Using Content Marketing To Turn Your Blog Readers Into Paying Customers…..Here’s What You Need To Know
If you are are not converting your blog readers into paying customers you just might be doing content marketing all wrong.
Here’s how we usually think about content marketing:
- Create amazing content
- Promote content and watch readers share.
- Visitors experience said content and immediately buy something. Cha-Ching!
The goal of your blog shouldn’t be to convert customers – at least not right away – it should be to build advocates and when we position ourselves in this way, we take the pressure off our content.
“It’s the greatest misconception in content marketing – that people are going sign up for whatever it is that you are selling immediately after reading your content”…….says Garrett Moon, Coschedule.com
The process of finding advocates is all about building trust. Content marketing is a process of creating and sharing content with an audience that will build trust and gain customers over time.
Did you know that there is a 5 step process that you can use that will help you to turn your blog readers into paying customers and build that trust?
Garrett explains it like this:
Step 1: Reader
- The first phase of the process is the reader phase.
- It basically means that a visitor has come to your site to read and consume the content that you have created.
- At this point, they probably aren’t yet familiar with you or your brand, so it really is just the beginning of the process.
- During this phase, readers are essentially cold leads, and probably don’t have enough trust in your brand to properly convert.
Step 2: Promoter
- The second phase of the process is to get the reader to share your content.
- Usually this happens via social media with a share, comment, or like.
- When a reader has moved to this phase, they have a officially become a promoter of your content.
- They will probably cycle between phase one and two several times before building enough recognition of your brand to move onto the next phase.
- This is really a process of building trust with your readers.
Step 3: Subscriber
- The third phase of the customer acquisition process falls into the role of a subscriber.
- Here, a casual reader will become a devout consumer of your content.
- The most common method for this is a subscription to your email marketing plan or RSS feed
- Either way, this person has moved to the point where they not only recognize your name/brand, but they look forward to receiving and consuming your content as it becomes available.
Step 4: Advocate
- As your subscriber receives your content over and over, they should slowly transition from a casual reader into a content advocate, frequently recommending your content via social media, and regularly participating in your comments section as new content is published.
- The difference here between a subscriber and an advocate is usually the level of engagement that they have with your content.
- This is an important step, and will only develop when you regularly focus on high-quality content with a purpose.
Step 5: Customer
- After months of blogging, tons of emails, and probably a comment or two, your advocate may actually be ready to become a customer.
- While they may have tried your product during an earlier phase, they have never been more prime to buy than now.
- The beauty of this stage is that they have so much trust in your brand that the buying process should be much easier for them.
Content marketing is a great way to work through this process with customers that you don’t always get the opportunity to develop a one-on-one relationship with and it will lead to long-term sustainable growth all on its own.
At the end of the day……Creating great content and building trust is the real secret to turning blog readers into paying customers.
Way too often, we don’t like to give our content the time and resources that it takes to really become effective. If you are like me, you want to see fast results and immediate feedback on our funnel, but this is the wrong approach.
To do it right, you have to give your content the time and resources that it really deserves and good content marketing takes time, it’s simple as that.
Rather than focusing on converting a customer right out of the gate, start focusing on high quality content, a great experience, and an opportunity to build trust. Watch your funnels over the long term, and sit back and relax as your blog becomes the biggest source of new business that you’ve ever had.
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To Your Success,