‘Content Marketing’ was the buzz word term for marketers across the globe during 2012, and it shows no sign of easing up. Businesses have realised that having relevant, quality and targeted copy helps at all stages of both the sales funnel and buying life-cycle. But are you creating content that showcases your business qualities?
Having a catalogue of content to back-up the pitch process demonstrating your industry knowledge is a great way to communicate to your audience that you are on the cutting edge of your chosen market. But many people shy away from using this content to sell their services…..why?! People expect businesses to try and get new business, so you are not crossing the line by using content to try and increase sales.
There is a difference between direct sales messages and creating content that highlights the types of services you can offer. If you sell warehouse space, creating content that highlights your USP’s over other warehouse providers is exactly the type of information your potential customers wish to see. If you offer footwear, a data sheet demonstrating how your trainers are cutting edge will set you aside from the competition. This will then feed your salesmen to have relevant examples when trying to sell into customers.