In all great stories the concept of the hero’s journey is simple. Essentially the beloved hero goes on a quest facing untold difficulty, but rises victorious and returns home transformed.
They have received help along the way, of course. Often taking the form of a sage or wizard. There’s usually someone who aids the hero on their adventure providing guidance and advice, so that the hero can grow into their fullest potential and achieve what they set out to do.
When it comes to inbound marketing the role of the advisor falls on you. Every prospect and customer is on a quest to accomplish a set of goals.
They might not know where their journey will lead them quite yet, but as a marketer it’s your job to act as a constant guide when your visitors need you as a resource and an expert ready for the questions when they need answers most.
Why? It’s your job to act as this constant advisor, because your educational guidance builds trust and long term growth for both you and your prospect or customer.
Content acts as your voice, it enables you to speak one-on-one with the tens, hundreds, and potentially thousands of these heroes who are looking for answers and insights on a regular basis. While in the past this could only be done through blog posts or site pages. Advancement in technology has led to the rise of conversational tools like Chatbox, LiveChat, and social media. So it’s now easier than ever before to engage in conversation.
It’s as if your company is actually by their side, speaking directly to them as a person. This is how online content will enable you to begin developing meaningful one-to-one relationships and do it at a scale!
The rules of content however, are constantly changing. In the past, writing 350-word pieces of content with the correct balance of links and keywords was sufficient to rank well and get in front of your ideal audience.
As more companies began to create more content, search engines needed a new way to surface the most relevant information. Today search engines have dramatically improved and their ability to determine user intent and select the correct website, articles and answers accordingly.
When the goal of your inbound marketing efforts is to create one-to-one relationships, the power of context on your side. When you know your audience you have insights into their motivations, goals, roadblocks and behavior. That helps you create content that’s timely, aligned, and personalized to fit their needs.
Your goal is to provide the right information to the right person at the right time, via the right channel every single time, rather than forcing people to engage with you.
Focus your time and effort on sustainably attracting the right visitors and encouraging interactions with the most potential impact.
By creating content that educates and informs your prospects and customers with context, clarity and creativity, you can start to build trust and establish yourself as a thought leader in your industry.
TSCA is a data-driven growth hacking agency that helps you carry your business forward across the different stages of a product lifecycle by fully utilizing the secrets and tricks of digital marketing.