This week in hubspot we learned about creating content with a purpose. This is the first step in the covert section of inbound methodology. Content is the message we are trying to deliver. Before the internet, content's main concern was getting space, for example getting a full or half-page ad in a newspaper. Now with the internet, our main concern is getting peoples attention, this has to do with creating quality content. 60% of the sales cycle is already over before a customer ever talks to a salesperson. This means that the power is in the hands of the customers, they don't need to wait for a salesperson if they have a problem or are interested in a product they'll find the information themselves. You better be providing quality content for them to find.
Creating quality content requires a process: plan, produce, distribute, analyze, and repeat. For planning you need to come up with ideas. You need to know your buyer's persona and where they are in the buyer's process. You need to identify what matters, such as keywords, popular industry news, your personas goals and challenges, and so on. For the produce step you aim to turn your content into a real conversation. Make sure you are creating content that help your personas, not just help yourself. For the distribute step it is important to keep in mind that it doesn't matter how good of quality your content is, if it isn't getting to people when they want or need it. The next step is to analyze. Look at number of visits, leads generated, social proof, inbound links, content performance by author, by topic , and by format. Then repeat.
Keep in mind when creating your website, that content is king.
-Caitlin Campbell
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