Week 8 - MKTG348 - Creating Content with a Purpose

Content is what runs the internet. It is the message your inbound marketing strategy delivers to the people that will view it. This can be done multiple ways from blogging to social media. Content is essential thought out the whole process of Inbound strategy, you want to keep the visitors to the page interested and satisfied to turn them into customers and possible promoters. At all time with every email, landing page and so on that is viewed must be attractive and professional. Content drives inbound strategy and the internet as an all.

Creating a remarkable content is critical. This way you will have people continue to read and share the content, then possibly turning into constant visitors. Ideally this should be the goal, now to achieve this a 4-step process goes into play.

1. Plan: Determine the purpose for the website, whether it’s to get customers or to just get some clicks. You must then choose a format to illustrate the content that you are trying to present. This can be done with slides, videos, reports and so on. Make sure it’s format that will attract the market you are trying to target. Figure a topic that reaches to your ideal customers and will keep them interested yet at the same time helpful for what they search.
2. Create: Creating content the visitors experience is important. There are different stages in a visitor’s journey that must be taken into account. In the awareness stage, assets such as reports, eBooks, and educational content are suitable when individuals are experiencing a problem to educate them. In the consideration stage, assets should find a solution to the problem to close the gap between the awareness stage and the product/service without connecting the brand. Videos would be a great source to use. In the final stage, decision-making, the individual is making a decision on what strategy to use for the solution. They now know what the problem is and a solution. Content in this stage is all about the product and service, so you have to make it compelling. You can use product comparisons, trials, or demos to enforce interest. There are different types of content so this can vary and it all goes down to analyzing to find what will work for the specific product and service offered. Just remember the content must be set on complying with both the visitor and the creator of the page.
3. Distribute: Successful distribution plan gets the right content to the right people at the right time. Creating the content and making it beautiful is needed to attract, but distribution is just as important for it is what will get you the clicks. Using social media, calls-of-action, and emails will aid you with this step.
4. Analyze: Like any other part of the business world, analyzing your work and process to get the most out of it. Eliminate what isn’t working and edit or add on to what is. Google Analytics and AdWords are resources that you can use for this step to show you the actual numbers of views and clicks.

Continue to repeat the 4-step process to innovate the content and keep turning visitors into customers. Set new goals if needed with progression, but keep in mind to follow these steps. For further, information visit www.hubspot.com.