Content marketing may increase your online reach by 434%, so it is one of the most powerful inbound marketing tools at your disposal. Getting the most out of content marketing requires you formulate a strategy for defining which content topics will be the most effective for your company's lead generation efforts.
- Consumers need help
People often turn to the web for help, and reading a how-to article is an efficient way to obtain that information. A well-written, relevant how-to article not only delivers the information that they need in a concise manner, but a how to title has a call to action, which entices click-throughs. This, in turn, provides you with an opportunity to build a strong relationship that will ultimately transform the buyer from a casual web surfer into a qualified sales lead.
- A how-to has infinite value for your inbound marketing campaign
When you create a how-to post, you will be discussing the best approach to achieve a goal related to your company's products and services. This practical need has no expiration date. For example, if you are an electronics company, then creating a how-to that explains to people how to find the best laptop for their needs will always be a valuable resource; the basic factors that one needs to consider when searching for a laptop don't change very much.
- There is always something that you can teach people to do
How-to articles can range from the basics to advanced-level content. There will always be something you can teach your audience how to do. For example, if you run a general contracting business and you recently posted a how-to article titled, "How to Find the Best Contractor for You," and "interviewing each contractor" is on the list of things that a customer should do, then you could follow up with an article titled "How to Interview a Contractor."
- How-to content goes beyond written articles
Although an online article is the most common type of how-to content, this is by no means the only type. You have the flexibility to explain how to do something via virtually any online channel. This includes video, pictures, webinars, podcasts and even social media. This allows you to further tailor your content to the preferences of your audience.
Although you should certainly come up with other types of topics for content marketing, you cannot ignore the value of mixing in how-to articles. It is important to teach your audience the knowledge that your company possesses in order to gain trust from your consumer. With the gained trust, the consumer will become a promoter of your product or service and will generate more leads for your business.
