Content and Inbound a Marketing Powerhouse
People look forward to great content marketing because it’s helpful. And that’s the difference between content marketing and most advertising. When your content addresses customers’ needs, fears, and pain points in an informative, entertaining way—rather than selling—your customers will want your content.
Successful marketers have learned how to apply best practices in content marketing and inbound marketing using online automated facilities to build trust, customer loyalty, and ultimately greater sales. Good inbound marketing is the natural extension of good content marketing.
Using a leading inbound/content facility such as HubSpot, it’s relatively easy to coordinate social, blog, website, buyer persona, calls to action, conversion incentives, SEO, keyword analysis and management, email, landing pages and other content and to get robust, and granular real time tracking and analytics on campaign and asset performance across all devices while moving prospects through the buyer’s journey within automated workflows—all in one place.
The real benefits include higher conversion rates and lower costs of customer acquisition. More good customers for less money.
In working with content marketing and inbound marketing techniques over the past several years, it has become obvious just how powerful this approach is when it comes to attracting good prospects on the web and moving them through the buying process.
By providing valuable content, you position your organization as an expert or knowledge leader in your field. Good content builds credibility and trust, and your audience then becomes more open to participation in your value offerings.
When you combine great content with best practices in inbound marketing gives you get the intelligence to hone content efforts and the facilities to maximize your return on content spend by converting more prospects to buyers more efficiently.
Produce Like a Pro
Seven Steps to a Winning Video
1. Have a wow factor that makes ’em sit up and think
The best content makes the audience feel something. So find and focus on the emotive stories, be they informative, inspiring, surprising, or shocking.
2. Lead with the stories, not with the brand
One of the easiest ways you can go awry is to talk too soon or too often about your company … and kill the audience’s interest. If you’ve done your homework, and dug up the right story, bait your audience with the elements that make them want to hear more.
3. Build an arc
The best story arcs comprise four elements: a challenge to overcome, a sense of urgency, a champion, and, of course, a payoff. These elements offer both a litmus test of whether you’ve identified a good story, and a tried-and true-structure for presenting it.
4. Feature interesting characters
People are compelled by other people. We like learning about someone interesting. In the context of your story, who are the interesting characters? Ask yourself, who would I want to meet? Why? How can I get them to convey that on screen?
5. Let your characters tell the story in their own words
You’ve followed tip No. 4 and nabbed some interesting characters. So, now, let them be interesting.
6. Find the most visually compelling location
As human beings, what we see impacts us first – so your cubicles and conference room may not be the best first impression. Where you shoot impacts the kind of story you want to tell. What, exactly, are we going to see? If your own offices don’t match the narrative, is there a compelling client or partner site you can use?
7. Give the audience behind-the-scenes access
People are fascinated to be allowed into places they otherwise wouldn’t see or let in on details they wouldn’t otherwise know. Who are your most unusual customers and partners? Where does your work bring you that not many people go? What details might surprise folks not in-the-know?