Marketing that brings customers year after year after year - The Eight

Inbound Marketing = contend and lead nurturing. Make this content valuable, relevant and evergreen and have a ?lead nurturing program and you will be ahead of your competition immediately.

Getting new customers is the name of the game for any business. ?Developing marketing strategies that will continue to bring customers to the door year after year is the key to driving a business forward. ?Traditional marketing strategies, such as advertising and direct mail, will bring a short burst of new customers, but the leads dry up as soon as campaigns stop. ?They are not building up assets for your company.

What a business needs is evergreen content that is going to continue to drive traffic to a website and bring in new customers day in, day out.

Blog ideas

For web content writers struggling with ideas, over a year or two, you will have built a library of resources for your keywords ? so do not waste any opportunity to leverage more customers from previously popular blogs and articles by repurposing the content.

Pull together how-to?s on similar topics in to mini guides, rewrite articles as FAQs, step-by-steps and revisit anniversaries to update and review ? like looking at a new feature or product one year on and looking back with a review of the year.

Repurposing can also mean redefining content as video, audio or infographics.

Every repurpose gives another chance of catching the attention of a customer.

Creating timeless blogs/articles is a great way of doing this.

Timeless content

Write about topics that readers will enjoy, while offering relevant information to customers looking for solutions to a problem.

Timeless writing means making clear some dates and times to readers ?

• Publication date ? That date at the top or bottom of the article clearly pegs when the article was written

• Spell out dates in the content ? If quoting a survey or writing about a future even, spell out when the event happened ? like the ?figures from the 2010 census say??

• If you have no timeline and quote from ??the latest official statistics?, readers are frustrated because they have nothing to work out when the statistics were actually published

Some content remains timeless ? like how to?s, but product articles will change every year or so as new models with extra features are released.

What the numbers say

Inbound marketing firm HubSpot publish some statistics on blogging:

• 57% of marketers picked up new customers from blogging
• 52% of companies say blogging is the cheapest way to acquire new leads
• Businesses that blog 20 times of more a month enjoy four times more traffic than those that blog four times or less a month
• Businesses with 400 or more content pages generate six times more leads than those with less than 100 pages

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With statistics like that, it?s difficult to build an argument about evergreen web content ? putting up those repurposed pages for web visitors that builds a repository of ripe information is just what everyone is looking for ? so give them what they want.

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About the Author

My name is Eve Whitaker, along with being a loving mother of two karate kids, doting wife, occasional (disastrous) pastry cook and a kindle obsessive?. I provide strategic advice to clients, helping them to find the right path towards successful business development, marketing, promotional and creative strategy. I will try to bring you links to resources, articles & opinions that I think you will find interesting & thought provoking. I will also share my thoughts, opinions & comments on the latest marketing theories & projects. Hope you will find it useful. Any great recommendations for books or cake tips welcomed!

Source: http://www.the-eight.co.uk/blog/marketing-that-brings-customers-year-after-year-after-year/

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