When you spend much of your time focused on how to attract, engage, and inform your prospects, you can easily forget about other important audiences. While potential new customers (your identified personas) will rightfully be the object of most of your content, it’s important that you not only promote your materials to others, but also develop at least some of your content with them in mind.
These other folks include:
- Customers — They already know you and have expressed their preference for your products and services through their purchase. But don’t let that make you think they are yours for life. If you don’t create interesting, helpful content for them, someone else will. Plus, these folks are your “low hanging fruit.” They are ripe for the pickin’! If you’ve been providing them with an amazing inbound experience each time they come to your website or call you on the phone, they should be primed to purchase your new offering or an upgrade to the existing one.
- Resellers — As extensions of your sales team, your resellers should know everything there is to know about your products and services. It’s equally important that they be up to speed on other items you send out, even if those items are not related to your product. Prospects may refer to these materials, and resellers [understandably] prefer not to be caught flat-footed. Be sure to include them on your distribution list.
- Partners — Like resellers, your partners have a vested interest in being familiar with all of your content. They want to look “in the know” when talking with their customers and prospects. And, partners that truly desire to see you succeed will share your content with their network, giving your material a much wider audience.
- Potential Partners and Resellers — Developing relationships with partners and resellers is very similar to developing relationships with prospects. Content-based nurturing has a positive impact in both cases.
- Media and Bloggers — While they won’t have the same level of interest in your content that prospects will, you’ll earn points with these important groups if they see that you are producing great material. And if they share it, you’ve just scored some free advertising and SEO points!
- Industry Associations — These groups exist to inform and educate their members. They may not think that every piece you send them is worth forwarding, but if your content is great, it’s likely they’ll share at least some of it. And when they do, it can produce a big surge in inquiries.
- Other Influencers — This category title is somewhat vague, but in every industry there are those people who don’t fall into the categories above, but whose opinions carry much weight among their peers. In fact, “influencer marketing” has become a recognized discipline within the marketing field. So, find the influencers in your market and start influencing them with your materials.
- Employees — If your staff is not consuming your content, you've got a problem. Everyone on your staff needs to be on the same page, and be extremely familiar with what you're selling and how you are positioning yourself in the market.
You’ve put a lot of time and effort into creating your awesome content. Be sure to share it with anyone and everyone who might see it as an opportunity to get to know your company better. Need assistance with development or delivery? We can help!
