Content marketing

Create and share valuable content in order to attract, engage and convert 

Content marketing and inbound marketing – a superset

Did you know that the average buyer move through 60-90 % of the traditional sales funnel on their own using content before they get in touch with a company or a salesperson? Or that consumers in average spend 79 days reading up on the internet before making a buying decision?

Content marketing is one of the core components of today’s modern marketing. But what is content marketing really? Content marketing is simply a marketing strategy that focuses on creating and sharing valuable, relevant and consistent content in order to attract a predefined audience – and also engage and hold onto these people.

We see content marketing and inbound marketing as a superset: Content marketing is only one part of the inbound marketing methodology – but without content, there is no inbound. To get the best results you should, therefore, largely include content marketing but not limit your strategy to it.

The two methodologies are dependent on each other in order to function optimally. While content helps the inbound methodology by attracting visitors to the website, convert leads into customers and engage existing customers, there are also other valuable inbound projects that exists beyond the scope of content marketing.

Content marketing is constantly becoming a more important part of marketing and you need to always stay on top of trends in order to be able to give your personas the most popular and helpful content.

Not sure what the trends for 2018 are? Check out our guide to the ten most important trends for the year.

How to get started with your content marketing

To achieve success with your content you need to have in place a plan and a clear strategy. But how do you get started? Who is it that you’re trying to reach out to with your content and how do you create the right content for these people? How often should you publish in order to achieve the best results possible? How do you structure all these content ideas and how do you ensure that your content ranks high in search engines?

1) Get started with company blogging

2) Define your personas and their buyer’s journey

3) Structure all your content ideas in a publishing calendar so that you always have new and fresh content ready to be published

4) Write content with both the reader and the search engines in mind

Get started with company blogging

47 % of buyers read 3-5 blog posts or other pieces of content before they get in touch with a salesperson. The modern consumer uses most of his buyer’s journey to read up on different solutions that might be helpful in solving his challenge so that he can make a decision on his own.

A company blog will, therefore, work as an information channel that answers the questions a prospect might have and lead them towards the right buying decision. Your blog should be aimed towards those type of people that you want to have as customers, also known as your personas, with content that is relevant for these people at the stage they are in their buyer’s journey.

Still not convinced that blogging is the right move for you? Hear us out: B2B marketers that blog gets 67 % more leads than those that do not blog. Not only will company blogging give you more leads, it will also, most likely, lead to more relevant and more qualified leads.

Wish to learn more about company blogging? We have made a checklist for how you can come up with ideas for content, how to format blog posts for both the reader and search engines and how to get people to read your content.

Define your personas and their buyer’s journey

In order to create relevant and interesting content that actually offer something of value to your personas, you’ll have to do two things: Define your personas’ buyer’s journey from the moment she experiences a challenge and all the way until she starts to read up on this challenge, find the best solution and buys a product – and define who this person really is.

The buyer’s journey begin as soon as a person experiences a problem she must solve. The first step most people take today is start searching the web for answers. This is also known as the top of the sales funnel.

In the middle of the buyer’s journey the potential buyer will start looking for solutions to her problem and at the bottom of the sales funnel she will start to evaluate solutions and suppliers up against each other.

To help the lead make the best purchase decision you’ll have to offer the right information at the right time. Now you know what type of information this person is looking for based on the buyer’s journey, however, you’ll also need to know who this person is in order to write content that will push her buttons.

Briefly explained, a persona is a semi-fictional character that you wish to reach out to and eventually close as a customer. This person has a specific concern, a challenge or a goal that she has to reach, and it’s your job to help her get there.

You can read more about what personas are and how you can define yours here.

Structure all of your content ideas

In 2015 only 32 % of marketers had a documented strategy for their content marketing, whereas this number grew to 37 % in 2016. In the same survey, 41 % answered that they have a clear strategy, but that it isn’t documented.

One of the most important content marketing trends for 2018 is exactly this: Structuring ideas and have a clear content strategy. In order for you and others in your company to be able to run a solid and continuous content strategy, it is important that you have an overall plan that everyone follows. This should include what content is to be published at what times and who’s responsible for carrying out the work.

A publishing calendar will, among other things, give you an overview of all the content that is planned and for how long you can keep publishing before you need to come up with more content.

Create content with both the reader and search engines in mind

Search engine optimization (SEO) is crucial if you want to achieve success with your content. Why? Because no one will read your content if they can’t find it.

In order to write content that ranks high in search engines there’s a couple of things you need to have in place – that doesn’t mean, however, that it’s impossible to rank as number one for some search terms. Here are some of the most important things you need to consider regarding SEO:

  • Create content for specific persons (personas)
  • The content should provide value to the reader
  • The content is linked to a key theme or topic

What results can you achieve through content marketing?

Content marketing is all about offering relevant content to your personas no matter where they are in the buyer’s journey. The benefits of including this as a core element in your marketing strategy are many – and the disadvantages of not doing content marketing are even more.

But what specific wins will you get from content marketing?

  • More traffic to the website
  • More leads
  • More customers


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