Content marketing has been gaining popularity in the last few years. It seems that potential customers are interested in getting educational content directed toward fixing their pains. Being the company that is providing this content is a beneficial place to be. Even so, how do you take these content seekers and turn them into money in your pocket?
The content to revenue conversion process can take some time investment, but in the end, it will add some zeros to that revenue number.
The first step in the conversion process it to create the content that the potential customers want. Depending on the company and the products they offer, the material could range from being a simple FAQ page on the company website to an hour-long educational webinar. The key to the content you decide to create is to make sure the focus is on addressing a pain point that your customers or potential customers have.
Inbound Vs. Outbound
Once you create the content, you have to decide the best way to distribute it. There are two ways to get your content in front of your target audience. You can either bring it to them with an outbound strategy or make them find you with an inbound approach.
- Inbound - The inbound method attracts leads to your website using tools such as social media and PPC. This tactic also is supported by organic search, and using SEO practices will help optimize the method.
- Outbound - This practice is a more traditional marketing strategy that involves different types of advertising campaigns including email, print, digital, etc. Outbound also relies on the sales sector to reach out to people directly.
The landing page your potential customers click through to has a few different goals associated with it. The first and perhaps the most important is to gather information. A form should be placed on the landing page to get essential information that will qualify the lead. The second goal is to deliver the content that was promised in the campaign, the whole reason they will hand over their information. The last objective of the landing page is to state your unique selling position or the reason they would choose your company when it comes down to the buying stage.
After all of the leads pour in from your landing page, a process needs to be placed to organize them into MQL's and not ready for sales. If they aren't prepared to buy, then place them into an email nurturing stream. A nurturing stream will keep your company at the top of their mind for when they are ready to buy. The other group of people will get fed into the sales funnel.
If your company has a proper sales funnel process in place, the next step should flow smoothly. The leads will turn out like a finely woven thread straight onto the spindle of revenue.
Check out Content to Revenue - The Conversion Process Infographic for a more visual representation.