Just because a company blogs a lot doesn’t necessarily mean it’s strategic and profitable. It will most certainly increase website traffic and brand visibility, but that doesn’t always equate to more revenue. Blog posts, content on standard web pages, press releases and company news are all a part of content marketing, but they have no on-page barriers to consumption.
For a website visitor, a mouse click and the 4 to 10 seconds spent scanning the content is the extent of his or her commitment. Content marketers need to establish barriers to consumption on some content in order to identify, qualify, segment and score those website visitors with potential to become customers. The greater the barrier, the number of barriers overcome and the type of barriers overcome determines the likelihood of a content consumer being a qualified prospect.
With advanced analytics, marketers can use the above barriers to content consumption to build a true working online sales funnel. Once built, marketing automation and multichannel lead nurturing can widen the funnel and accelerate prospects’ journey through it. Tomorrow’s post will take a thorough look at the content marketing sales funnel and how to construct it.
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