18 Reasons Why You Need Content Marketing Infographic
Everything we hear and watch is content.
Everything we experience is content.
A bird singing, TikTok video, Reels, podcasts, conversations, movies, adverts, newspapers, email, this blog post post.
This Content Marketing Infographic helps us Understand Content’s Role in Generating Sales.
Do you sell high-ticket coaching, online courses or events? Good! Because you are in the right place to learn and solve problems.
If yes, then how do you expect people to find you?
- Built a website and hope people will find it?
- Start a blog and hope SEO brings in traffic and clients?
- Go viral on Social?
- Start a YT channel and build an audience?
- Start a podcast and get #1 on Apple podcast list?
Yet, all content is not created equal.
In the old days. Brands advertised on radi, TV, magazines etc. Brands hoped it would resonate with people, drive sales, phone calls and convert into business.
Traditional advertisements do have it place and merits. Retargeting, Facebook ads etc. But, you need a lot of money to advertising on radio, paper, and TV.
But, it is not awareness to get business.
But, how we learn has evolved. We don’t need sales as the gatekeepers of knowledge spoon-feeding us. The internet turned it all on its head.
And this is why we need content marketing. People are looking for answers and your content answers these questions.
Don’t worry, I am Urban Renström, there is always science and research involved in everything I say, teach, and demonstrate.
Wait What? Content Marketing is Useful?
Oh yeah.
Content Marketing is not power offers, sales pages or webinar registrations.
Content marketing is used in TOF, MOF, and loyalty programs.
BOF is a sales copy and not educational.
Content marketing is useful because people ask dozens of questions before they buy. You need to answer those questions.
When you answer those questions you magically become the expert in your field–and are in prime consideration for sales. Your answers quells the objection your prospect have–at every stage of the customer buying process.
The purest content marketing approach is an educational first approach.
Is Content Marketing New?
Nope, the earliest examples are from hundred years ago. The Michelin Guide, Jell-O, and The Furrow by the John Deere are three examples.
Michelin wanted to sell more typres.
They figured the best way to sell more tyres is get people to drive more. The more people drive the more they wear out typres and the more tyres they will buy.
How did Michelin circle this square?
They create a restaurant review guide reviewing in Fance. This review eventually turned into the Michelin star restaurent guide.
Yet, this was not a sure fire campaign to get sales tomorrow, oh no.
Michelin played the long game.
The lessons from Michelin are worthy of study. The campaign was not buy Michelin tyres because we have good tyres.
Content marketing is a pull marketing. Content attracts prospects and doesn’t interrupt them.
Rebecca Lieb, Advertising Age
Why Content Marketing is Important
70% of the buying process in a complex sale (read high ticket) is already complete before prospects contact a live sales person”
SiriusDecisions
Complex sales requires education. Begin with understanding the questions people are asking.
What’s the big Deal with Content Marketing?
no. 1-5
Demand Metric, this infographic answers why you need content marketing:
- Content generates about 3x as many leads as traditional marketing (per dollar spent)
- Content increases direct sales
- Content creationcosts 62% less than traditional marketing
- Content keeps reader attention
- Content improves brand loyalty
Why Does Yours Business Need Content Marketing?
no. 6-11
Advertisement and interruption based marketing approaches are loosing effectiveness. People still need information to make a decisions.
Content Marketing helps
- To keep readers attention
- Build brand affinity and loyalty
- Generates leads
- Increases sales
- Content marketing costs 62% less than traditional marketing
- Leads are 1/3 the cost of traditional interrupt methods
The Content Marketing Process
no. 12-18
Begin content marketing by aligning your content goals with your overall business objectives. The order of operations is:
Business Objectives > Marketing Goals & Objectives > Marketing Strategy > Content Goals & Objectives > Content Strategy > Content Tactics > Content Metrics
The goals of content are:
- brand awareness
- lead generation
- lead conversion and nurturing
- customer service
- customer loyalty
- upselling
- education
- email sign-ups
- social shares
- replace salespeople
- SEO
Do this:
- Identify Objectives (such as establishing a benchmark, reviewing marketing objectives, and evaluating the competitive landscape)
- Understand your target audience (Marketing Personas)
- Identify content gaps
- Build/create content (such as generating ideas, outlining standards for quality, etc.)
- Distribution (the channels your target market uses see your Marketing Persons)
- Measure (tracking performance, monitoring your audience, reporting on progress)
- Rinse and repeat
As we say with Michelin content marketing is the long game paying dividends over the long term.
A Guide to Marketing Genius: Content Marketing
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