The Content Engine – from Kim Funk Creative

And how it can impact your business

The other day, I was chatting with a friend of mine who, like me, started a new business this past year. He shared that it’s going well but he was surprised at how long the sales cycle was. Oftentimes it takes three or four meetings to get the yes.

Previously he was self-employed as a successful tax accountant. Not surprisingly, it’s easier to get the yes to doing someone’s taxes. In his new business of financial planning, it takes a while to earn a potential client’s trust and, ultimately their business.

This is exactly where content marketing holds so much value for businesses with a longer sales cycle. It gives customers a chance to get to know you without a face to face meeting each time. Here are some potential ideas for content that can help shorten the sales cycle.

1. Thought leadership – like this blog you’re reading right now, sharing your expertise and your point of view is a great way to build, trust with your potential customers. You share what you know, on a regular cadence and, over time, you build trust with your customers. When they’re ready to buy, you come to mind.
   
   
2. Behind the scenes – these types of posts help customers understand what makes you tick. And they’re very popular – especially on social media. Late millennials and Gen-Z are obsessed with “behind the scenes” content. These posts help establish your personality and relatability. People like doing business with people they like. 
   
   
3. Listicles – Do you like finding everything in one place? I sure do. Listicles are a great way to create backlinks to other credible sites on the Internet – and improve your profile on Google. But, they also do something more – listicles do research for your customers.
   
   Let me give you an example. If you’re searching for ideas for your next blog, you might google, “What’s an interesting way to write about content?” In your search, you come upon a blog that gives you 10 different topics on the topic of content – with examples. And you realize that you now have 10 different topics you could write about. 
   
   
4. Social Media – depending on your industry and the platform, social media is arguably as important as the blog. These short, pithy posts – with stunning graphics get you in front of your audience multiple times a week. They provide a fresh, unique reminder that you are out there – doing business. If you’re not talking about your business, how will people know?
   
   
5. eBooks – I don’t know why, but if you can say you wrote a book on the subject, you become an expert’s expert to some people. But, books seem so daunting! Don’t they? Actually, if you’ve written a bunch of blogs on a related theme, you probably have the beginnings of a book. You can even blog to book. Plan a series of blogs that you can incorporate into an ebook.
   
   eBooks can serve as lead magnets, “The Blogging Bubble is Available Now! Get you’re free copy here!” Link a button to a contact form, ask them to fill out their information so you can send them the book. They’re now part of your mailing list. You can send them the first issue of your newsletter and invite them to subscribe. And speaking of…
   
   
6. Newsletters – are another great way to build trust with your audience. Simply ask them to subscribe to your newsletter at the end of your blog and they’ll be notified each time you publish.
   
   Your list of subscribers and ebook grabbers gives you insight into who might be more interested in your product or, further along on their buyer journey. This saves you time as a business owner because you’re calling warm leads instead of cold leads or just waiting for people to come to you.
   

Back in the day, business owners simply had to hang their shingle, purchase some ad space in the newspaper or time at a local radio or TV station to get the word out. But times have changed. And audiences have too. Content marketing is key to brand awareness, building trust and establishing your audience.

Simple. But not easy. While content marketing can help you get to the “yes,” faster. The work takes time. In fact, content marketing is a field all its own. For those who enjoy writing, it can be a fun addition to your business. And for those who don’t there are content creators to help. 

If you’d like help building your marketing strategy, I’d love to chat. Shoot me an email and let’s start your content journey.

~Kim