We help you strengthen prospect relationships and produce qualified leads with powerful content.
Lead generation through content marketing doesn’t mean sweeping people into a marketing funnel and hoping they come out the other side. It’s a continual process that has to address every stage of the sales cycle.
By getting to know your prospective customers, we can connect them with your brand throughout their buyer journey. And then, when they’re ready to convert, we make sure your company is top of their list.
We operate with the understanding that no two sales cycles are the same. Especially with the various decision-makers involved in most B2B technology purchases and energy deals. We help you tackle your unique funnel and make sure that every audience gets what they need from your content marketing program at the right time.
“INK turns complex data into authentic content our audience has come to rely on.”
Director of Marketing, BuildFax
Personalized and Data-Driven
Our approach begins with research and segmentation – learning more about ‘the who’ behind your prospects. What challenges do they face and how can your company help? Who needs to buy into the decision? And what information do they need to feel comfortable doing so? This enables us to develop content marketing strategies that speak directly to each audience. We’ll also ensure that your brand is providing benefit with its content, not just listing benefits.
A Full-Funnel Approach
With data to back up our understanding of your audiences and their journeys, we design a content program that will keep them moving down the funnel. We drive awareness with the types of content that will resonate with your target audience: blogs, interactive experiences, infographics, videos, data-driven reports, e-books, and more. Then, we can amplify that content to give it more legs. Using tactics like email marketing, digital advertising, and paid social media allows us to be highly targeted.
Moving down the funnel, we support purchase consideration with gated resources, social media, digital retargeting, and paid search. Once a lead becomes a customer, we grow that relationship and foster loyalty. This is where strategies like newsletters, community management, and exclusive promotions come into play.
Integrated Measurement + Analysis
Above all, we have to know what’s working and what isn’t. We track, optimize, and measure these activities through programmatic partners and platforms like Google Analytics, Google Ads, and Facebook, LinkedIn, and Twitter ad managers. This helps us stay agile in our content marketing efforts and focus on the strategies that are filling your funnel most effectively.