In order to break through, they must use their content to communicate their earnest commitment to the customer. This means striving to create something of value, something that does more than parallel the latest headline trends.
A variety of high quality content will serve as the distinction your business needs to draw the attention and win the trust of prospects.
Help Prospects Recognize Their Weaknesses
Before a consumer makes a purchasing decisions, they have to be certain that their problem or pain point is justified. Is their need a legitimate one? Is it worth paying for a solution?
Through your commitment to guiding your customers in the right direction through the presentation of solutions, you are ultimately validating their pain points. Make sense?
By using your content to bring to light the potential risks of sweeping their problem under the rug, they will ultimately feel more inclined to do something about it.
Like I said before, you wouldn't start digging up your backyard for a pool installation before doing your research would you?
The bottom line is that consumers aren't going to start waving money in your face until they know and understand what you're all about.
Let's say you're a sales consulting firm. The content you create and distribute should seek to educate consumers on effective sales practices, beneficial tools, and the importance of improving their current sales process.
While many business often times pull back with the fear that they are giving away too much, they are failing to recognize that by educate prospects you are essentially building top of mind awareness.
The more they know, the more willing they will be to believe in what you business offers, which is why it is important that your content marketing efforts aim to provide insight and support above all else.
Use It as a Conversation Starter
When it comes to marketing, building and maintaing relationships is the key to simpler sales. As I mentioned before, consumers are looking for a company that they can trust above all else, and opening the door for communication is a great way to convey just that.
The problem is, sometimes it can be difficult to start the conversation or keep an existing conversation going. If you're having trouble finding an in to touch base with your leads, consider reaching out to them with some resources.
By using your library of content to initiate a conversation, your are ultimately educating your prospect and opening up an opportunity for further discussions.