Marketers face a common set of challenges. The top four challenges (according to B2B Marketing Technology Community) are:
Generating high quality leads
Converting leads into customers
Creating meaningful content
Demonstrating return on investment
To compound the problem, prospects and customers are increasingly hard to reach. It is imperative that the content leveraged in social marketing is discoverable, relevant, and adds value.
Consumers choose the brands that engage them on their passions and interests 42% more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. (Think With Google)
Inbound marketing is "a methodology that focuses on creating quality content that pulls people toward your company and product In other words, inbound is the superset of quality content and other “magnetic” tactics." (Hubspot, 2006)
Content Lifecycle Mapping
Educational content works during the awareness and interest (consideration) phases of the marketing lifecycle. This is largely about sharing information and best practices.
Relevant industry content targeted at a specific role or job function, and possibly even at a particular size firm and in a particular geography (US versus Europe), further enhances the level of personalization when a prospect is researching a solution.
Once the prospect opts into the communication, product or solution-oriented and company-specific materials are appropriate to further engage the prospect.
Once the prospect purchases and becomes a customer, personalized content geared toward assisting the customer beyond the current problem engenders not only loyalty, but likely brand advocacy and influence.
94% of the links search users click on are organic, not paid. (eConsultancy)
Social media has a 100% higher lead-to-close rate than outbound marketing. (HubSpot)
Brands relying on inbound marketing save over $14 dollars for every new customer acquired. (Hubspot)
Create content that buyers understand quickly, hits home and teaches them something.
Link related content pieces to one another to improve discoverability by customers.
Do not leverage keywords just to attain SEO benefit - integrate them in the natural flow of content to avoid being "jargony."
Continue to use meta descriptions to explain what is on your page even though Google no longer uses meta descriptions to rank your page.