is relevant and helpful to your prospects gives you a great opportunity to demonstrate your own expertise at the same time.
After all, how could you write knowledgeably on the topics you choose if you didn't know your stuff?
This is where content marketing really has the edge over less subtle forms of promotional advertising - you can showcase your expertise, network, customer base, completed projects etc. while still providing content that is of genuine value to your target customers.
With content marketing, illustrating that you know what you're talking about doesn't appear as clumsy self-promotion - it's a natural part of the resources you publish.
Offering value to your future customers helps build brand awareness and develop trust.
Helping your prospects solve a problem for free (via your content) offers a natural gateway for them to contact you when they need your help again.
Get your community talking
There's another important benefit of creating valuable content - it gets people talking.
Blogs and articles which provides relevant information, guidance and insight to your target audience drive engagement - especially on LinkedIn, a purpose-built business networking platform.
As your prospects like, share and comment on your content, it then becomes visible to their
networks - often made up of professionals in similar roles, companies and industries.
Before you know it, your company's being discovered by possible future customers who'd never heard of you before - possibly who you'd never heard of either.
On top of the brand exposure, your sales team also has the opportunity to pro-actively engage with people who interact with your content - connecting with, responding to or direct messaging prospects to start the conversation.
How do we get started?
Our content marketing solutions enable businesses of all size to harness the power of LinkedIn, broadcasting their expertise, capabilities and successes to new targeted audiences and generating inbound leads.
From topic creation to copywriting, graphic design and publication, we handle the entire workload while your team stays focused on core business.
We'll deliver content solutions that run like clockwork - you just need to convert the leads.
