Top 4 Goals Of Content Marketing!
In a previous article, I explained why content marketing works and provided you with 7 amazing statistics on the impact that it could have on your business.
Ultimately, the implementation or tactical phase of your strategy is the most important.
Unfortunately, many contractors I have spoken with understand the strategy, but fail to properly launch and maintain it.
Consequently, their campaign fails.
Many disaster restoration contractors set up blogs and wonder why they do not work. The purpose of this article is two-fold. First, it highlights the top 4 strategic goals of content marketing. Second, it explains why “content is king” but “consistency is queen.” Consistency is the key to success!
Top 4 Strategic Goals
The strategy I recommend to my clients is based on content marketing, sometimes referred to as inbound marketing which in simplest terms is creating a blog that you update consistently with high quality content. Implemented correctly, this strategy will accomplish the following goals:
1. Begin building relationships with potential clients early in the sales cycle.
This is accomplished by offering helpful information on your website using your blog and creating awareness of your articles through distribution on social media.
2. Establish trust and expertise in your service area.
You want to position yourself as the go to resource for consumers searching for information on mold, water damage, fire damage, etc.
3. Increase your organic SEO potential.
If you consistently update your website with content and bring visitors to your website through your online promotion efforts, this will lead to consistent organic search engine visibility which will increase exponentially over time. This part of the lead generation equation leads to long term ROI from efforts and why I advise you to think of digital marketing as an investment into a stock.
4. Lead generation.
The goal of this strategy is to create leads that turn into sales.
Content Marketing Is King, Consistency Is Queen!
An educated consumer will make better decisions. Contractors that position themselves as the expert in their area will gain more leads and sales because they are offering highly valuable information to potential customers.
You likely have heard that “content is king”. It is quite the buzz phrase and truly is one of the most effective strategies that any business can implement.
A word of caution. “Content is king” only if it is sincere, meaning it must provide real value to the reader. For a website to generate positive and higher listings on Google the content must not be “thin” meaning when you post a blog on your website, aim for at least 1,000 words or more.
Most importantly, the content you post on your website should answer a question or address a common concern that you are often contacted about by prospective customers.
The easiest way to create a list of topics to write about is to list 50 questions that customers ask. Once you create your list of questions you now have a list of topics that you should begin writing about.
The focus should be on producing quality content. It should not be too sales oriented. I know, it sounds counter intuitive but keep in mind you are trying to build a digital relationship of trust with your reader.
Be sincere and honest. Don’t post an article for the sake of getting an article up. In addition, make sure that you implement videos, pictures, infographics, when appropriate to do so.
If content is king, then consistency is queen because this strategy is only effective if you set a posting and promoting schedule and stick with it. You need to commit to the strategy by planning and executing.
During site audits, I often find that many well intentioned contractors start a blog. In the beginning, they are posting consistently, and then as they get busy, stop. This pretty much negates past efforts.
The only way to succeed at content marketing is to do it consistently. If you don’t have time, delegate the responsibility to business development or marketing personnel or hire a third party to manage your website and ensure that the posting schedule is maintained.
Consistency is imperative for one key reason: It builds trust! The only way to build relationships and convert readers of your blog into leads and sales is to demonstrate that you can be trusted to follow through and consistently update your website with high quality content.
As I stated in a previous article:
Blogging is a game changer for the disaster restoration industry. The purpose of blogging is to connect with consumers early on in the sales cycle. Done consistently, this results in relationships, relationships that ultimately lead to trust. Business is built on relationships and the most important factor in a purchasing decision is TRUST!
About Sanjay Gupta
Sanjay is a marketing professional with over 20 years of experience in both traditional marketing and digital marketing. His digital marketing agency specializes in helping disaster restoration professionals increase their brand awareness and online lead generation using content marketing on topics related to mold removal, asbestos abatement, water damage restoration, fire and smoke restoration, and bio-hazard. In addition to providing marketing services to several restoration contractors, Sanjay is also the CEO of CitriFresh Distribution, a chemical distribution company that helps disaster restoration contractors increase their profits and also offers coaching and consulting services.