We're in the age of the educated buyer. Hardly anyone makes a purchase of any size anymore without doing some research online before buying. This shift in buying behavior means that marketing and sales processes have to change as well. Brute force sales methods only work up to a point. Modern sales and marketing teams need good lead intelligence. They need to work together to get it.
At some point in the lifecycle of almost every company, a rebrand becomes the right choice to move forward. Lots of reasons may lead to a rebrand decision.
As content marketers, we live and die by Google's algorithms. Recent years have shown us a shift in the way Google handles keywords and their relationship with search. The old tried-and-true method of creating lots of pages that rank for specific keywords is no longer the best way to get found.
So what is? Topic clusters. What are those? Glad you asked.
What’s your company’s most important brand asset?
I sure hope your reply was your people. I hear people categorized with buzzwords like human capital, personnel, and even FTEs (full-time employees) all the time, but none of those give warm fuzzies. In fact, they are meant to do the opposite. They create distance between you and the people that work for you.
I think it's crucial to remember that above all else; employees are people first. They have feelings, families, dreams, and goals. In today's business world, this line of thinking often gets lost, but that's not the only thing missing when your people are just titles in an organization chart. Whether you are a massive global conglomerate or the smallest family business, you can't build a timeless brand without a culture that celebrates and elevates your people.
With a new year comes the optimism that we have new opportunities to perhaps fix the things that didn't go as we planned last year and improve upon the things that went well. It is a clean slate, a new beginning!
In the first two Content Marketing articles, we discussed both the awareness and consideration stages of the buyer's journey. We touched on the types of content work well for each. We'll dive into the decision stage in this final article of the series, but first, let's do a quick recap of where we started.
Consideration stage content has one primary purpose, to compare and contrast various solutions to a known problem or opportunity. Information at this Content Marketing stage should still be educational. It should help prospects decide what to do next.
Content Marketing might mean a lot of things to a lot of people, but most people agree on one thing. A good content marketing plan should include content for each of the three stages of the buyer's journey.