Content is the beautiful ship that drives inbound marketing. But if it doesn’t have clear channel promotions, it becomes a directionless hit-and-miss fiasco.
As much as you shouldn’t be creating content in a vacuum, you shouldn’t be sending out content without a compass. Directionless content means that the buyer persona you took the pains to create is just a pretty tapestry for your wall that serves no further purpose. You can’t shoot out content on all the wrong hubs or create content that is alienated from your prospect. It will resonate only if it’s found in the right place, addresses the persona’s challenges, and meets them at the right time in their journey.
Rather than creating beautiful content and then blindly shooting it out, you could use analytical data to be attentive as to where what content needs to go. Are you addressing the buyer’s challenges and pain points? Is your content backed by data and linked to other relevant topics? Does it address the right people at the right time of the buying cycle? Does your website content support the overall mapping and strategy to inform people and lead them down the right path? No? Then cultivate the customer’s attention accordingly. It needs to strike a chord with the right persona.
It’s always a good idea to create content hubs. You know what questions your prospects are going to be asking. You create content based on those topics. But rather than just floating out one stand-alone piece, create a hub with a focal theme, and extend the spokes out to deal with related and pertinent articles – blogs, infographics, e-books, whitepapers, and so on. Of course, what you will obviously remember is that all this content will be driven on persona challenges, and will work to your advantage when worked into a campaign flow. When your content is built this way, it leads people down certain logical and sequenced paths, thereby creating direction on its own. So when the sales and marketing strategy is applied to propel it more vigorously, it has already started moving with its own momentum and doesn’t need a heaving kick-start.
Next what you could look at is recognising environments where your prospects look for information on products or services like the one you provide. When you identify them, work to promote your content in those digital milieux. This is the irrefutable method to reach and interact with your demographic, as opposed to blind activity in popular spaces like social media or content channels. Moreover, you streamline your efforts to generate quality leads and eliminate the wastage of resources. So when sales and marketing step in, you have already laid the foundation for them to work with.
At the end of the day, as an inbound marketing honcho, you have to be decisive when at the helm if you want to see handsome leads.