Content Marketing

The 3 Types of Content that Transforms Strangers into Buyers

Brad Smith
October 25, 2011

Everything you do should have a specific purpose.

And that includes your content marketing.

Content is all about getting people’s attention.

Online, people search for what they want or take their social graph’s advice. They’re looking for something to solve their problem or distract them for a little while.

So you shouldn’t just sit down and write whatever comes to mind. You need to have a strategy.

Creating different kinds of content will fit within this strategy. It will move people down your sales funnel and will align with your three major blog metrics.

All of these individual tactics are like puzzle pieces that need to come together to work.

Here are the three types of content that will transform strangers into buyers.

1. Blog

Blogging is all about getting and keeping awareness.

Show them what you can do, and help solve users problems.

Your blog is a critical part of your overall online marketing strategy. But make sure your blog format is good.

This is one of the biggest factors that will make or break your visitor retention. If you can’t keep people reading your blog, then they’ll bounce and that traffic will be wasted.

2. Email Autoresponder

Once you have their attention, then it’s time to build trust.

You need to solve their problems and follow up regularly.

That could mean getting people to sign up for your blog feed or email newsletter.

And what your sending them needs to help them first… remember that people don’t care about you.

Self-promoting newsletters and blog posts will be completely ignored. Building trust begins by putting other people’s needs before yours.

3. Webinars

Now that you’ve grabbed their attention and built trust over time, it’s time to close the deal.

All marketing tactics should eventually lead to your website goals. Fans and subscribers are great, but you want leads and sales.

Creating webinars is one of the best ways to convert subscribers into buyers.

It usually consists of a full hour long demonstration where you solve your audiences problem. This in-depth demonstration really taps into their purchasing motivation.

And it can directly result in qualified, eager leads and sales.

These three types of content are essential to your content marketing strategy. And content marketing is just one aspect of your overall internet marketing strategy.

The quickest and most profitable way to growth is only when you have all of these individual tactics work together.