CONTENT MARKETING SERVICES
Build Thought Leadership, Awareness & Leads
By Telling Your Brand Story
Your customers have changed. They now have more control than ever over the buying process and how they want companies like you to talk to them. It is no longer enough to continue throwing sales collateral at them.
Content marketing is the personality of your company. It's both what you say and how you say it. But then again, it's a little more than that. It's your chance to provide real value to your customers, over and above what you want to sell to them.
- Be a Trusted Thought Leader in Your Industry
- Generate Awareness of Your Brand Through Relevant & Engaging Content
- Attract, Convert & Retain Customers
Send us an email with the form on the right to find out more.
CONTENT MARKETING - AN ANALOGY.
If you’ve been working in Asia for a while, you would have realized that the most engaging CEOs love talking in stories and analogies – it’s the best way to put a point a across. So here’s a quick analogy for you:
Think about how top salespeople approach a new prospect. Would they immediately pitch their product or shove brochures to their faces? Would they, within five seconds of a meeting, go into the whole features-benefits sales pitch?
Of course not.
They would take the time to learn more about their prospect’s company and specific needs. They would build rapport and demonstrate competence. Over time, they will show that they – and by extension, their company – are experts in their field and someone their prospects would want to work with or buy from.
That’s what the content on your website does for your visitors.
EXPECTED BUSINESS RESULTS.
Increased search engine rankings will place your website directly in your customer’s buying journey
More quality, sales-ready leads that will shorten your buying cycle considerably
Wider engagement with key influencers to generate leads
Increased market awareness through better messaging
Clear differentiation that supports the sales team
More leads and impact from marketing efforts
Lower cost of customer acquisition over time
HOW DOES CONTENT MARKETING WORK?
INFLUENCING BUYERS AT EVERY STEP OF THEIR JOURNEY
EVERY BUYER GOES THROUGH A SERIES OF STEPS BEFORE MAKING A PURCHASE. THIS IS CALLED THE 'BUYER'S JOURNEY'.
Understanding your buyer's journey is one of the most important aspects of not only your content marketing strategy, but of your overall marketing efforts. Fortunately, the high level steps remain the same for most companies - Awareness, Consideration and Decision.
AWARENESS: Also known as Top-of-the-Funnel (TOFU), this is where people start looking for answers to their problems, resources, educational content, research data, opinions and insights.
CONSIDERATION: Also known as Middle-of-the-Funnel (MOFU), this is where people are doing in-depth research on whether or not your product or service is a good fit for them.
DECISION: Also known as Bottom-of-the-Funnel (BOFU), this is where people are figuring out exactly what it would take to become a customer.
EACH PIECE OF CONTENT MUST BE MAPPED AGAINST A STEP OF THE BUYER'S JOURNEY.
Think about the last time you closed a sale. You had to build brand awareness, identify pain points, present a solution, educate your prospect on the benefits of your solution, prove credibility and answered objections before asking for the cheque / PO.
Content marketing does the same, exact that it's online and you can convince and convert multiple people at the same time and over a longer period of time than a face-to-face meeting.
TYPICAL CONTENT USAGE SCENARIOS.
Creating content is not merely about getting leads (although that is one of the great benefits). There are many other ways where your content can help your company. Let's run through a few scenarios of Cathy, a marketing manager searching for a web development company.
FINDING YOUR BRAND: Cathy is searching for some general information on website trends and comes across your article, 'Website Trends to Watch Out For'. She is introduced to your brand for the first time.
BUILD TRUST: She starts reading your other articles and finds them insightful and useful. Over time, she starts trusting your content, and by extension, your brand.
THOUGHT LEADERSHIP: Because she consumes your content, the next time she thinks of designing a website, she immediately thinks of your brand. She mentions snippets of your content to her friends whenever the subject of web design comes up.
LEAD GENERATION: You release an eBook (lead magnet) called 'Web Design Mistakes to Avoid'. Her interest is piqued and she exchanges her contact details for the first time to download it. You follow up with highly targeted, automated email messages.
PERSUASIVE MESSAGING: After a few months, her company has finally decided to redesign their website. Because she's an avid reader of your blog, she uses it as a resource to plan her Request for Quotation and Scope of Work.
SHORTEN LEAD TIME: She finally contacts your sales team to ask for a proposal. Since she already 'knows' you and trusts your brand, you're her top choice for the job. She's confident in making a decision because she has been educated by your content, and wants to make it fast.
CUSTOMER INSIGHTS: Since she filled in a form on your website, she becomes 'known' and you can track her on an individual level. Your sales team examine the content she has consumed and plan their meetings accordingly based on her interests and concerns.
SALES ENABLEMENT: During her meetings with your sales team, they constantly refer to the content you have created to answer her questions. This helps you stay on brand as everyone says the same message.
DISPELLING CONTENT MARKETING MYTHS
IT'S NOT IMMEDIATE AND THERE'S NO HARD SELL
THIS IS HOW CONTENT MARKETING WORKS.
Content marketing is about earning familiarity, trust and building relationships. When they finally have a need for your product or service, they will then think and look for you.
Isn’t this exactly how your best salespeople build relationships with their customers?
Content forms the foundation of all online marketing activities. If you have nothing to say, then how exactly are you going to build a relationship with the visitors to your website?
CLOUDROCK CONTENT MARKETING PROCESS
CREATE CONTENT THAT AUDIENCES CRAVE
Our Content Marketing program helps you showcase your company’s brand voice, personality and expertise to the rest of the world.
For content marketing, we work best with established companies that understand the value of being thought leaders in their particular industry.
STRATEGYFIRST (CONTENT MARKETING)
The main reason content marketing fails is because it skips this essential first step: in-depth customer research, forming a strategy and developing an action plan.
We need to understand your company's current strengths and weaknesses with regards to content marketing. StrategyFirst includes setting your marketing goals, executing a content audit, conducting management interviews, and understanding your buyer personas.
Each piece of content you create needs to have a place in your overall content marketing strategy. Based on the insights we have uncovered, we map the types of content we want to create against your buyer's journey and outline the action plan.
Building your email marketing list is critical. The ROI for an email list is typically $38 for every $1 spent. We set up your email database and create your marketing automation workflows that helps build your list and ensures that it never goes cold. We tailor your messages and offers according to the buying stage your prospect is in.
Based on our content plan, we start creating the necessary content assets. This includes both regular blog posts as well as lead magnets. Lead magnets are more valuable pieces of content that your visitors would be willing to give up their contact details for. These are typically guide sheets, eBooks, whitepapers, infographics or videos.
There's no point creating a masterpiece if no one sees it. You need to have a plan on how you can promote your content. As a general rule, 40% of your time should be spent creating content while 60% should be on promoting it.
CONTACT OUR CONTENT STRATEGISTS
TO GET STARTED
So, you’ve read through our copy and you’re interested in building relationships with your customers and becoming a thought leader.
Then our Content Marketing program is what you're looking for.