For many people, the term “content marketing” is roughly equivalent to the term “blog.” Right? The reality is that blogs are a very small part of content marketing. In fact, content marketing refers to any digital communication: a well-written email is content, a video is content, a great landing page is content, and social media posts are content.
So what kind of content marketing will help you with customer acquisition? There are five pieces of content that can be particularly useful in promoting your brand and attracting followers, visitors, and prospects… and then turning them into customers.
- Blog posts: Yes, of course, you probably could have guessed that we’d begin with blog posts, since they are indeed what first comes to mind when most people think content. What blog posts can become customer-acquisition tools? Posts that are helpful, useful, informative, posts that show your brand to be aware of what’s going on in their world and has prepared a thoughtful response to it, these are blog posts that people will read, think about, and eventually act upon.
- Micro-content: Tweets, LinkedIn, and Facebook posts can’t go into the same detail that blog posts do, but they can point new audiences to your blog, your website, and other longer content that you have on offer. On their own, your micro-content can intrigue, engage, and interest potential customers.
- White papers: Blogs and micro-content pieces are conversational in tone, easy to read, and generally pull prospects in. Once at your site, however, you have to deliver the goods—that is, some more serious and useful information. White papers written on the subjects that are important to your prospects and customers deliver in-depth information that clearly shows you as a thought leader.
- Industry articles: Speaking of being perceived as a thought leader, writing articles that are placed in industry publications also indicates that prospects can trust your knowledge—and your generosity in sharing it for free. Make sure that your bio points them to a landing page where they can sign up for your email list.
- Sales page: The the most important of all the content marketing that you do is your sales page: presenting exactly the right content after your prospect has read all your other content is what finally will make the sale.
Content marketing is as important for B2C marketers as it is for B2B marketing firms, and will lift your customer acquisition significantly when used as part of an overall content marketing strategy.