Discover the Power of Content Marketing to Boost Your Sales Performance and Drive Business Growth
Content marketing is a strategic marketing approach focused on creating, distributing, and promoting valuable, relevant, and consistent content to attract and engage a clearly defined audience.
Its primary goal is to build trust, establish expertise, and ultimately, drive profitable customer actions. In recent years, content marketing has emerged as an essential tool for sales teams to nurture leads and close deals.
This guide will introduce sales teams to content marketing, outline its seven core steps, provide an overview of its four main categories, and share a real-life case study.
What is content marketing?
Content marketing is the process of creating and sharing valuable, relevant, and informative content with the aim of attracting, engaging, and retaining customers.
It is a long-term strategy that focuses on building strong relationships with your target audience by providing them with high-quality content that addresses their needs and interests.
What are the 7 steps of content marketing?
The seven steps of content marketing include:
Setting goals and objectives
Defining your target audience
Conducting content audits
Creating a content strategy
Developing and producing content
Distributing and promoting content
Measuring and analyzing results
What are the 4 main categories of content marketing?
The four main categories of content marketing are:
Owned media: Content created and distributed on platforms owned by the company, such as its website or blog.
Earned media: Content that others create about your company or products, including online reviews, articles, and social media mentions.
Paid media: Content that is promoted through paid channels, such as sponsored posts or pay-per-click advertising.
Shared media: Content that is shared by users on social media platforms, such as Facebook, Twitter, or LinkedIn.
What is an example of content marketing?
A popular example of content marketing is the American Express OPEN Forum, a website that offers helpful articles, videos, and resources for small business owners.
By providing valuable content, American Express has built a loyal audience and positioned itself as a trusted authority in the small business space.
Case Study: HubSpot
HubSpot, a leading marketing, sales, and customer service software company, has successfully used content marketing to drive business growth.
Their comprehensive library of educational content, including blog posts, ebooks, webinars, and case studies, has helped them attract over 4.5 million monthly visitors to their website and generate thousands of leads.
HubSpot's content marketing strategy focuses on addressing the needs and pain points of their target audience, which has contributed to their impressive 41% year-over-year growth in revenue.
Content marketing generates 3 times as many leads as traditional marketing and costs 62% less (Demand Metric)
70% of marketers are actively investing in content marketing (HubSpot)
60% of marketers create at least one piece of content each day (eMarketer)