It's hard to get the attention of new customers. Even after you collect a lot of positive reviews, have customers that love your services, and optimize your offers to match your core target market, there's just too much competition to be seen.

That's why more and more companies are switching to inbound marketing strategies. Instead of sending interruptive ads to Internet users who match their target markets and might be interested in their services, these companies are creating high-quality content that customers will find once they have a problem or a need.

At first, that seems a bit counter to every marketing practice used offline. Waiting for customers to find you has always been a bad thing; name recognition and catchy ads are everything. But on the Internet, that strategy just doesn't work. Consumers have too much that can catch their attention at any given time, and they won't remember your message if it's not relevant. The medium itself is also different from traditional advertising platforms. New consumers can search online for the answers to the precise problem they have at a precise moment. They don't have to wait for an ad.

How can you be ready and waiting for consumers that you can convert into leads and customers?

In a word, content. Business blogs, white papers, and short ebooks all have the answers that different customer personas are likely to be looking for. The more answers you have, whether it's generalized overviews, technical answers to technical questions, or (even better) a combination of both, the more appealing your brand is to your preferred audience. 

Give away answers on a business blog.

There are a lot of different strategies for creating the right content that can draw in the most valuable prospective leads for your business, and all of them are valid. Many times, a business blog is a good fit for your business. You can post helpful how-to guides and tips for DIY solutions; this content establishes your company's helpfulness and reliability. You can also publish posts about industry updates and complex problems in your target market's world; this demonstrates your company's subject matter expertise. That's why a business blog is so useful for inbound marketing. You can fill up your posting schedule with any content you think prospective leads will be looking for, all in a centralized, interconnected hub of embedded links and recommended further reading. And there are a lot of different blog post styles you can use.

Once web visitors trust your brand, offer more content through a mailing list.

But a business blog isn't the only option. You can also create gated content, such as ebooks, checklists, or templates that help consumers solve more complex problems. Because you're offering more valuable and interactive content, you can use these pieces to build your subscriber list. This is a common trade that many consumers expect. They'll give you their email information and a certain amount of real estate in their inbox, but only if you provide helpful content now and seem likely to continue giving them valuable content in the future. As long as you keep up your end of the agreement, you can nurture your leads and start converting them to paying customers by continuing to build trust and offering high-quality products.


But that's a lot of content creation.

How can you create wide-reaching content without using up all of your marketing department's time and budget?

As you diversify your content from blog posts to subscription offers and paid packages, you're not starting from scratch every time. Most articles only scratch the surface of the information you know. That means you can easily turn a basic article into a more detailed step-by-step guide with tips and a few do's and don'ts. With a bit of organization, you can readily identify gaps in your content library and make a list of future topics. Many times, thinking about what to write next is the hardest part of content creation.

But even after that, creating content that reaches all of your prospective leads is challenging. There is a huge time investment into every article and video, especially if you want to make sure the wording is just right and your audience can enjoy the experience. So instead of spending all of your time creating new content, bulk up your library by repackaging your content.

Repackage it into list videos.

Videos are a lot of hard work. If you can make the process easier by using high-quality content you've already created, you're removing a major roadblock to the finished product. 

Your articles can form the basis of a script, or you can use the hours of research to more easily outline an entirely new product. If you have a long piece of content that is either a list or a detailed how-to, that can easily translate into an entertaining video that's easy for audiences to follow

Videos are the perfect content for your social media channels and your YouTube channel. YouTube is a relatively neglected search engine as far as business is concerned. Consumers know to go to YouTube for answers and tutorials, but it's one of the biggest blind spots on most company's digital marketing strategies. Building a library of informational videos means consumers have another engaging way to reach you.

Videos don't have to be flashy, well-directed films, either. You can have interviews, animations, or just someone speaking into the camera. The format of the graphical content doesn't matter so long as it's engaging and easy to follow.

Content creation is a process that involves a lot of steps. But once you get started, very little of your content creation starts from scratch. You'll build a long to-do list of good post ideas, and you'll know which topics to build on. Even better, you can reach new audiences and convert more leads with the exact same content and a bit of repackaging. If you want to get your content creation strategies off to an easy, organized start, BOLD Worldwide. We can help you get your brand noticed when your target market is ready to find you.

Growing BOLD – Docu-Series