Selling without selling is a powerful concept. And the best part is that pulling it off is much easier than you think. But before you can weild its power, we must first address the giant, neon-colored elephant in the room...
Content marketing is basically the black sheep of the marketing family. It's the rebellious teenager who refuses to follow the crowd, the hipster who was into vinyl before it was cool. Instead of shoving products down people's throats like a pushy salesperson at a used car dealership, content marketing is all about sharing what you know and being really, really helpful. It's like that friend who always has the best advice, but never forces you to take it.
As our buddy Wes McDowell (marketing guru and all-around cool guy), puts it:
"Content marketing is sharing what you know and being really helpful to your future customers through the content you create and put out online."
So, in essence, it's about earning and attracting attention rather than forcing it. It's like being the cool kid in school who everyone wants to hang out with, not because you're the loudest or the most popular kid at the table, but because you're genuinely interesting and helpful.
The Funnel of Love (Or Trust, Same Thing)
Now, let's talk about the content marketing funnel. It's like a love story, really. You start at the top, where you're just trying to get noticed. This is where you create strategic articles or videos to capture that initial attention. It's like flirting at a party, trying to get that cute guy or girl to notice you.
But here's the kicker. You're not just trying to get anyone's attention. You're trying to attract your ideal customers. It's like trying to find your soulmate in a sea of people. You're not just looking for anyone; you're looking for the one. The one who will love your product, rave about your services, and stick with you through thick and thin.
The Art of Attraction
So, how do you attract your ideal customers? Well, it's all about creating content that is optimized for search engines. Think DIY step-by-step tutorials, how-to guides, and answers to common questions in your industry. It's like leaving a trail of breadcrumbs for your ideal customers to follow, leading them straight to your door.
But here's where it gets interesting. You're not just creating content for the sake of creating content. You're creating content that is genuinely helpful and valuable. It's like giving away free samples at a bakery. You're not just giving away free food; you're giving people a taste of what they could have if they choose to do business with you.
The Middle of the Funnel: Where Things Get Serious
Once you've attracted an audience, it's time to move to the middle of the funnel. This is where things start to get serious. It's like moving from casual dating to a committed relationship. You're no longer just trying to get noticed; you're trying to build a deeper connection.
This is where you create content that keeps you top of mind for your prospects over time. It's like sending thoughtful gifts and messages to your significant other, reminding them of why they fell in love with you in the first place.
Remember... You're not just trying to sell your products or services; you're trying to build a relationship based on trust and mutual benefit.
The Bottom of the Funnel: The Moment of Truth
Finally, we arrive at the bottom of the funnel. This is the moment of truth. It's like proposing to your significant other. You've built a relationship, you've earned their trust, and now it's time to pop the question. Except in this case, the question is, "Will you buy my product or service?"
This is where you capitalize on all that trust you've been building and start conversations and get your audience to act. It's like planning the perfect proposal. You need to show your audience that you're serious, that you're committed, and that you're the right choice for them.
This is where you bring out the big guns: pre-sell content. These are articles and videos that help you sell. They're like those romantic movies that make you believe in love. They show you what's possible, they make you dream, and they make you believe that you too can have a happy ending.
But remember, it's not just about selling. It's about showing proof that what you offer actually works. Testimonials and case studies are your secret weapons here. They're like your friends and family vouching for you, telling your significant other that you're the real deal.
The End of the Journey: A Happy Ending
The journey through the world of content marketing. It's been a wild ride, filled with laughter, sarcasm, and a healthy dose of reflection. But at the end of the day, it's all about building relationships, earning trust, and providing value.
So, what's the moral of the story? Content marketing isn't just about selling products or services. It's about connecting with people, understanding their needs, and providing solutions that make their lives better. It's about being genuine, being helpful, and being human.
And remember, as the great Maya Angelou once said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." So, make your audience feel valued, make them feel understood, and make them feel special. Because at the end of the day, that's what content marketing is all about.
So, go forth and conquer the world of content marketing! And remember, in the wise words of our friend Wes McDowell, "Content marketing is sharing what you know and being really helpful to your future customers through the content you create and put out online." So, be helpful, be genuine, and most importantly, be you. Because you're pretty awesome, just the way you are.