“You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.” –Lee Iaococca
Newsletter and Blog Content: You can use the same articles for both formats. Your newsletter subscribers will appreciate seeing your insights pop into their inbox, and people searching for your services will find your blog.
Case Studies/Customer Success Stories: Sometimes those two-sentence testimonials from happy clients aren’t enough for a prospective client to learn what it’s like to work with you. They need deeper insights into how your product or service solved a problem for a customer like them before they drop serious cash. These articles focus on the customer: what wasn’t working for them before they turned to you, the implementation process, and how things are going for them now that they’re using your product or service.
White Papers: Are you pioneering a new technique in your industry? Developing a newer/better/cheaper/faster way to solve a problem? Let people know!
White papers and case studies can show prospects that you’re just as capable as your larger competitors.
If you’re new to content marketing and are on the fence about the importance of content, consider this:
- Content marketing attracts 3X more leads than paid search advertising.
- 70%–80% of search engine users only focus on organic search results.
- 47% of prospective buyers review 3–5 pieces of content on a company’s website before they contact a sales person.
- 96% of B2B buyers want more content from industry thought leaders.
(If you’re really interested in marketing statistics, you can see the full break down here.)
If you have questions about a service or format not listed above, it’s easy to get in touch with me. You can use my contact form, email me at firstname.lastname@example.org, or call 850-530-6313.