A few years ago, we were the first to coin the phrase ‘path to purchase’. Now, everyone’s talking about it – content marketing, inbound marketing or lead generation – whatever your choice of terminology.
It’s all about using contagious content to nurture prospect relationships – finding strangers and converting them to delighted customers.
One of our earliest Inbound Marketing programmes was for James Hardie TV Showhomes in the mid-nineties. Unless you weren’t born then or out at the pub every night, this campaign burst from TV screens every evening and drove people to New Zealand’s first ‘extended content’ website.
We engaged writers and photographers who were part of the production team who collaborated on the TVC stories and prepared ‘extended content’ for the website to drive audience engagement and generate leads. Our extended content tapped into the hearts and minds of James Hardie’s ideal customers – inspiring them with design ideas and telling the story of the homeowner, the interior and the exterior of the home. At every stage, people were connected with architects and builders who could help them turn their dreams into reality, and of course, provide James Hardie with hot leads to nurture.
The principles we applied then, still apply today. We plan and create engaging and educational content that resonates with people at the right stage in their purchase process (or buyer’s journey, as we call it today) to generate leads for our clients.
Back in the TV Showhomes days, we had to build this programme from scratch and there was no such thing as social media.
Today, creating, sharing and monitoring content engagement is even more complex as there are so many digital channels available to marketers, which can be overwhelming.
But, armed with a solid Inbound Marketing methodology and the right tools, the time for Content Marketing is absolutely NOW.
We have chosen to become Inbound Marketing specialists. Why? Because it works. It works for us, and it will work for you.
Need more evidence? Here’s some information that explains ‘Why Inbound Marketing?’
What are you waiting for? If you’re looking for the leaders in Inbound Marketing in New Zealand, you’ve come to the right place. We’d love to hear from you.
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