When it comes to content, far too many businesses are making content for the sake of making content. No strategy. No real purpose. Except to put out content.
Content is an integral part of an effective software marketing strategy. Software as a service (SaaS) organizations should be creating content like any other business to improve SEO, drive engagement on your website, and move leads along your sales funnel so that they purchase and enjoy your software. Unfortunately, creating content as a SaaS company isn’t always easy. Oftentimes, your software may be technologically complex or competing for attention in an already-crowded arena.
Additionally, writing about technology can be dry or full of industry buzzwords that may not be familiar to the average consumer.
Personas take your target demographics deeper and help you understand not only WHO your customer is but also HOW to talk to them. When you understand their motivations you can more easily speak to their needs in yoru marketing materials. You can read more about personas and learn to create them in another blog post: Creating Personas: What Are They and How Do I Develop One.
If you already have a good understanding of what they are and how to create one, now you might be wondering why buyer personas are important and how they can help your business.
The concept of evergreen content has been around for for decades, maybe centuries. The goal was to create marketing and public relations pieces that stood the test of time to maximize budgets. So how can such an archaic concept have relevance in this digital world? It is actually a critical component of inbound marketing strategy. Here's how and why it needs to be included in your strategy today.
Marketing has changed. The sales process has changed. Consumers have changed. In order to reach your potential customers and really get them into your funnel so that you can nurture them into customers, intrusive outbound marketing just doesn't work anymore.
UPDATED September 22nd, 2017.
Creating great content is what separates businesses on social media. Do you like seeing sales pitches with every single post? HECK NO. We want to see interesting, engaging, and fun content that relates to us. The companies that figure that out and deliver on that are the businesses that see the value and benefit of a great social media content creation strategy. Like we talked about in Social Media Content Creation: The 80/20 Rule, we recommend focusing 80% of your efforts on creating engaging content and only 20% on sales material.
Finding great content is the hardest part. Let's take a look at eleven resources that will help you create, develop, and share great content on all of your social media pages.
If you've read much of our content, you know that we're big believers in high value content and some of the most powerful pieces of high value content are white papers. White papers are great tools to generate new leads and educate your prospects, but they have to be valuable and well written. So today we're going to teach you how to write a white paper.
While almost every website has a "Sign up for our Newsletter" form, how many leads are actually being generated from that form? If you're like most businesses, the answer is probably not many. Forms like that have a very low conversion rate. The trick to generating leads online is giving something in return. Very few businesses have the following and content to get a visitor so excited about their business to sign up for their newsletter with a simple form like that. For almost every business, a form like that is one of the lowest converting calls-to-action.
In order to gain information from your visitors, you need to offer something in return. That is where high value content offers come in.
It's no secret that content is one of the most effective forms of marketing. The fact of the matter is that consumers are doing a TON of research on their own before reaching out to companies for more information. In fact, 57% of the sales process is actually complete before a prospect ever reaches out to a salesperson! This is because we, as consumers, have access to so much information that we feel there's a lot we can do on our own prior to contacting a company. Although it might be concerning, this is no different for businesses in the legal space. When a person is faced with a legal issues, oftentimes the first place they'll go to learn more information is Google. Not only do you, as a law firm, want to make sure that person finds your firm to work with, you also want to make sure that they're getting the best information available so they don't end up ultimately hurting their case. Content marketing is a great way to do both of those things! While blogs, social media, website design, and email marketing can be very valuable tools for legal marketing, one of our favorite content tactics for lawyers specifically are high value content offers. Let's take a look at why and how it can help your firm.
Everyone likes getting something for free and now is the time to give it to them. Like we've talked about in many of our blog posts including How to Use Calls-to-Action in Your Lead Nurturing Campaign, 8 Ideas to Generate More Leads Online Today, and 5 Reasons Your Content Marketing Strategy Sucks; if you had the best website ever created, but didn't give your visitors a reason or a way to become a lead, you might as well not even have a website.