Why And How To Connect With Prospects With Content Marketing

It's no secret that a high quality, targeted content marketing campaign can take a business owner's conversion rates from average to exceptional. Yet what many brand leaders don't know is that marketing their content to executives during their down time can be the key to connecting and converting them with excellence and expedience.

To recognize why and how downtime is golden time for local content marketing, think of the executive who has an extra ten minutes to spare due to a flight delay. During this time period, executives will likely use their mobile devices to check for consequential emails or read the news. In addition to using their mobile devices at a time like this, executives tend to be multitaskers who use any free moment of the day to do business, think, or work. In fact, one study found that 44% of executives check the news as soon as they wake up.

In recognizing the fact that business executives will likely spend their downtime online, it's important for brand owners to master the art of marketing content to these individuals. There are multiple strategies you can deploy to make this happen. Four of them include:

1. Speed at which content loads
As many marketing mavens know, content loading time matters. Inquirerers to your page may lose interest if it takes more than than three seconds for content to load. According to SOASTA, 2.4-second load time entails peak performance. Even Google has noted the importance of this loading time, revamping their technologies in order to optimize page loading times. Downtime is important for executives, and they are not going to spend those seconds waiting for a page to buffer.

2. Business executives are typically focused on solving a problem when searching news outlets for ideas. Content that provides a definitive solution to a problem or at least a step in the right direction allows for greater results. New and creative ways to approach setbacks and problems in the business world will have a more positive effect than content that just simply states a solution to a general problem.

3. Mobile devices are the new the morning newspaper. As moving targets who are constantly living online via their smartphones, executives will likely come across various forms of content while using these devices. the optimization of mobile devices is a must, because much of the content that these executives are viewing are in mobile form. Product pages, videos, online reviews, and other content on your page need to have mobile forms. Responsive web design is typically the best way to make your content marketing campaign mobile friendly.

Note that one of the goals with a content marketing campaign is ensuring that the brand becomes visible to as many members of the target audience as possible. Making the content shareable is necessary because it ensures that your readers or viewers are forwarding your videos and articles to the individuals in their social networks. A link button to share via Twitter, Facebook, or Email  will attract more users than if there is nothing available and they must do the work to share the link themselves. There are multiple strategies you can deploy to optimize shareability, some of which include using the right title and implementing aesthetically appealing or eye-catching images.

Business owners who want to optimize their conversion rates should know that implementing effective content marketing techniques can help them realize the goal. As you develop your content marketing campaign, make sure that you are optimizing your ability to connect with executives by developing the type of videos and articles that they will read during their down time. Marketing strategies will change with the time as new technologies are developed, but the age old “time is money” mantra will never go out of style. Allow ease of access to your content and allow prospects the gift of time during their research and you will receive more positive outcomes.