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Experienced Content Marketing Strategy Deploys A Hub-And-Spoke System

If You Want Leads And New Customers, Content Marketing Needs Strategic Thinking

Your content marketing efforts must produce results. If you’re not seeing leads from your content, if your content is not helping you close new customers and if your content is not pushing up your close rate and pushing down your sales cycle, then it’s probably because you don’t have the right strategy behind your content creation efforts.

There has been a lot of chatter lately about content marketing strategy and a defined methodology behind content creation. It’s like people just realized you can’t simply create content and expect results. We’ve been using our proprietary hub-and-spoke methodology to create content for years because it allows for incredible efficiency in the creation process, it connects the marketing tactics to tell a consistent and powerful story, and most importantly, it produces results.



Why Your Content Marketing Is Probably Off The Rails

Content Marketing Needs Strategy In Order To Work

Content marketing is probably more popular than inbound marketing these days. Ask any respectable marketing executive whether they’re using content marketing, and they’re bound to say, “Yes, of course we are.”

But, are they executing it in a way thats driving leads? Probably not.

So, how do you know if all that time and money you’re putting into content is working? How do you know if people are reading it? How do you know if it’s moving prospects down the funnel? How do you know if people are sharing it? How do you know if it’s helping you rank for strategic keywords? More important, if it is working, how do you know if it could be working even better?



5 Steps To Optimize Your Sales Funnel With Inbound Marketing

Most marketers and sales professionals already understand the idea of the sales funnel. First, potential customers learn about your business, entering the top of the funnel. Then, your sales team guides them down the funnel with the goal of converting them into new customers.

Buyer behavior has changed, though, and this calls for a re-imagining of the sales funnel – one that applies inbound marketing strategy to the process of converting prospects into leads.

The key to this new vision of the sales funnel is content marketing.

Buyers no longer want sales people to contact them as soon as they enter the funnel. This kind of aggressive sales approach simply turns leads away, making them all but impossible to convert.

Today’s buyers want information that addresses their pains. By creating and publishing valuable educational content, sales and marketing teams attract leads like flies to a honey pot.

So, exactly how does an inbound marketing-optimized approach to the sales funnel work? To answer that question, let’s break down the process into five easy steps.



Content Marketing: What Numbers Should Be Important To You?

In all of our commentary on content marketing and inbound marketing, we’ve always included a discussion around metrics.

What numbers do we look at to decide if our overall content marketing program is working? How do we know which blog articles are resonating and which pieces of content are turning the most prospects into hot leads for our company?

Today, we are going to dedicate the entire article to identifying exactly which numbers you want to look at daily, weekly and monthly. This should give you a very good handle on how to measure what’s working effectively and what's not within the content portion of your inbound marketing program.