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[MUSIC]
Company leaders really need to understand
content marketing, or inbound marketing, because
it's becoming so critical to when people are making decisions about purchasing products.
By the time people usually get to your website
I think the latest number I heard was something like
90% of people have already made a decision whether or
not they're gonna buy a product from you or not.
So that means that before they even got
there they've gone out, they've done their research on
Google, they've asked their friends on Facebook, they've even
posted in different product forums and they've gotten recommendations
of which direction they should go.
And so what you really need to understand is how do you get that information
in front of those customers, to help them
make that decision, and decide about your product.
This is where really where the brand's objectives, or the value of the brand crosses
over with the objectives or the needs of the customer and that becomes relevant content.
This is things like videos that help them answer their questions,
e-books, blog posts, all these types of things help people understand,
oh this is the right type of content, it meets my need, it's a solution to my problem.
These are things that are going to help people
make those decisions before they get to your site.
And the other great thing about making that
content social, is when people then see that, if
they liked it, it helped them make their
decision, they're going to share that to their networks.
And Google and Bing are actually using that sharing as
part of their, their search rank algorithm and they're actually gonna
boost your content up even higher when someone else then
goes to Google to search for a product or a service,
for example.