If you’ve read anything about inbound marketing you’ve certainly come across this adage: “You’ve got to think and act like a publisher.” Your response was probably something like, “If I wanted to become a publisher I would have gone into publishing!
True enough. But inbound marketing is all about putting out information your prospects need as they consider making a purchase – information from basic education in relevant topics to much more in-depth answers to specific questions and challenges they’re facing. All this information has to be published (in blog form and in content like tip sheets and ebooks) regularly. Just like a publisher.
Once you’ve embraced good content as the best way to attract visitors to your website and demonstrate your value, it’s time to get others in the organization ready (and willing) to pitch in writing. This will be an uphill battle – not only are most people reluctant writers, they don’t believe they have the time to do it.
Here are 4 steps you need to take in order to create a successful publishing culture capable of engaging prospects, building their confidence in your solutions, and getting them to buy:
Your executive team, in particular, will be more enthusiastic about resources put toward content creation if they more fully understand its potential, so share cold hard facts that demonstrate it. Just for blogging alone there’s a wealth of good information available; here are a few highlights:
Provide helpful tips on how to write. Most people don’t believe they can write – or at least write well. But giving every writer simple tips can reduce their anxiety and give them confidence. Here are some of our favorite blogs about blogging:
With a platform like HubSpot you’ll be able to see, in real time, how many visitors your site and blog are getting, what topics generate the most traffic, where visitors are coming from (social media, organic search, etc.), the moment a prospect converts to a lead, what those leads are most interested in, and more. Share these with the executive team and writers so everyone knows how well your collective efforts are performing. Early successes (and if you publish often enough, you’ll have them) create momentum and motivate the team.
Ready to turn your team into a publishing powerhouse? Download our Content Creation Template & Worksheets – you’ll find plenty of simple guidance on how to write everything from a tip sheet to a video script!