Content marketing seems like a great idea from the start – you put out your product, its uses, some ideas around the subject, and people come to you with wallets open.
It’s not really that simple.
Once you’re 4-5 minutes in, you’ll realize content marketing is serious work, and you’re going to need help.
Marketer? Meet marketing automation. On CabinetM you’ll be able to discover some of the tools you can use – some of which will work for your particular strategy and some you’ll need to grow into. As always we recommend building a marketing technology stack to track and annotate your tools, note what works and what doesn’t, and then move to the tools you aspire to use.
Getting started on Content Marketing
Content Marketing can be anything you push out into the world. That’s blog posts, white papers, images of your product, advertising images, social media posts – there’s no real starting place better than “what do you want, and what do you have?” Be it video, text, illustrations… there are many tools to make its creation easier.
You can automate the creation of your marketing collateral, the content you’ll push out into the world, in a number of ways.
- Curate content. Find what your customer is interested in and create a feed of it on your website. Tools help you discover news articles, blog posts and images and help you build feeds for them to your website and social media properties.
- Build social media. Did we get the cart before the horse for you? Look at our social media categories and find the platforms that will work for you.
- Deliver your content. Be it live-streaming a video or syndicating what you have over many channels or partners’ properties, you can scale that part of your process.
Now that you have your content out there, what do you do?
- Measure it. Find out what’s getting read, what’s getting linked to, and what’s causing future customers to consider a purchase. By doing so, you’ll be able to develop those channels to get the right customers coming in – and the right customers are the ones who will buy.
- Push as well as pull. Once you know your audience, advertise where they’re going to be found.
- Capture your leads. Create landing pages so customers need to leave email contacts. Create a newsletter for the community of customers you’re building. Get feedback from customers so you can better serve their needs. Get them into a database, what marketers call a CRM (Customer Relationship Management) tool.
Now get fancy with your leads
Now that you have leads, as one vendor puts it, “This is where your insight into your potential customers will be critical, because not all of your website’s visitors will be ready to become paying customers. They may need to learn more about your business and what you have to offer before they’re ready to purchase from you.”
A few of the tools to communicate with your customers-to-be will make sure the process for the customer is frictionless – making it easy to buy your product.
- Create calls to action. Wherever you’ve been engaging with customers, make it easy for them to get to the information they need.
- Make it easy on your sales team. From chatbots that will help you interact with customers in real time to product knowledge programs helping your sales teams, there’s ways to automate the process to free personpower for the next step.
- Test test test. Makes sure you’re getting the best in front of your future customers.
Hopefully we’ve made it so you’re less fearful of taking that step into content marketing, but there are still many more avenues you can take. Check out the categories at CabinetM to find the tool that will work best for your strategy.