﻿Day 3

Subject: [firstname]: What do you want from content marketing?

Hey [firstname]!

Yesterday we talked about strategy and tactics.  In order to have a coherent strategy, you first have to define your objective. This leads to the question:

What to you want to achieve through content marketing?

There are lots of things you can use content marketing for.  I suppose the most common one is Brand Awareness.  As the name implies, you're simply making people aware of your brand and what it does. You're piquing their curiosity and getting them to use their own initiative to find out more about your business and its products or services.
Another good use for content marketing is Website Traffic.  Again, you're making people curious about your business and getting them to visit your website where you can go into more details about your products or services and perhaps engage them with more direct sales efforts.

Then there's Audience Engagement.  The longer people stay on your website or blog, the lower your overall “bounce” rate.  This statistic is used by search engines when they're determining your ranking in the search engine results pages (SERPS).  They figure that if you're holding peoples' attention, your site must be interesting and more people would probably like to see it.

Customer Retention and Loyalty are also good objectives.  The more often people revisit your site, the greater your chances of making a sale.

Finally, you can use content marketing to Increase Your Marketing Return on Investment (ROI).  In this context, you'll probably be using content marketing as a part of your overall marketing strategy.

Or do you have something else in mind altogether?

Note that none of the objectives we've discussed today involve direct selling.  Instead, they simply guide your prospect towards your sales funnel and help make a future sale more likely.

Talk soon!

[Your Name] 

PS. I go into more details in my 30 day content marketing blueprint.  Get your copy now from [link to sales page].
