Any marketing content you create is really composed with one overarching goal: to get people to read it. Whether it’s content destined for a newspaper ad, a Facebook post or a blog article, the end-goal is still the same.
It’s more important now than ever before for businesses to develop content due to easy access to online information and because of the competitive nature of many industries.  Do you want your prospects learning about your product or service  from you or your competition?

Why do we write?

1. To educate people.

The content you create serves an educational purpose for people interested in learning more about your industry.

2. To build credibility.

You are an educated spokesperson for your industry. Share what you know to position yourself as a credible source of information.

3. To develop a relationship and build rapport.

Your writing gives life to your brand and allows clients to feel connected to your brand on a more personable level.

4. To sell.

Generating revenue is an integral part of a business. Getting people to read your content means they’re investing their time in your business. People can get involved and pay you with their time and money.

A Paradigm Shift in Selling

Paradigm Shift

A salesperson is no longer the biggest influence on an individual’s buying decisions. The paradigm shift means that a person comes into a car dealership already having a good idea of what car they want to buy instead of having the salesperson pick it out for them based on their budget and needs. Depending on the content your business puts out there, a customer may come into your dealership to make a purchase or they may seek out your competition.

Selling used to be an asymmetrical process where the sales person held all of the information and the buyer had very little information. Now, due to the abundance of information flowing freely online, buyers have the information. People have the ability to research products online and figure out what to buy and where to buy it without having to ask a salesperson. In fact, people are contacting sales personnel 57% later in the buying process.

So, what does that mean for you as a business?

This means that 57% of the sales process has already taken place before people contact you. Buyers are educated. The question is: who is educating them?

This is where content development comes into play.

Your buyers are going to find information to form their buying decision from somewhere. Do you want them to hear the information from you or from your competition? One of the major reasons why people are actively writing online, whether on Facebook, LinkedIn or in a blog post, is to increase the chances of people learning from them, not their competition.

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