THE THEORIES OF MARKETING

1. Have a Strategy Simply put, your content strategy is determined by answering five questions: what, who, when, where, and why. What’s your goal? What are you trying to achieve with your content? You’re not writing for the sake of writing; you’re writing with a purpose. That’s what separates general writing from content marketing. Figure out what your company want to achieve from its content. Who are you writing for? Do you have buyer personas? Writing for everyone that’s willing to read isn’t strategic. You need to write specifically for your ideal buyer persona in mind. When can you provide the most value to your prospects? Prospects have a purchasing cycle that starts with researching your industry, product, and company. Handley stresses the point of identifying the right time in their purchasing cycle when you can provide the most value with your content and creating unique content for each point in the cycle. Where do you want prospects to go from one piece of con...

Use Content Marketing to Turn Prospects into Customers For ice-cold prospects (people who have never heard of your brand before or are unaware of the products or services that you sell) to become customers, they need to travel through the stages of awareness, evaluation, and conversion, and you need to create content that facilitates their movement through each stage. Awareness: Prospects first need to realize that they have a problem and that you offer the solution. If people don’t know that they have a problem, they don’t seek a solution. To create awareness, clearly define what problem your products or services solves and then create content, such as blog posts and YouTube videos, to make people aware of the problem and the solution you provide. This content moves your prospects to the next stage. Evaluation: In this stage, people evaluate the various choices available to them, which can include making a purchase with you, buying your competitor’s solutions, or doing nothing t...

A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out. It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals: • how consumer needs and expectations have changed and what this shift means for you • how to build a helpful, authentic, and consistent brand...

The New Rules of Marketing & PR Key Idea #1: Revolutionize your brand with a robust online presence and say goodbye to old-fashioned marketing! The internet is a powerful tool for many things, from downloading movies to video chatting with loved ones. But it has also transformed the face of business, and not just through online shopping! Importantly, the internet has revolutionized marketing. Well-designed websites, powerful images, and engaging audio or video clips are the new tools marketers can use to encourage dialogue, gain publicity and raise awareness for a brand. The internet’s power stems not only from the fact that it’s global but also that it’s fast and free. There’s no question that with such credentials, the internet holds incredible potential for marketers. So how do today’s marketing geniuses use the power of the internet? One example is a rainforest eco-resort in Western Belize, the Lodge at Chaa Creek, which has a talented content team. This team provides...