Content marketing establishes brand and authority. It helps reach more people, educate leads, and brings people into and through your pipeline.
Content marketing builds an online presence using educational information that speaks to a broad, relevant audience and sets you up as a voice of authority within your community. Marketing will not do your prospecting for you. However, given time, it will drive people to you and fill your pipeline while nurturing leads and building trust-based relationships.
Content creation creates momentum over time. People often turn to marketing when their pipeline is empty and think it will work immediately. But marketing is a long game. Establish your presence and build your subscriber list long before you need it.
Build accountability, teamwork, and collaboration
For content to make an impact, it must be a team activity. It is not enough to simply publish a blog or send out a post. People must interact with content for it to be picked up and shared with frequency by algorithms on social media. The more interaction with content, the more relevant and authoritative it appears, and the more it is shared.
Educate teams about:
- Their roles on social media
- How to interact with your content
- Expectations for their commitment to do so
By consistently producing reliable, relevant content, you will build an audience that expects you to deliver on the promise of providing answers to questions and frustrations they have. This practice will help you draw in informed, qualified, and engaged leads. They will be prepared to talk to and work with your company because they trust in the ideas and advice you share.
Over time, your content will work for your brand, helping to increase brand recognition and trust-based relationships within your community, which will lead to a healthier pipeline and increased sales.