When filmmakers fail to deliver on the promise of a laugh-out-loud movie like the promos teased, they risk the chance of tarnishing their reputation and losing the viewer completely.
It’s the same with your brand. Everything you do to draw consumers to your site, whether it’s social media, display ads, or even traditional marketing, makes a promise to the potential audience. If you don’t provide content that lives up to that promise, not only will users leave your site right away, they won’t likely come back.
In a nutshell: without content marketing, you not only waste the leads, you kill them forever.
So how can you make sure you’re not murdering your opportunities? The answer’s simple: provide consumers with the content they desire. Keep that content informative, entertaining, and digestible, and consumers will not only love your site, they’ll tell their friends.
Remember, content marketing actually creates opportunities for your company. You can generate sales without actively engaging in selling. You can create loyal customers who trust and rely on you, which gives you more scope to test out new ideas.
Perhaps most importantly, good content marketing allows you to get a deeper understanding of your consumers. You can learn what excites and delights them, and use that information in other marketing channels. You can introduce your brand to potential customers who would never have heard of you otherwise.
So don’t kill the leads. Content marketing should create conversations, not zombies.
