If you want your content marketing to increase sales, it needs to somehow promote change.
Change is hard. No one really likes it, even when they know that change will make things better.
Your challenge is to create content marketing assets that will continue to promote that change is a good thing and here are the reasons why.
Content Marketing To The Rescue!
Because we’re still in an economic slump, businesses are more resistant to change when changing means spending money. How can you change that perception? Here are a few ways:
Build trust by showing your prospect that you understand them. Connect with them in your content marketing. Be a friend. No one changes course by being bullied into it.
Focus on the threshold. This is the place where people finally decide to do something different because they reached a point where they can no longer accept the status quo. When you remind people of the cost of staying right where they are, even though it’s making them miserable, you are revealing that threshold — the point where they say, “Enough!” and then consider their options.
Show your product or service as the hero that will make things better. Increase productivity. Save money. Make money. Eliminate downtime. Decrease employee turnover. There are many things your product or service can do that will help your prospect.
Let Content Marketing Do the Nudging
Change is not inevitable. It sometimes needs a little nudge. Your content marketing can help by showing your prospect the value of making that change, the options, and ultimately, the payoff when that change is made.
Change does take time and the reasons why are varied. Sometimes the budget just isn’t there. Other times it may be a stubborn manager who likes things just as they are, even though the current solution may not be productive or profitable.
Let your content marketing woo them, show them how the solution will give them pleasure, and then enjoy that moment when the proverbial light bulb finally goes off above their head. You earned it!