Communicating your message to the market can feel overwhelming and like a burden, with more channels than ever and busy digital routes to market.
The Problem is Overwhelm and Inconsistency
At NWI Business Solutions, we see this all the time and hear from founders and leaders who know they need content and more information to help buyers see and better understand their company and solutions. But the companies often feel overloaded and have no way to consistently produce this content. Alternatively, we see that they will have a spike in producing information, blog articles, social media content, then get a new account and suddenly disappear off the map.
More is Just More, Not Better
One of the most common mistakes we see is teams trying to create new content for every single channel. The art of effective marketing is repurposing it in a meaningful way that shows up across channels. This doesn’t mean simply cutting and pasting from one to another, but instead thoughtfully repurposing. NWI Business Solutions really shines in being efficient yet effective in positioning, messaging, and storytelling.
And now, with AI, some companies have assumed technology can do it all. Yet, we’re already seeing a huge backlash where what’s being written sounds very generic and could be written by nearly any company. It doesn’t capture the unique aspects of what your company does, the valuable case studies, how clients are actually showing up. The bland writing or imagery is missing the soul and true story of your brand. Using AI effectively in your digital strategy requires the right approach.
Tying Your Content Together
We have worked with several companies to create meaningful articles that cross-link to other content and prioritize the most important topics. We helped them repurpose core content for social media, including direct quotes and specific examples of how clients benefited. Next, we analyzed the metrics to measure engagement scores and compare performance across channels. They started to receive more inquiries, which led directly to more business.
It can feel daunting to know where to start or what to prioritize. At NWI, we help our clients with a clear strategy before diving into content. Our goal is to translate your founder’s or executive’s strategy into a marketing and sales plan that reaches your ideal customer.
We help identify positioning and paths so they can see the problems you solve, how you’ve done that with others to build trust and credibility, and the value you add. Once you have that trust and credibility, it’s much easier to build on it and develop a solid proposal and solution. We help you measure the results and adjust course.
Moving Through the Process
One way we help buyers do this is through the NWI Attract-Cultivate-Retain ProcessTM. We support clients through each phase of the buying decision.
Attract: We start by helping you create the right content and messaging to attract new leads and buyers. The content educates them on both the challenges and the solutions.
Cultivate: We work with you to nurture and cultivate relationships so prospects gain more information along the way and can convert into paying clients. If they’re not ready, we can keep them informed so you stay on their radar for the right time.
Retain: In the retain phase, your satisfied customers can advocate for you. For example, we can write up a case study, which also helps promote both companies and tell a deeper story.
Data-Driven Results
One of the most important parts of this process is measuring what’s working and what could be adjusted. But you need to give it time and compare, truly test out copy or marketing materials.
Measurement is critical to this process. Too often, companies aren’t even measuring the activity beyond whether they receive calls. There are many ways to not only measure but also test what’s working. Here are a few content opportunities and where NWI can help you create content:
- Website pages and messaging including SEO & AI (AEO, GEO)
- Blog articles and thought leadership
- Sales presentations, one-pagers and leave-behinds
- Email campaigns and newsletters
- Video assets
- Social media strategy and content
- Case studies on customer stories and testimonials
No Need to Go at it Alone
Now that 80% or more of the buyer’s journey involves them conducting research on their own before they even meet with your sales team!
Most leaders and founders would never dream of doing all the financials, taxes, or legal work themselves. Yet, when it comes to marketing and messaging, too many companies try to do 100% alone. Many quickly get frustrated or simply stop when they get busy.
We work across companies and industries to customize a plan for you that delivers results, based on our experience and your goals.
If you’re tired of trying to do it all yourself, let’s talk.
Email me at norine@nwibusinesssolutions.com to start a conversation. My team and I would be happy to meet and review your opportunities for a content plan.
This article is authored by Norine Wiebmer, president and CEO of NWI Business Solutions, where she helps companies grow by fostering strong relationships and leveraging strategic sales and marketing strategies.