At every step of the purchase process, content marketing provides prospects with useful, branded information in a variety of formats. In addition to laying out marketers’ goals and customers’ objectives at each step of the  buying cycle, the Content Marketing Meets Purchase Process table shows the type of information prospects seek and the formats options available for marketers. Couldn't make it to Social Media Marketing World 2016?Get all the sessions with the SMMW16 Virtual Pass. The Actionable Marketing Guide participates in the following affiliate marketing programs to bring you great products and services. Content marketing fulfills customers’ needs for relevant information at every step of the purchase process. While marketers understand customers’ need to gather information before they purchase, many underestimate the value of providing content to support product usage and how cost effectively content marketing can encourage repeat sales and promote brand advocacy. Here’s how marketers’ objectives align with customer needs and the information they seek during the buying cycle.
To help create effective content marketing, here are seven types of information customers actively seek.
As a marketer, it’s critical to provide prospects with the information they need to make their purchase decision. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
We had this graphic on a Post-It note in our office for months and published it in March 2012. Though we're fans of Eloqua's Content Grid, which inspired this, we think it's a little too 'B2B' orientated, and their v2 is pretty complicated.
Our matrix, is structured to help you think through the dimensions of different content based on how your audience might think and what you're trying to achieve as a business. When reviewing the potential of each content type, you should also think about its potential to attract inbound links to your site to help with SEO. We've grouped all our infographics as a free download if you'd like to print or view enlarged versions. For our round-up of all the Smart InsightsA infographics we've included a spin-off from our original 2012 Content Marketing matrix based on a collaboration with Hubspot to create a Content Marketing Planning Template. I have to say that I love this content matrix and it has certainly pulled things into sharp perspective!
I’d say that often B2B is bottom left quadrant = play it safe, but the matrix should prompt marketers to think more top left where there is likely to be more cut through. Thanks Anna – glad to inspire at the right time and the comments inspire us to create more similar tools. Normally I just read this content from my RSS, but I wanted to follow through to this post and comment to let you know that this is fantastic!
The group has an Oracle 9i ERP solution called ORION supplied by 3i-Infotech (formerly known as ICICI Infotech), Dubai, UAE. IT departments conduct regular trainings on ERP modules and IT induction for new employees. You can click on the above graphic to zoom in on a higher resolution version of that growing landscape. You’ll know the image has rendered properly on your screen if your reflexive reaction is a colorful expletive.

With nearly 1,000 different vendors represented here, the scale of the marketing technology space is staggering to behold. Yes, 1000 different marketing technology vendors, out of which you only know some, all jostling together in the bazaar, is a good thing. It’s a good thing because it illustrates just how vibrant the digital marketing industry is.
Those questions aren’t necessarily easy, but the answers will give you a good roadmap for prioritizing your marketing technology investments.
In the spirit of full disclosure, I included my company, ion interactive, in this landscape, in the Testing & Optimization and Marketing Apps categories. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Scott Brinker is the president and CTO of ion interactive, a leading provider of landing page management and conversion optimization software. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. As a result, consumers can efficiently choose the optimal product to meet their needs while marketers work to enhance customer relationships.
Consumers won’t buy until you overcome their objections and respond to their queries and issues. This is why over 90% of marketers expect content marketing to increase during the next year based on results from an eConsultancy-Outbrain report. Many businesses undervalue the need to offer potential shoppers in-depth content about their products; often posting just the information they’ve received from their suppliers. Until your prospect gets all of her questions answered, it’s hard to get her to put her money down, regardless of whether it’s a new article of clothing or a multi-million dollar system.  This is what Marcus Sheridan refers to as the secret sauce. If your product lends itself to a community, it can be a great way to respond to prospect questions and provide information that helps close your sale. For businesses that are in the fashion and home decorating categories, it’s helpful to show them how to use your products and combine them.
Help your customers use your product better by giving them the recipe or pattern to create their own masterpieces. This includes this simple Content Marketing Planning template below which has a plain background to enable you to compare your current approach to future approach.
I’m not sure I think evrything is quite so mutually exclusive, but visually it works great. The major modules are General Ledger, Receivables and Payables, Purchase Order Processing, Sales Order Processing, Invoicing, Payroll and Personnel, Registrations, MIS etc. It shows how much entrepreneurial talent is being directed into the space — all competing to offer you, dear marketer, better capabilities.
And while making choices can be hard (hey, there is some downside to this massive field too) having choices is good. The use of content marketing gives prospects a fuller understanding of the product in a variety of formats.
Understand that answers can come from your organization and from other consumers via social networks, blogs, Twitter and boards.

I go back to the Greeks agora (literally, crowded marketplace), and think about how our choices are similar.
To this end, it’s useful to use photographs and videos to give customers a 360° view of your product.
This applies to a wide range of products and target markets including food products like King Arthur’s Flour and Kraftfoods and to many yarn companies like Lion Brand that create special patterns to use with their products. While many marketers are afraid of what they’ll find out about their offering, understand that if you don’t offer this information prospects will get it elsewhere. A We created it to help your own brainstorming on content ideas to engage customers and encourage sharing.
Office automation system takes care of computerized fax, email and Internet requirements through smart integration, secured firewalls and ADSL connectivity.
There are hundreds of other great companies selling software to marketers that weren’t included in this landscape, due solely to constraints of time (I did as much as I could over the holiday break) and space (I wanted to keep this to one page).
What matters is delivering amazing experiences that attract and retain happy customers, from their very first touchpoint with your company onward.
You want people on your team who are comfortable digging into these technologies, evaluating, configuring, and orchestrating them — but who do so through the lens of enabling brilliant marketing (not just geeking out on the tech for its own sake). From a content perspective, think photographs and videos or, depending on where you’re located, have in-store events. For many prospects, reviews qualify products – what’s bad for one person is good for another.
Depending on the quadrant(s) that you feel drawn to for your audience, it offers a starting point for your ideas generation. We have used structured cabled network at HO, which provides integrated telephone, and computer network.
Data security is the prime concern and Al Ansari handles that through secured channels of Information Technology. Actionable Marketing Tactic: If you don’t have a community or plans to create one, ask your current customers for input as to the type of information that they found useful. Additionally, where appropriate, link to the specific product details to make it easy to purchase and make it easy to download the specifics. Our employees are contactable even when they are on business or personal trips via email through MS Exchange’s (Outlook Web Access). What does their buyer’s journey look like, and where are the leaks in that funnel where you’re losing them? To this end develop a marketing persona.  If you’re still not sure, then ask them what they need to know.
Building a list of questions helps ensure that you cover all of the information that’s needed and enables marketers to get support from other areas of the business. Another example: knitting magazines do trunk shows to show readers what the patterns look like in real life. For example, Kraft not only uses the brand name in the recipe but also includes a small logo in the shopping list.

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