This blog is partly a spin off from the theme dealt with in the previous blog of this series – i.e. how your website can assist you or withdraw its allegiance. Content can’t be created in a vacuum. Every piece of content going out – either on the website or as campaigns – must have the ulterior motive of being aligned with your buyer’s journey. If it doesn’t fit, it has no place in your agenda.
Content has the vanguard position in inbound marketing. Which means it must be patently strategic – focussed, beneficial, relevant, educational, consistent, multifarious, compelling… yada yada…
Inbound marketing is about earning a customer’s attention. And content is the tool that turns anonymous visitors into leads, nurtures leads into prospects, makes prospects sales-ready, and retains profitable customers.
Content is powerful, it can drive results. And results and metrics are the MO of inbound marketing. So, content influences conversion. Which means content strategy is tied in with conversion strategy. If you think content is expendable, we are here to use the converse theory and remind you how misaligned content becomes the thin edge of the wedge in the entire inbound cycle.
Content doesn’t work independently. Inbound requires other elements to execute its blueprint. But without content, and more so, without content deployed strategically, it will fail miserably before even taking off. You won’t attract the right people, people won’t find you, your website footwall will slacken, you may nurture the wrong leads, you won’t retain the right people, your lead generation will ultimately suffer, and other marketing efforts will not avail.
To explain by a simple example, if you run a dating service and your website broadly caters to the twenty something bracket, but your content addresses a senior demographic, it certainly won’t resonate, and vice versa. Or say your prospects fit the 20-30 age group and your content is also written for that section; however, your products specifically target house-wives and some of your content beelines working women. That’s not going to fly either.
While the examples mentioned above depict very simple scenarios, they point out the blatant divergence in goals when content isn’t aligned with purpose. no matter how well-crafted an article or piece of information is, unless it is pertinent to your buyer persona and your end goals, it must be dropped.
Cinderella’s glass slippers were exquisite, but they fit just one person in the whole kingdom. Are you going to cling on to the slipper seeking the right fit, or throw out the slipper and embrace the vast footfall waiting at your door?