/ Content marketingEmail marketing is not dead – in fact emails are still among the leading outbound marketing tools for businesses in 2017. But how do you get your email campaigns to stand out from the crowd when it arrives in someone’s inbox?
There are many things that happen along the way on the buyer’s journey from research to purchase. Understanding the key milestones in this journey can help you increase your chances of attracting – and converting – more of your favourite type of customer.
To convert more visitors to your website into enquiries, your content should not be about your business: it should be about what your customer wants or needs from your business. In sales and marketing, this is known as the WIIFM factor – What’s In It For Me (the customer)?
There are many different types of content marketing available, and blogging is one of the simplest to master. All you need is something to write about that people – in particular, your target market – will want to read.
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Content marketing is an umbrella term that includes all the different ways to communicate within a
marketing, lead generation and retention framework.
To take it a step further, content marketing refers to any piece of content—including tweets, blog posts, YouTube videos, downloadable white papers, email newsletters, webinars and website articles— that is created with the purpose to build a direct relationship with prospects and customers.