There Is A Right Way To Do Content Marketing - Social Media Explorer
There Is A Right Way To Do Content Marketing
There Is A Right Way To Do Content Marketing

Jeni has had Betsy, her faithful car, for over 10 years. Although Betsy is in decent shape, Jeni finds herself daydreaming about a new car. Her co-worker, Jeff, just got his car back from the shop. This is the third time this month his car has broken down. Here is their exchange in the break room:

Jeni: “I’m thinking about buying a new car, but I don’t know if the timing is right.”

Jeff: “This was the final straw for me. I have no choice. I will be purchasing a new car this month.”

Jeni: “I’m going to do some research to see what’s out there.”

Jeff: “I’m a step ahead of you. I have researched best models for my needs and budget and will be spending my evening searching for tips and tricks for financing. I don’t know what my options are and do not want to make a decision blindly.”

It’s clear that Jeni and Jeff are at two different stages on the path to purchase.

High FiveHow can a car dealership market to both Jeni and Jeff effectively? The answer is by having readily available content that is tailored to every stage of the buyer’s journey! This can be achieved by providing a mix of Informational and Decision-Making content, no matter which distribution platform (Videos, Webinars, Ebooks, Blogs, Case Studies, etc.) you deem most appropriate for your messaging.

Providing a mix of Informational and Decision-Making content helps you:

  • Reach buyers at all stages of the buying journey
  • Increase brand awareness, credibility and trust
  • Generate leads
  • Increase customer acquisition and retention
  • Establish yourself as an industry thought leader

So what is the difference between Informational and Decision-Making Content?

Informational Content

This content offers a general overview or introduction to a topic, product or brand. This information will help educate people in the early stages of the sales process, sometimes referred to as the top of the “sales funnel”. The goal of this information to educate and entice people to want to know more.

If you are, a blog posts titled “Top 10 Reasons to Buy a New Car” and “5 Things You Need to Know When Looking for a New Car”, would be valuable pieces of Informational content to publish.

Identifying what Informational Content is most valuable

Having valuable Informational content ready for buyers at the beginning of their path to purchase is key. Think of the topics that would benefit the buyer by putting yourself in their shoes. Here are some questions, tailored for, to help spark ideas:

  • What are the initial questions people ask when they begin the search for a new car?
  • What information do buyers need first to get on the path to purchase?
  • What misconceptions are out there about the car industry?

While Informational Content sets the stage, helping consumers gain initial insight, Decision-Making Content is what helps make a sale.

Decision-Making Content

This type of content provides detailed information that helps people make a purchasing decision. This information is created to benefit people farther down the “sales funnel” who are ready to make a decision, but need more information. The goal of this information is to provide answers to the final questions one might have before making a purchase from you.

The “Buyer’s Guide to Purchasing a Ford” and “How to Get the Most for Your Money When Buying a Car” are both valuable pieces of Decision-Making content for to publish.

Identifying what Decision-Making content will be most valuable  

Providing the right Decision-Making content is very important. To think of valuable information you can address, get in the buyer’s mindset at the later stage of the purchasing process. Here are some questions to ask yourself:

  • What does a potential buyer take into consideration when choosing between my brand and my competitor’s brand?
  • What unique features do I offer?
  • What information does a buyer need to make the ultimate decision to buy what I have?

The secret to reaching customers is to make yourself valuable to them at all stages of the path to purchase. Providing both Informational and Decision-Making content is going to help you get there.

About the Author

Danielle Terreri
Danielle Terreri specializes in helping brands deliver powerful, creative, and most importantly, effective, marketing plans. Her passion lies in turning great ideas into measureable results through well-planned implementation and a true partnership with each client. As an account manager at SME Digital, Danielle is the gatekeeper of “WOW’ for each client partner.
  • Everything you outlined above is what makes content marketing so engaging; instead of simply pitching your products and services, you deliver valuable information and subject-matter expertise that makes your prospects more educated, more likely to view your company as experts, and ultimately more likely to buy from you. It’s a pull strategy, as opposed to a push strategy.

    • DanielleSME

      You’re exactly right, Patrick. “Push” methods of marketing are not as effective when a consumer has the ability to access information from multiple sources. The potential buyer is going to consume the information that is most valuable, which is rarely the sender-centric message.

  • There’s a right and
    wrong way to approach any content marketing, especially as a startup, and an
    established companies can afford to take a few more risks because if one
    content marketing strategy doesn’t pan out, they still have solid footing.
    For those just getting started, we don’t just go for marketing, but also
    building a brand and reputation.

  • Glenn G

    Having readily available content for each stage of the buyer is definitely key! It helps with the anxiety that buying a car brings to the table. I think one important factor for young adults is how a certain brand of car is perceived by the public compared to the competition. Also, factors like reliability, safety, features and performance are paramount.

  • James

    Great distinction between the two types of content as well as the inclusion of sample information gathering questions. Do you have recommendations for disseminating the information? Is it all posted on the main website or is social media (specifically Facebook or Twitter) ever used to push out the content to drive people to the main website?

    • DanielleSME

      Hi, James-

      Great question. Housing your content in one place (the website) where they can respond to the CTA or take an action is important. You should be leveraging your other channels such as email, social, mobile (if you have it) and in-person events to drive people to the main website.

  • Thanks for sharing, great content : )

  • Hi Danielle terreri,
    Great post, you really share good post about content marketing. This post very nice and appreciate to all. Thank to share this great post with us.

    • DanielleSME

      Thanks, Suraj! Glad you find the information valuable.

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