Take your pick:
Old Thinking. Never let go of a valuable thought, idea, or service without getting something in return.
New thinking. Bring tangible value to every encounter with a potential client, and keep looking for ways to bring more.
Content Marketing aligns with the new thinking.
Here is the definition developed by the Content Marketing Institute:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
At Coaching for Profit, our marketing mission is to help you create on-point compelling content all the time. Content that targets specific buyers and focuses on all stages of the buying process, from brand awareness to brand evangelism, with highly profitable stops along the way.
Let’s break that mission statement down into its components.
On-point content. Don’t you hate it when you’re looking to buy something, and you find yourself wading through oceans of words describing features, functions and would-be benefits that are utterly irrelevant to you?
Coaching for Profit will help you shape your messaging into a variety of easily digestible formats (lists, bullets, stories) that help your soon-to-be customer get what he or she needs quickly.
Compelling content. People learn through stories. It was true thousands of years ago, and it’s even true for today’s most sophisticated buyers.
Here at Coaching for Profit, we’re storytellers. (If you’ve ever seen one of our presentations, you know how true that is.) We’ll help you tell your story in ways that reach out and connect with prospective clients
All the time. Well, maybe not all the time, but . . .
Wait . . .
Well, okay: All the time.
Nothing looks worse than dated content. You land on a website and the most recent news release is from 2014. Not good. A rusty social media presence is even worse.
Coaching for Profit can take on the content generation role for your organization, or we can teach your people how to generate a steady stream of fresh and enervating content.
Targeting specific buyers. Trying to connect with all possible customers by using the same message means you will never advance beyond general reasons someone should become one.
Coaching for Profit will help you target specific buyers by title, industry and use cases. That way you always have content that goes to what they need, and what they care about.
All stages of the buying process. You know there’s a buying process, right? It’s what takes over when your salespeople decide to wing it.
But, seriously, there’s an investigative phase, a disqualification phase, a negotiating phase, a risk analysis phase, and a handful more. What your customer cares about shifts dramatically depending upon what phase of the process he or she is involved in.
Failure to recognize that can be fatal to your chances of making a sale.
Coaching for Profit works with your sales professionals to keep them aligned with the buyer, and give them strategies to help guide favorable decisions at every phase. And we develop content that can be used effectively as the buyer’s concerns continue to evolve toward the finish line.
Content marketing is more than just inbound marketing. A lot more.
Give us a shout, and we’ll show you the difference. The Coaching for Profit difference.