Content Marketing is Part of the Customer’s Journey

Jack VanderleeDental Marketing, General Marketing, Marketing Minute, Videos

Content Marketing is Part of the Customer’s Journey


I want to start this week’s Marketing Minute blog with a big thank you to everyone that responded so warmly and with great interest to the web series. I read and respond to comments, so please don’t hesitate to post them.

Now back to content marketing.

What is content marketing? Well to start, it’s not about reaching out like traditional advertising. It’s safe to refer to traditional marketing as comprising of print and broadcast advertising. Print and direct-mail advertising include newsletters, billboards, flyers, and newspaper ads. Broadcast advertising include television and radio ads.

Now I’m not saying that we should completely stand clear of traditional advertising, but we should acknowledge that new forms of marketing are proving to be more effective and more affordable. And that’s what content marketing is.

Content marketing is about getting found. Getting found in the right places, with the right message. It’s about connecting to the right people.

The Customer Journey:

It’s not about you, your product, or your service. Yet.

It’s about the Customer Journey. A customer’s journey starts with a quick Google search online. They may stumble upon your Yelp page, your website – regardless of where they land on first, it starts by “looking you up.”

When consumers start their Customer Journey, they have 4 approaches to their research that you need to keep in mind:

  • I have a question (e.g. What’s the best RV repair shop in Calgary?)
  • I have a problem. (e.g. At home migraine treatments)
  • I want to go somewhere. (e.g. Searches “Dentist near me”)
  • I want to buy something. (e.g. Searches “Best DSLR camera in 2017”)

F.U.D. is inevitable

When people want to buy a product or service, it’s normal to have F.U.D.

Fear.
Uncertainty.
Doubt.

And I bet you get that too before you sign up to a service or buy a piece of equipment. It’s your job to anticipate your potential customers’ questions and get rid of all that F.U.D. that you are familiar with.

I hope this video and post will get you thinking about why and how people can discover your business or your brand.


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