Let's start with the definition of content marketing:
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.
This is an excellent definition of which people have learned to follow well right up until the last statement... "ultimately, to drive profitable customer action." I can think of a dozen sites I visit to get information. HTML code, new Google updates, content tips, reviews of new business apps and the list goes on. But, that is how I see these sites; as a source for great content. I hardly even know what these business' are selling. I certainly have never explored it.
Note: The below information is based on content marketing for consultants and service type businesses, not retail or transactional products.
The problem is providing great content without a clear and compelling call to action. Even when you collect information when prospects download a white paper; without a deliberate step to convert these efforts are wasted. Putting them into your email rotation with better context and assessment of what they need is not providing value to your marketing efforts.
There are three keys to creating great content marketing - "That ultimately drives profitable customer action."
1) Provide content to establish expertise
2) Don't provide the "how-to" unless you just like to give away your valuable knowledge
3) Always get something of real value, so you are not giving it away, you are sharing it for a price
4) Create a path to conversion on all of your valuable content.
Now, don't be overt, disrespectful or pushy in your approach. It is the subtle and artful way you establish expertise, deliver information and ask for something in return that is the difference between moderate and exceptional conversion rates.
We would love the opportunity to review your site for free to provide examples of missed opportunities to capture more value from your content marketing, email us or call 336-383-2205