This is where SEO & long-form content really come into play. The goal with this type of marketing is to bring organic web traffic to your site through search results. Ideally, your target customer enters specific wording into Google (or better yet, DuckDuckGo), and your article/blog post/web page/document/whatever comes up in the search results (hopefully on the first page). Your customer then clicks on that link, ends up on your site, learns about your offer, and then engages with you - whether that's to purchase your product, sign-up for your mailing list, or share your offer with their friends on social networks. Of course, to achieve this end game, your content better be good. Because if it isn't? Within three seconds you could be a forgotten wave in a sea of possibilities.
Content Marketing Is No Joke
1) 53% of marketers say blog content creation is their top inbound marketing priority.
2) 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time.
3) Over its lifetime, 1 compounding blog posts creates as much traffic as 6 decaying posts.
4) B2B companies that blogged 11+ times per month had almost 3x more traffic than those who blogged 0-1 times per month.
5) B2C companies that blogged 11+ times per month got more than 4x as many leads than those who blogged only 4-5 times per month.
6) 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
7) 96% of B2B buyers want content with more input from industry thought leaders.
Blank page got you down?
The War of Art by Steven Pressfield always gives us a good kick in the ass when we need it. Here are three takeaways, along with Pressfield's words of wisdom:
Resistance is your biggest enemy.
"There's a secret that real writers know that wannabe writers don't, and the secret is this: It's not the writing part that's hard. What's hard is sitting down to write. What keeps us from sitting down is resistance."
Resistance preys on fear.
"Master that fear, and we conquer resistance...fear is an indicator. Fear tells us what we have to do. Remember our rule of thumb: the more scared we are of a work or calling the more sure we can be that we have to do it."
The professional acts in the face of fear.
"The professional knows that fear can never be overcome. He knows there is no such thing as a fearless warrior or a dread-free artist. Fear of poverty...fear of madness...fear of death...these are serious fears; but they're not the real fear. Not the Master Fear, the Mother of All Fears, that's so close to us that even when we verbalize it we don't believe it: Fear that we will succeed."
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"Words by Sørensen have been the nicest and easiest people we've ever worked with to develop content. Not only did they ask the right questions, but they always took a very unique approach to our ideas that really helped make our content stand out in the digital space."
- Marketing Team, Motivate Design