Stop Measuring Content Marketing
Update Your Design: Create 'Results in Advance'
The best, most effective content marketers are updating how they execute it. They're designing it for sales. They're structuring blogs, videos and such to produce leads, not friends, followers, shares or engagement.
They also are giving valuable advice away online, in exchange for leads. Ultimately, they're creating confidence in prospects in ways that give "results in advance."
Are you giving away tips and/or samples of what prospects need to achieve things or avoid risks ... getting blog readers or video viewers confident in themselves? Is the goal of your content to make prospects believe they can achieve something they want by giving them the tools to actually do it?
Give Them Confidence; Then Create Hunger for More
What's the No. 1 thing you've got to earn from a buyer? If you've sold ANYTHING you know the answer: Confidence.
Social media experts claim you can earn trust from prospects based on what you say and how you say it.
Hogwash. Bullpucky. Nonsense.
The fastest way to earn trust in this world is to DO something for prospects that moves their needles—that has meaning. This gives prospects confidence in themselves. The best way to do this is give away a sample of actual results in advance of their investing in you.
For example, I empower prospects to make better decisions. Sometimes I teach them a new skill.
When doing this, I always plant a seed: give them reason to think, "Hey, could there be more to discover about ___?"
This makes buyers hungry for more of what you've got and primed for your call-to-action.
Ask Yourself ...
"Are we earning sales by giving prospects access to content that changes our success rate? Is our content structured to provoke focused discussions with customers once they've consumed it?"