Building a content marketing strategy is both an art and a science. As an art, marketing is the process of communicating the value of a product or service to potential customers with the purpose of selling. As a science, it’s choosing target markets through market analysis and market segmentation, as well as understanding buying behavior and providing superior customer value.
Your content is meant to provide thought leadership, ROI analysis, peer perspectives, and proof points that help convince prospects that your product or service is better than competing alternatives. To accomplish this purpose, however, you need to think like a prospect first and a marketer second.
That’s because the technology purchasing process can be lengthy and rather complex, involving numerous people with different responsibilities, interests, and their own sets of concerns. As a result, you need to understand that purchases ultimately result from a wide spectrum of business, technical, and financial considerations.
Our Content Marketing Services team likes to build content strategies that can reach all of these decision makers wherever they are in the buying cycle. We employ a lead-nurturing process that consists of five distinct stages through which a prospect passes on the way to purchasing a product or service. The five stages are:
- AWARENESS: Getting their attention
- RECOGNITION: Deepening their understanding
- CONSIDERATION: Exploring possible solutions
- PREFERENCE: Differentiating your solution
- JUSTIFICATION: Closing the deal
In this white paper, I will discuss how to nurture your prospects by introducing them to the right content, in the right form, and at the right time through these five stages. We want to help you create a relationship with your prospects through content; one that not only ensures an initial sale, but secures them as customers for the long haul.
Download the white paper today, and start transforming IT prospects to IT customers!