Any company can boost sales if they do one thing right: influence customers earlier in the purchase process. By the time most customers engage your sales department, they have already progressed 57% through the purchase process, says a study by the Marketing Leadership Council in partnership with Google. That means your customers minds are more than half made up about doing business with you before you even speak to them! Customers base these purchase decisions on the content they find about your business online. Does your business have the right message out there?
Dis-Content: The Role of Content Creator Goes To …
High quality content plays a critical role in customer acquisition, often influencing customer decisions more than the actual product or service being sold. Despite content’s central role in generating sales, many companies lack in a clear and effective approach to creating it. One executive quoted in the MLC study said: “content still seems to be everyone’s job and no one’s job”.
According to MLC, content has historically been a “minor aspect of the marketer’s role in supporting specific campaign objectives” such as product launches or corporate rebranding. In recent years, the demand for high quality content has soared in large part to five factors identified in the MLC study:
- Lead nurturing programs
- Blogging and social media
- Search Engine Optimization (SEO)
- Providing richer user experiences
- Consultative selling methodologies
The assumption that marketing departments will have the time and subject matter expertise to effectively address enterprise content needs results in missed opportunities to generate truly qualified sales leads. This resource gap often results in delegation of content creation responsibilities to junior level employees in the marketing department or even a dedicated in-house content creator who cannot keep up with the thought leadership needs of the business.
Qualified Content Vendors Fill the Content Marketing Gap
“Qualified Content” is a term that we use at My Media Labs to describe custom content created by industry insiders. According to statistics posted by SalesForce:
- 78% of CMOs think custom content is the future of marketing
- 58% of consumers trust editorial content
- 90% of consumers find custom content useful
Subject matter experts with industry experience can be very expensive to employ. Marketing departments can hire content vendors to meet the demands of the business, establish thought leadership and stay within budget.
A word of caution in this area: going with the cheapest outsourcer will backfire. Outsourcing content marketing to non-native English speakers creates new challenges due to language and cultural barriers, especially when dealing with content for licensed professionals. When choosing a vendor make sure they can deliver high-quality results at a price that makes sense for your budget.
Planning for your content needs, with a clear budget in mind, often yields the best results. Check out our free content project planner to start meeting your content demands today.