Yesterday I read the Content Marketing Institute’s blog post titled, 12 Reasons to Put Blogs at the Center of Your Content Marketing, written by Heidi Cohen.
Beyond the useful tips in the post there was a line that really stood out to me in regard to blogging as a central piece of your online brand communications strategy, which was...
“From a marketing perspective, you need content at every step of the purchase process that educates and entertains without overtly promoting your offering.”
What I thought was interesting was the idea that content - various forms of communication - often in the form of the written word, is educating prospects leading them down a specific path toward a sale, but often in an entertaining way and with the prospect’s permission, because the prospect wants to go down that path.
What I’m getting at is writing good content that produces results is part art and part science, but more importantly, when it works, it works because we’ve successfully put together information on a subject that a prospect wants to know about and we’ve optimized our content online properly for that prospect to find the info we’ve created that they were seeking.
By creating the content a prospect is looking for and putting it out on the internet in a way that that prospect can find it - with a stripped down simplistic view of it - we’ve essentially empowered prospects to sell themselves.