Content marketing is the way to attract, engage and relate to your target audience through the creation of really relevant content. The aim is to enchant people who have to do with their business, to generate value for them, thus creating confidence in relation to the brand, facilitating the sales process.
The democratization generated by digital marketing has made it possible for any company to compete on an equal footing.
Simple, low-cost resources, such as content marketing, for example, can be relevant for qualifying leads for your business.
That content marketing is an excellent inbound marketing tool nobody discusses.
But, how to work with this type of strategy to strengthen your brand, generate leads and, of course: increase your sales?
Within this scenario, how to reduce costs to acquire customers, thereby increasing the profit margin?
These actions are possible through content marketing. Therefore, in this article, we will address important points about it.
Concept, application, strategies, benefits and more. The important thing is that you realize how valuable this strategy is for companies.
Let’s check it out?
What is content marketing?
Content marketing is the act of creating and sharing really valuable content in order to attract, convert and retain potential customers.
The type of content should preferably be related to what your company sells to get the attention of people who can buy from you.
Only then will it be possible to engage the public and grow the network of prospects. After all, if you did something good and those came to you, there’s a good chance that the deal will roll, right?
After all, today – more than ever – customers have enormous bargaining power. People choose among many offers what they want to consume.
And they choose the best way to interact with what they have chosen. Therefore, understanding this point is already an important tiebreaker amid so much competition.
Therefore, understand it as “good content”, something that is not necessarily focused on selling.
Of course you know and the customer also knows that the purpose, after all, is to make a sale. But the content that will attract these customers cannot be focused on that.
You need to aim to bring benefits to those who read. Be didactic, answer questions and educate. This means focusing on the customer and generating value for them.
Get the right message across to the right audience. It is quite a challenge but worth it, as it is the easiest way for people to perceive your brand as something of value.
When this occurs, you will certainly have potential customers much more likely to hear what your SDR team has to say.
Or, a step back: open your emails with new content that you put in a marketing automation.
In one way or another, it is through content marketing that you start, in a positive way, to relate to your target audience.
And, if you continue to generate value for him, it is very likely that he will advance this buying journey with your company.
This is the goal of marketing: generating good leads for the organization and boosting business growth!
Inexpensive and efficient, content marketing does this: it attracts by showing that the brand is an authority on the subject and cannot be ignored.
The difference between content marketing and inbound marketing
Content marketing is one aspect of inbound marketing, which can also be called attraction marketing.
This, has a broader, recent concept and can be defined as approach or interest marketing.
“Inbound” means something like “come in” in English. And, this way of promoting a product or company is exactly that: the customer comes to your business.
The goal is to be found on the net. And therein comes the importance of creating good content.
It is important to understand the difference between bringing a customer and him coming to your business willingly.
When the company brings the customer, it is usually through a proactive action, be it a promotion, advertisement or any other way to reach customers.
This takes the name of outbound marketing, that classic way of advertising and seeking customers for a company.
It is worth remembering that both forms are important and appropriate, what changes is the type of business to be promoted.
When the customer comes to the company – “to be found”, he is looking for something that his business can offer.
Inbound marketing is the set of actions to get closer to the customer, to make him look for the company on his initiative, to become familiar to him.
Among the actions of inbound marketing are content marketing. But don’t think it comes down to blogging or creating rich materials.
Lectures and courses, evaluations and analysis of critical points, trial… All of this counts as ways to make the customer look for the company.
In this model – unlike the traditional one, where the brand runs after the customer -, a set of techniques is used to make the consumer find the product or service.
Within this context, content marketing is nothing more than the production of quality content. And, of course: that it is relevant to answer questions and meet the customer’s wishes.
Thus, the customer starts consuming this content. He builds a relationship of authority and trust with the brand, tending to become a lead and, in the future, a customer for the company.
The benefits of content marketing in companies
Perhaps you have already realized, perhaps it is not yet clear the benefits that content marketing brings to companies.
Basically there are 3 main advantages that we will explain below. There is a fourth, which we will leave for a few paragraphs below.
The important thing here is to have aligned the importance of focusing on being didactic to customers. Selling everyone wants to, but that will be a consequence of the value you generated.
Especially because, when the sale occurs in these terms, it is much easier to avoid churn first. Second, create an evangelist for your brand.
In B2B sales, incidentally, it is even more important to resort to content marketing. After all, there are many details that involve running a company.
There is a huge range of content to be produced. So, get to work.
That said, check out the benefits we separate when you produce good content for those you want to impact:
1 – Visibility that leads to authority on the subject
Who doesn’t want that, when a relevant term is typed on Google, the first results are their page?
Therefore, producing relevant content is not just writing texts on your blog or producing rich materials like eBook, spreadsheets, infographics, etc.
These, of course, are important and always will be. But the production of videos with the same content that you would write cannot be ignored.
So, by producing relevant content that meets the needs of your audience, you facilitate the process of gaining (even more) authority in the area.
After all, you will be an important source of research. A true reference – and the market knows how to recognize that.
You will have, what you produced, being replicated in different places. Serving as a reference for commercial and also academic areas.
This is something you would like, isn’t it?
2 – Better relationship with your audience
No strategy is more efficient and effective in strengthening customer relationships than content marketing.
A relationship that begins with a foundation of trust and interaction has everything to remain firm and grow.
Your client had a pain, a problem on a daily basis. He researched and found in you the answer to this and other questions.
How can he not see you as a safe haven for your doubts? That’s how it works. You enable them to make much more accurate decisions.
More than that: you are there, available to go deeper into the subject if necessary, if the customer wants to.
Customer success is your primary goal, and with content marketing, you make that clear.
3 – Competitive advantage
Do more with less. Do, for free, what people pay (and a lot) to achieve. This is the scenario that any manager would love to have, right?
In the keywords really relevant to your business, you, because of a very good content, appear in the 1st place.
Your rival is also there, but in a Google Ads ad. Paying, perhaps, quite expensive for a click on the thumbnail.
Ah, what a taste it has – and you know you should try it. Especially in such competitive segments, this is an absurd competitive advantage.
When the pain is more latent in the client, he will go after a solution. It will search and find you. You will be delighted by the answers you have given.
You, if you produced good content, will always be in the top positions of Google. And the more link building you do, the more chances you’re going to stay up there.
Your brand will be constantly strong, attracting and enchanting more and more potential buyers of your product or service.
Bonus: much more benefits for companies!
- More traffic to the site;
- Increasing brand recognition;
- Greater engagement with the brand;
- Education for the market;
- More leads generated for you to nurture;
- Increased sales;
- Increase in LTV (LifeTime Value);
- Minor CAC.
Content marketing: how to do and reduce CAC?
Many companies work without assessing how much has been spent to attract a potential buyer for their product or service.
They see only the end of the process, when they manage to make a sale or not.
They forget that perhaps the cost generated to win the customer was not compensatory.
Or that working on strategies that reduce customer acquisition costs can increase your company’s ROI (return on investment).
The first thing to do before making any decision regarding the promotion of your company in the digital environment is to measure the costs to verify if the investment in marketing is worth the number of customers actually won.
After all, spending less to acquire customers is what any manager wants. Having a lower CAC (Customer Acquisition Cost) is intelligently possible.
Content marketing exists to assist customer acquisition strategies. For that, however, it is necessary to follow some steps.
Of course, creating good, informative and didactic content is and will always be decisive.
But you need to know who you write for. This will determine how to approach and assemble each sentence.
You want to empathize with your content, right? Attract, retain and delight your customers. So, nothing better to create the way that will really captivate those who have the ideal customer profile.
We have separated 4 steps for you to understand how to structure content marketing within your company.
1 – Create your buyer personas
Buyer persona is the English term for “ideal customer” of any company or organization.
When working with content aimed at the ideal persona, your company avoids wasting time and money with an audience that is not part of your business profile.
The important thing about content marketing is to focus on leads that will add value and reinforce the brand, generating more sales for your business.
2 – Create content for people, not robots
One of the biggest mistakes when working with content marketing is to worry only about SEO, or, in short, keywords. In other words, only with search engines.
Adapting your content and optimizing it to be found more easily is essential. But this should all be done with the user’s expectations in mind.
After all, people will read your content, so build meaningful and attractive content for them.
You can be sure: if your content is good, customers will come to you spontaneously. And then, your chances of generating a new business are great.
Your users will pass their data on to you in exchange for some rich content or something that really adds value to their lives.
This really is inbound marketing that works. The one who contributes to lead generation and gives the sales team people interested in what you sell.
3 – Promote your content
Promoting and distributing your content is much more affordable than many other expenditures made to acquire customers.
This, moreover, is what anyone who works with external sales needs to weigh – something different from the inside sales model.
Take travel or negotiations into consideration at the wrong times, when the customer is not yet ready to purchase.
So always make sure you’re targeting your content to the right audience and places.
4 – Analyze and track metrics to monitor your progress
An essential step when deciding to use content marketing as a strategy to reduce CAC is to always follow sales metrics.
And, of course, to know that this is very different from the so-called “vanity metrics”, something that does not help you in basically anything in your daily life.
Don’t forget to constantly analyze your inbound performance.
Without this monitoring, it is difficult to know whether your efforts have paid off. As well as identifying flaws and proposing solutions.
For this, always follow your marketing strategies is really generating qualified leads.
This is the most important thing in every process: do constant monitoring to check when the right time to send the content that will generate the sale.
After all, that’s what really matters, isn’t it?
Ultimately, if your organization wants to generate and nurture meaningful leads for your type of business and still reduce your CAC, content marketing will be the best alternative.
So, how can we help you?
If you were in doubt about this article or want to know how to better work the leads generated by your strategies, talk to a consultant whenever you want.
Enjoy and read two articles that will help you attract and delight customers and, of course: sell more and better.
The first talks about the importance of another strategy, relationship marketing, to positively impact customers.
The second covers how to use email marketing to prospect, attract, retain and delight consumers.
A hug from CWT, your CRM. #RunCWT