Content marketing is the way to attract, engage and connect with your target audience by creating really relevant content. The aim is to delight people who have to do with your business, generate value for them, and thus create confidence in 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 features like content marketing, for example, can be relevant to qualifying leads for your business.
That content marketing is an excellent inbound marketing tool no one disputes.
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, thus increasing the profit margin?
These actions are possible through content marketing. Therefore, in this article, we will cover important points about it.
Concept, application, strategies, benefits and much more. The important thing will be for you to 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 truly 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 might 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 the deal will roll, right?
After all, today – more than ever – customers have enormous bargaining power. People choose from many offers what they want to consume.
And they choose the best way to interact with what they chose. Therefore, understanding this point is already an important tiebreaker amidst so much competition.
Therefore, understand as “good content”, something that is not necessarily focused on selling.
Of course you know and the customer knows that the aim, 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 the reader. Be didactic, clarify doubts and educate. This is to focus on the customer and create value for him.
Get the right message across to the right audience. It’s quite a challenge but it’s worth it because it’s the easiest way for people to perceive your brand as something of value.
When that happens, you’re sure to have potential customers much more likely to hear what your SDR team has to say.
Or, take a step back: open your emails with fresh content you’ve put into a marketing automation.
One way or another, it’s 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 on this purchase journey with your company.
That’s the purpose of marketing: to generate good leads for the organization and boost business growth!
Inexpensively and efficiently, 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 of the aspects of inbound marketing, which can also be called attraction marketing.
This one has a broader, more recent concept and can be defined as approximation or interest marketing.
“Inbound” means something like “to come in” in English. And, this way of promoting a product or company is exactly that: the customer goes to your business.
The goal is to be found on the net. And that’s where the importance of creating good content comes in.
It’s important to understand the difference between bringing a customer and having them come 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 means of seeking customers.
This takes the name of outbound marketing, that classic way of advertising and seeking customers for a company.
Remember 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 your business can offer.
The marketing inbound is the set of actions to approach the client, to make it look the company because of him, to become familiar with it.
Among the actions of inbound marketing are content marketing. But don’t think that it comes down to writing a blog or creating rich materials.
Lectures and courses, assessments and analysis of critical points, trials … All of this counts as ways to make the client 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 solve doubts and meet the customer’s needs.
Thus, the customer starts to consume this content. It builds a relationship of authority and trust with the brand, tending to become a lead and, in the future, a customer of the company.
The benefits of content marketing in companies
Maybe you’ve already noticed, maybe it’s still unclear the benefits that content marketing brings to companies.
Basically, there are 3 main advantages that we will explain below. There is a 4th one, 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. Sell everyone wants to, but that will be a consequence of the value you generated.
After all, when the sale takes place in these terms, it is much easier to, first: avoid churn. Second, create an evangelist for your brand.
In B2B sales, by the way, it is even more important to resort to content marketing. After all, there are many details involved in running a business.
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 some term relevant to the subject is typed into Google, the first results will be your page?
The internet is obviously the biggest source of information of all. That’s the power of digital marketing. Google is the biggest search engine and the second is… YouTube!
Therefore, producing relevant content is not just writing texts on your blog or producing rich materials such as eBooks, spreadsheets, infographics, etc.
These, of course, are important and always will be. But producing videos with the same content 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 field.
After all, you will be an important source of research. A true reference – and the market knows how to recognize this.
You will have what you produced being replicated in different places. Serving as a reference for the commercial and academic areas.
This is something you would like, isn’t it?
2 – A better relationship with your audience
No strategy is as efficient and effective in strengthening customer relationships as content marketing.
A relationship that starts with a foundation of trust and interaction has what it takes to stand firm and grow.
Your client had pain, an everyday problem. He researched and found in you the answer to this and other questions.
How can he not see in you a safe haven for the doubts you have? That’s how it works. You enable them to make much more accurate decisions.
More than that: you are there, available to delve into the subject if necessary if the client wants to.
The customer’s success is your main goal, and with content marketing, you make that clear.
3 – Competitive advantage
Do more with less. Accomplish, for free, what people pay (and a lot) to get. This is the scenario any manager would love to have, right?
For keywords that are really relevant to your business, you, because of very good content, appear in 1st place.
Your rival is there too, but in a Google Ads ad. Paying, perhaps, dearly for a click on the thumbnail.
Ah, what a taste this 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 seek a solution. It will search and find you. Will be delighted by the answers you gave.
If you produced good content, you will always be in the top positions of Google. And the more link-building you do, the more likely you are to stay up there.
Your brand will be constantly strong, attracting and delighting more and more potential buyers of your product or service.
Bonus: many more benefits for companies!
- More traffic to the website;
- Growing 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);
- Smaller CAC.
Content Marketing: How to make and reduce CAC?
Many companies work without evaluating how much was spent in order to attract a potential buyer to their product or service.
They only see 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 the company’s ROI (return on investment).
The first thing to do before making any decision regarding the disclosure of your company in the digital media is to measure the costs to verify if the investment in marketing compensates the number of customers effectively conquered.
After all, spending less to acquire customers is what any manager wants. Having a lower and lower CAC (Customer Acquisition Cost) is possible in an intelligent way.
Content marketing exists to support customer acquisition strategies. For this, however, it is necessary to follow a few steps.
Of course, creating good content, informative and didactic are and always will 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 separate 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 some company or organization.
By 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 in content marketing is to focus on leads that 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 be concerned only with 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 all this must be done with the user’s expectations in mind.
After all, who will read your content will be people, so build meaningful and attractive content for them.
Rest assured: if your content is good, customers will come to you spontaneously. Then your chances of generating a new business are great.
Your users will pass their data to you in exchange for some rich content or something that really adds value to their lives.
This really is inbound marketing that works. One that 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 far more affordable than many other expenses incurred in acquiring customers.
This, by the way, is what those who work with external sales need to weigh in – something different from the inside sales model.
Take into account travel or negotiations 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 audiences and places.
4 – Analyze and track metrics to monitor your progress
An essential step when deciding to use content marketing as a strategy to achieve lower CAC is to always keep track of sales metrics .
And, of course, knowing that this is quite different from the so-called “ vanity metrics ”, something that basically doesn’t help you in everyday life.
Don’t forget to constantly analyze your inbound performance.
Without this follow-up, it is difficult to know if your efforts have paid off. As well as identifying failures and proposing solutions.
For this, always monitor your marketing strategies are really generating qualified leads.
This is the most important in the entire process: constant monitoring to check the right time to send the content that will generate the sale.
After all, that’s what really matters, isn’t it?
Anyway, if your organization wants to generate and nurture significant leads for your type of business and still reduce your CAC, content marketing will be the best alternative.
So, how can we help you?
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.