Why Do You Need Content?

Content marketing is a broad category…

It covers things like social media, email, SEO, video, podcasting, and a lot more.

On a basic level, we all know that we need content but it can often be a struggle to know where you should even start.

“What kind of content should I be creating?”

“How do I make sure the content is good?”

“How do I even know if this growing my business?”

I’m going to help you answer all of these questions so you can get back to focusing on your business’s growth.

Why Does It Matter?

Almost every form of sales & marketing that isn’t a direct one-on-one conversation is backed by content. Whether it’s digital advertising, a podcast, or email outreach.

So having a solid grasp of your content marketing strategy will have a ripple-effect on everything else your business does.

The average prospect needs to interact with a brand 20-30 times before they make their first purchase. With more expensive products/services the required touchpoints only goes up.

Appearing to prospects on a regular basis with consistent messaging is what leads to them making the ultimate decision to spend money with you.

Content is the easiest way to keep your message consistent and reach a massive amount of people.

1 Article can generate millions of impressions
1 Email can be sent to your entire list
1 Podcast can be listened to over and over again

Most content formats have an element of “scale” that you can’t get with traditional sales activities.

You can only cold-call so many times per day.

You can only knock on so many doors per day.

You can only DM so many people per day.

Translating your message, products, and services into shareable content is what helps you reach more people in a day than your sales team can in a year.

Where Do I Start?

The best way to start content marketing is to research your prospect audience.

You need to understand who your prospects are and what they care about before ever writing your first word.

Content is not a one-size-fits-all solution, you need to adapt and adjust your messaging & mediums to fit your unique customers.

People value different things:

• Price
• Value
• Safety
• Adventure
• Excitement
• Luxury
• Comfort
• Charity
• Challenge
• Opportunity
• Education
• Entertainment
• Speed

They also look for these things in different ways:

• TV
• Movies
• Games
• Social Media
• Emails
• Articles
• Books
• Conversations
• Events
• Experiences
• Referrals
• Mail

Take your time to identify WHAT your prospects value most, then figure our WHERE they look for it.

Knowing what & where will allow you to create content that’s relevant for your audience + more likely to get picked up and shared with others.

How Do I Measure It?

The biggest complaint I hear about content marketing is that it’s hard to attribute back to revenue.

“How do I know my blog is making money?”
“I have no idea if my billboards are generating leads”
“We get a lot of leads but it’s hard to know how many are good”

These problems can basically all be solved with either direct attribution or blended attribution.

Let me explain:

Direct Attribution – A history of how a prospect engaged with your business, usually tracked digitally.

Blended Attribution – A measurement of a period of time or sample of data that will have been influenced by a specific campaign.

Direct attribution is the type that most businesses already use to some degree.

• Click tracking
• Form fills
• Call tracking

Are all forms of Direct attribution,

Blended attribution is overlooked by almost ever business that’s doing less than $1B in revenue, and that’s just because they don’t know how or think they don’t have time.

You would want to use blended attribution in the cases that you have “unmeasurable campaigns”.

• Event sponsorships
• Billboards
• Partnerships
• Posters / Flyers / Direct Mail
• Broad Media Coverage (CTV)

Essentially what you’re measuring for is an increase in overall brand-related searches online, uptrends in new revenue, uptrends in referral business, and downtrends in customer churn.

If you can verifiably measure postive movement in these metrics during the dates that an “unmeasurable” campaign is live, then you are likely actually measuring it properly.

The goal would then be to repeat the campaign multiple times to verify that the results are consistent and the data isn’t a fluke.

Need Help Making The Most Of Your Content?

2POINT has been helping companies build sustainable revenue through content since 2006!
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We’d love to chat with you about your content strategy & how you’re approaching 2025 to make it your record year. Click the button below to start a conversation with our team.