Content Marketing Is About??
Going back to the point that frequent bloggers generate more leads, it is true that content marketing can be used to support lead generation. Content marketing is not only for generating leads.
When you think of content more holistically, as suggested above, you are empowered to influence much more than a simple conversion event. Content marketing encompasses the entire buyer’s journey, including everything from thought leadership and branding, to demand generation, to lead generation.
We have worked with clients who increased lead volumes just by building out the entire buyer’s journey on their website. One particular client told their whole story in the language of their target persona, written to focus only on the customer’s needs and wants. This is a great example of content marketing at the very core itself.
This client operates under the belief that conversion is a process and not an event. I generally concur. Yes, the actual conversion is an event, but it rarely happens by chance.
Frequent bloggers are often converting readers who have been following them for weeks or months. In these cases, the process of pushing a prospect to convert starts long before a form is submitted. The hard work is in building the list of subscribers and convincing them that you are the right solution to their problems. Once convinced, the conversion becomes much easier.
So content marketing is not about generating leads, per se. It is about positioning yourself as the best option, so your prospects want to convert when presented with your offer.