How Content Turns Prospects Into Customers
How do you attract passionate customers?
There are so many blogs out there talking about content marketing and how it will help you gain customers to your business, but why is content marketing so important?
Social Media Examiner contributor Patricia Redsicker reviewed “Managing Content Marketing—The Real-World Guide for Creating Passionate Subscribers to Your Brand” a book written by Joe Pulizzi and Robert Rose and has come up with a great review which is well worth reading.
What can you do to cut through the noise and get people to notice what you have to say?
The answer is CONTENT—interesting and compelling information that helps solve your customers’ problems.
Why Content?
It’s interesting content that drives people to push that Share button or say to themselves, “Wow! This is a great article! I think I’ll subscribe.”
Here’s an analogy: If a big-time investor invited you to pitch your business idea to him, how much effort would you make to impress him?
I’m guessing that you wouldn’t dare show up without a compelling idea and a well-thought-out strategy. And yet most businesses do just that when it comes to social media marketing.
Given the opportunity to influence an online audience of potential customers, they simply show up without preparing a compelling message. No wonder they don’t see the results they want with their social media campaigns.
Prepare Your Message
Social media rewards interesting ideas. What is your audience most interested in? Find out what that is and then create compelling stories that feed your audience and generate passionate followings.
In their book Managing Content Marketing—The Real-World Guide for Creating Passionate Subscribers to Your Brand, Joe Pulizzi and Robert Rose sum it up this way: “Content is what converts customers.”
Whether you call yourself a social media marketer, an Internet marketer or a traditional marketer, you should define the kind of content that interests your potential customers, develop it and then prepare for the conversion to take place.
This book shows you how to do that. Here’s what you need to know about it.
Authors’ Purpose
Robert Rose and Joe Pulizzi wrote Managing Content Marketing to provide the vital steps required to understand this thing called content marketing.
Let’s face it—it’s not easy to create compelling content day in, day out. In fact, without proper knowledge, it’s practically impossible. But it can be done. It starts with understanding three fundamental things about yourself and your market space:
- Who YOU are—What’s your story?
- Who THEY are—Your customers, and why they should care about your story.
- What CONTENT can you provide them to build loyalty?
Ultimately you want to develop a content marketing strategy that helps you:
- Create passionate subscribers to your brand;
- Continually engage them with great content from the first day you meet them throughout their entire life cycle.
Read some of the Highlights and key points taken from the book here.
#1: Build a Business Case for Content Marketing
#2: Develop Your Pillars of Content
#3: Create Passionate Subscribers
#4: Case Study: What Happens When You DON’T Write Your Story?
#5: Case Study: What Happens When You DO Write Your Story?