In my last post, I talked about using content to convert website traffic into leads and customers. In this post, I want to continue with a similar theme and talk about why your content marketing must have a purpose.
With the abundance of content available on the Internet these days, it is difficult to rise above the noise and get noticed. Manufacturers and industrial companies cannot be content with just publishing content, their content marketing needs to drive the sales process.
Telling owners and C-level executives at these companies that inbound marketing with content takes time to produce results will only hold them off for so long. They expect, and rightfully so, that their marketing investments produce ROI sooner rather than later, now would be even better. (See Content Marketing: Think Like a Publisher, Act Like an Investor).
However, creating content that will convert traffic into leads in one fell swoop is a challenge since industrial sales typically have long sales cycles and a multitude of stakeholders are involved in the purchase decision.
Consider these suggestions then to overcome the hurdle – change the purpose of your content marketing from conversion to action. What am I talking about?