Gaining visibility for your business in today’s competitive world is not easy. Most of us understand the importance of a website and have come to accept that some level of social media activity is expected. But, once you have a handle on these basics, how do you attract a relevant audience?
This is what content marketing is intended to address. In this post, I will explain what content marketing is and how you can use it to attract the right audience for your business.
When was the last time you got a lead through Twitter?
Perhaps I should rephrase that . . . Have you ever gotten a lead through Twitter?
If you are reading this post, you’re probably becoming disillusioned with this particular social network. It requires a tremendous amount of time and you have yet to see a payoff for your efforts. Trust me, I know how frustrating this can be.
But, you cannot expect to find leads if the only thing you are doing is posting company updates and curated articles. While this is certainly an essential part of the equation and you may occasionally get lucky, for true lead generation you must be intentional about engagement.
When I start working with a new client, I quickly remember how overwhelming the world of digital marketing can be. Terms like content, optimization, inbound, traffic and organic are thrown around casually and used interchangeably as if everyone knows what they mean.
My clients tend to be incredibly smart people who know that they need to step up their online game, but either don’t have the time or desire to do it themselves. They also want someone who can help them understand the big picture. Only then can we identify what they already have in place, how well it meets with current expectations and what we need to address next.
Below is a high level view of the components involved in building an online presence with a brief description of the level of sophistication that is currently expected.