“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Content Marketing Institute
The case for compelling content.
Consumers want relevant information from companies they trust – and when they want it, they’ll look for it. If you have what they’re looking for, you make the cut. If not, according to current research, they bounce in ten seconds.
So, save your details, such as features and benefits, for later in your sales cycle, when a consumer has entered the consideration phase. Put your best content – your most compelling story – on your homepage, your Facebook page, your blog or wherever else your prospects may encounter you first. This is content marketing – strategic copywriting. It’s what I do.