While there is a broad range of possible strategies for big data marketing today, perhaps none is quite as important as your approach to creating and distributing content. There is no question that high-quality content still matters. But, that does not necessarily mean marketers understand how to properly use content to close deals and win big business.
So, the ReachForce team put together this post to share with you a few different ways your team can be using high-quality content to land the right clients for your company. Now, of course, the keyword there is “high-quality.” Attempting any of these strategies without high-value, well-crafted content would be a waste of time. This is why our first recommendation centers around making sure you are focusing your content on solving the problems your customers face every day.
#1. Use Customer Data to Understand the Important Issues for Your Clients
You probably have a good understanding of your customers and can put together a shortlist of content topics that relate to their common pain points or desires. But, part of a smart content strategy involves constantly creating high-quality content, and if you are trying to do it all off the top of your head, chances are the well will dry up pretty quickly.
Luckily, there is no need to rely simply on your own creativity when it comes to idea generation; your customer data should be able to do the heavy lifting for you. Provided you are collecting clean, enriched customer information through a good data management platform, you should be able to pull specific insights — just as you would with any other area of big data marketing — about the issues that matter most to your clients. Looking at the sources of organic traffic to your site and the content you already have that generates the highest number of leads should be a good starting place, but there are plenty of ways to get creative in how you pull insights from customer data.
#2. Establish Brand Authority with High-Quality Thought Leadership
Your content is often the most prominent source of brand awareness within your industry. Studies show that clients tend to do business with the companies who provide them thought leadership through each stage of the customer journey. That means first creating high-value content and then, second, distributing that content through the right channels to expose your brand to the right audience.
Data plays a key role here as well. Understanding where your customers come from and where they go on the web for information is almost as important as the information itself. Often, this can mean creating content that does not directly sell your product or service. That is okay. Thought leadership is about building trust and authority with potential customers, not selling anything.
#3. Distribute Your Content Consistently Through the Right Channels
Posting on LinkedIn one time about a new blog post is not likely to generate the traffic for which you are looking. The same goes for sharing it once in an email newsletter, or on Twitter, or any other avenue for content distribution. The key to using content to land big business comes from consistency, both in creating and distributing content. Share your work multiple times through as many channels as possible to get content in the hands of as many potential customers as possible.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean, and enrich prospect and customer lifecycle data in your business, and do it at your own pace.