Attract, retain and generate revenue with content marketing

Ashley Sava

At this point in your life, you’ve probably already heard something about content marketing. Even if you haven’t, there are big chances that you have already been influenced by it.

You know when you’re watching a TV show and then suddenly an ad starts playing in the middle of it? Well, that’s not content marketing – in fact, content marketing may be the exact opposite of that. Instead of going after their customers, squeezing between the content, they’re reading, viewing, or watching, companies that use content marketing create their own valuable and relevant content, directing it especially to their customers to attract and fidelize them!

This marketing strategy takes advantage of the constant flow of information on the Internet and the customer’s habit of asking everything to Google, including information about products, services, and companies before making a purchase. Through understanding customer behavior, companies must get smarter and smarter to supply the customer’s need for information with their own information. In that way, content marketing and SEO techniques must walk side by side.

The three golden rules of Content Marketing:

Content marketing is all about these three things: attract, retain, and generate revenue.

To attract the right target audience, it is important to adjust the message to match the customer’s language and tone of communication. Also, don’t treat all your leads as everyone else – be aware that some of them might have learned about your company yesterday, while some may be “this close” to making a purchase. Talk like they talk!

To retain existing visitors and customers, you must provide them with a variety of relevant content to keep them informed and engaged with your company. Take advantage of blog posts, webinars, infographics, ebooks, and other content formats, but always make sure to use the right channels to reach your customers. Go where they go!

Lastly, to generate revenue, your audience must be well-informed about your products or services, so they can make an informed and conscient purchase. They must be pretty sure that your company cares about them and what you’re selling is the best thing they’ll ever find – make them feel special. Be there for them!

Content marketing + marketing automation = happy customer!

With the crescent growth of online tools, every company – from startups to large companies – can create their own relevant content to attract and engage customers. To organize the creative process, you already know a pretty powerful platform called Pipefy. But how about a fully automated platform that could send all that educational, beautiful, and well-planned content for the right readers?

The most recent “boom” in the marketing world is marketing automation, where services – like this great new platform called Pipz Automation – allow you to create automated flows that send the right content to your contacts and customers, based on their own actions within the company’s platform, blog or website. Instead of guessing what content the contacts are willing to read, and the automation platform nurtures them with what they’re looking for.

You can use Pipz Automation for customer acquisition with a landing page offering an ebook, a webinar, or any kind of educational content related to your persona’s pain points: problems or needs that the customer is looking to solve. Be sure to offer a solution to their pain points, creating content focused on your persona’s problems, after all, they’re the ideal customer that you’re looking for, and they need to be interested in what you’ve got to offer!

With the name, location, email address, and other pieces of information acquired through the landing page, you can create engagement actions with automation flows to stimulate the contact to use your platform, buy your product or hire your services. Also, built-in integrations make it easy to manage data and contacts from different tools and platforms – automatically! – while following your customer journey.

You can also use In-app messages (one of the many Pipz Automation’s features) to activate and retain customers. It is possible to send messages directly on your platform, blog, or website, using the information collected through a landing page and the customer interactions to segment their interests. You can offer directed content such as educational materials, discounts, offers, or any useful information about a specific theme, product, or service the customer was looking for. There are different kinds of in-app messages, from simple notifications like messages and surveys, to fully customizable HTML messages. And the best thing is that you can choose where on the screen the in-app message will appear!

All these personalized actions create a strong bond between your company and your customer and increase the chances that prospects purchase – and keep purchasing – something from you. That’s what content marketing is all about: making people say “Hey, this company really cares about me and they can help me solve my problems!”.

But the most important thing is planning. Content marketing isn’t about creating lots and lots of content without defined goals and audience. It’s essential to ensure that your marketing and content teams are aligned when it comes to goals and processes clearly defined so that you’re able to achieve great results with content marketing!

You must define the metrics that are crucial to your business – a.k.a. Key Performance Indicators – and make sure that it is aligned with your company’s main objectives. Don’t focus on “vanity metrics” such as likes, tweets, or views (although it might be tempting). Check what kind of content is converting more contacts to customers, or which one is bringing more visibility to your company. Remember: content marketing focus on customer-driven content, which is also inbound marketing’s motto. And there’s anything better than Pipz to optimize your inbound marketing strategy!

Manage your Content Marketing with Pipefy!

Optimize your inbound marketing and lead nurturing strategies by organizing your content creation process based on content marketing’s best practices! Accompany your entire process, from brainstorming blog post ideas on your backlog to the choice of the most appropriate keywords for SEO strategies.

Written by
Ashley Sava
is Pipefy's Editor and Copywriter. With a background in journalism and content marketing, she uses her wit, writing skills and incurable cheerfulness to leave her readers inspired, hooked and informed. Sava resides in Austin, Texas.

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