article | May 14, 2013
What Are My Competitors Doing That I Am Not?
Everybody is producing content these days. There’s no shortage of it on any topic under the sun. Unfortunately, simply producing content is no longer a source of competitive advantage.
Ask yourself these questions:
CONTEXTUAL CONTENT MARKETING
Producing awesome content is a given. No one is going to be attracted to content that is just okay. But great content isn’t enough. Your content must be connected to individuals’ needs, wants and interests. Enter Contextual Content Marketing.
Context allows a reader to get to the five Silent Yeses:
Download the Contextual Content Grader to drive more leads by connecting to individuals’ needs, wants and interests. Contextual content is personalized and relevant. It allows a reader to attain the five Silent Yeses. If it doesn’t, it’s just noise.
Most marketing departments are replete with content. So how does a marketing leader take their content and turn it into contextual content?
BUYING PROCESS MAPS
The Buying Process Map (BPM) has three components:
The best marketing leaders are building Buyer Process Maps for their key Buyer Personas. The output is unprecedented knowledge of buyer behaviors. Leveraging this knowledge, marketers can produce contextual content.
The benefits to using BPMs to produce Contextual Content are twofold:
CALL TO ACTION: Are you being outpaced by your competitors? Are you having trouble standing out in a crowded field? The best marketers are producing more leads by generating Contextual Content. They are successfully doing it using Buying Process Maps. Have you mapped the buying process of your key Buyer Personas? If not, you’re falling way behind.
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