Creating Online Content That Converts
Content marketing is not a new concept but it is not the same as posting a bunch of product datasheets, white papers, case studies, online demos and webinars on your website and hoping that someone will download and read.
Relevance is the key to creating content for effective lead generation and nurturing. Relevance drives responses and nurtures relationships.
Relevant (by stages of the buying cycle) and compelling content can:
- Attract more prospects and customers during the needs awareness stage
- Educate and inform your target audience in the research stage
- Establish credibility, overcome objections and separate you from the competition in the consideration & comparison stage
- Move them to the procurement stage in a logical manner and build a base of loyal customers
Online content that converts
Compelling content promotes dialogue. Two-way conversations engage your customers. That’s how you gain a competitive advantage by converting more inquiries into prospects, qualified leads and loyal customers.
Compelling content that motivates your visitors to take action is more than good copywriting and clever wordsmithing. Unlike writing copy for the print media, online content must simultaneously satisfy the diverse needs of different audiences.
Top challenges in content marketing for manufacturers
According to a study done by the Content Marketing Institute (CMI), here’s how manufacturing marketers ranked their content marketing challenges:
- Producing engaging content 32%
- Producing enough content 26%
- Budget to produce enough content 21%
- Lack of executive buy-in 12%
- Producing a variety of content 6%
Content mapping for each stage of the buying cycle
Matching marketing content to the customer’s buying cycle is critical to engagement and conversion. Mapping your content to the industrial buy cycle is the key to successful content marketing for lead generation. You are going to need a variety of marketing content in order to attract industrial prospects, engage with them and convert them into customers.
Contact us today to get started:
- Call: 713.532.6490
- Email: Fill out our short online form to schedule a free 30-minute industrial marketing consultation