The Content Marketing Institute has a definition of content marketing we can't better: "Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action."
63% of people requesting information on your company today will not purchase for at least three months - and 20% will take more than 12 months to buy (according to Marketing Donut). So how are you going to remain on the shortlist and work your way to the top when they are ready to buy?
This is the power of content marketing. It is an opportunity to nurture a lead and to demonstrate your strategic thinking, your expertise and proposition to the customer by ensuring you get relevant and meaningful content in front of them when they are most receptive. It can take many forms; choosing the right mix of written word, video or online experience that meshes with the target audience profile is invaluable. It's worth spending time and effort to get it right.
It's about the right content, in the right place at the right time and, sorry to reveal, it's not all about you! Why miss the golden opportunity for prospects and customers to interact and generate their own content in dialogs that convince themselves.
Nurtured leads make 47% larger purchases than non-nurtured lead* and in our experience relevant, timely content is critical to the nurturing process.