In a recent conversation I was having with a client, the issue of content marketing came up.
He wondered about the effectiveness of content marketing, being that his organization is in the extremely rare position of having about 90% market saturation in their niche.
To be clear—this client recognizes the value in content marketing; the question was if it could be used to move current business further down the funnel, rather than just attract new business.
As explained elsewhere, there are different parts of a sales funnel. Each of these parts has a different goal with their content, and as such, the nature of the content will likely be different. The medium may remain the same, but it could be different as well.
You could use blog posts, YouTube videos, podcasts, et cetera that are geared towards different segments of your audience.
All of these things are good to do, and should be done, but not in the absence of a solid email marketing strategy.
When it comes to the “nurturing” process of using content to move current subscribers closer to a sale, nothing beats the flexibility or success rate of email.
Far from being dead, email is still the primary way people communicate from a business perspective, so don’t neglect it.
Work on getting people onto an email list, and nurture the relationship with them. Use tools like Bonjoro to personally welcome them and let them know how you can help.
Send them notices when you have new content, and when you’re simply looking to add value. Decide on a schedule that works for you. I know people who email their list multiple times per day, and some who email once per week.
If you’re providing value, people will want to hear from you frequently. Those that don’t want to? They’ll unsubscribe.
And that’s okay.
Here’s the lesson: Whatever you do, never lose communication with your prospects. Keep in touch, keep providing them with value, and keep offering your help.
Content marketing never
But maybe you’re confused on how to start with content marketing. Is that you? You already know you should be doing it, but we want to help you figure out what that looks like in your business.
We’d be honored to help you get this figured out! Request a callback and we’ll get in touch with you ASAP.
To your growth!
— Steve
