To promote sales traction with content marketing, a focus is established on offering quality content to the target audience at all stages of the sales funnel.

But how to put this sales traction strategy with marketing into practice?
Content marketing is one of the best digital marketing strategies. It consists of creating and distributing relevant and current content to attract, engage and convert a lead into a customer.

In this sense, the objective of content marketing is not to sell directly, but rather to offer information that resolves doubts, solves problems and meets the needs of a company’s target audience.

Through content marketing, a company can establish its authority and credibility and build a relationship with the customer.

But to establish a successful strategy, you need a team of experts who will know exactly how to attract with value and convert with strategy.

Top of the funnel: Attract with value
The foundation of a content marketing strategy is the creation and distribution of quality content to your audience. Content can consist of blog articles, e-books, whitepapers, infographics, informational videos, podcasts, among other formats.

Content needs to be informative or educational and needs to bring genuine value to readers, especially in answering questions, resolving problems and providing insights. Your company needs to become a trusted source of information.

For example, if a company specializing in personal loans wants to attract potential customers, it could publish articles on economic trends, personal finance best practices, and step-by-step guides for solving common problems.

Content with these thematic axes not only attracts the attention of the public interested in personal credit, but also establishes the company as an authority on the subject. This is one of the strategies that Agência NoAr uses in Simplic’s content marketing.

Middle of the funnel: Convert with strategy
The conversion stage in content marketing involves directing a lead to the middle of the funnel. You can do this in three ways:

Assigning calls to action in content – the famous CTAs;
offer rich content in exchange for the lead’s contact information through an e-book or White Paper (we did this in exclusive Inbound or “Inboring” Marketing content);
or even when segmenting content for different stages of the purchasing process.
Through this strategy, your company can develop a segmented mailing list, made up of people who show or have already shown interest in the products or services offered by your company.

Bottom of the funnel: build lasting relationships
With a content marketing strategy, the conversion stage is just the beginning of a lasting customer relationship through the continuous delivery of quality content that keeps your customers engaged with the brand.

Keeping customers interested in your brand after purchase greatly increases the possibility of customer retention and loyalty and can pave the way for them to become advocates for your brand.

The post Gain sales traction with Content Marketing appeared first on Publicus.

But developing a humanization strategy for startup marketing involves balancing the desire to build solid relationships amid the incessant search for innovation and digitalization, often prevalent in a technology company.

Does it seem like a difficult equation to solve? So stay with us, because in this article we will explain how the humanization of marketing for startups can help technology companies gain space in the market and build solid relationships with their customers.

Why is the humanization of marketing for startups important?
Brazil has 12,700 startups, according to the Brazilian Startup Association. Ironically, these companies born digitally face the challenge of gaining consumer trust in the dynamic and competitive scenario that is the internet.

Hypothetically, this would be easy to solve, as a startup offers an innovative product or service, right? But for any innovation to reach consumers, it is very important to establish a marketing strategy for startups designed with what the public is looking for in a brand.

And it is precisely in this context that the humanization of marketing for startups comes into play, a strategy that is increasingly valued every day, as its objective is to place the customer at the center of all actions to establish an authentic and lasting connection.

To work, a humans first strategy is based on two objectives:

Grab the consumer’s attention…
Earn your trust.

Why invest in the concept of humans first in marketing for startups?
When we think about applying the concept of humans first in marketing for startups, we need to establish communication that works for both the internal and external audiences.

Therefore, the first objective when investing in this trend is to attract talent, the famous Employer Branding. After all, qualified professionals value companies that have an organizational culture focused on people and demonstrate genuine concern for employees.

The post Marketing for startups: 5 “Humans First” tips in practice appeared first on Publicus.

For companies that are at the beginning of developing a scalable business, it is necessary to implement some marketing pillars such as growth hacking, paid media, among others, so that the company can grow faster and more solidly.

In this article, we will talk more about good marketing practices for startups and how we can help you scale your business efficiently, with planning and implementing a successful strategy.

First of all, know who your persona is
Persona is much more than target audience. She is your ideal customer, identified through a lot of research (including field research) and analysis.

While the target audience covers more general demographic data about your audience, the persona defines behaviors, habits, motivations and personal goals compiled into a single “person”: your ideal customer.

It is this persona that will guide your marketing plan and all your strategies, especially content production. In fact, for content to be, in fact, effective and relevant, it is created and disseminated in sync with the moment of your customer’s journey, mirrored by the in-depth analysis of your persona.

Produce innovative and interesting content
Anyone who is launching a startup on the market certainly has a lot of relevant content to share, including market data and research that are essential for their journey as an entrepreneur.

These types of content can be used as a first step in the consumer’s journey of discovering the startup, who will be educated with each piece of content you share.

The dissemination of relevant content without explicitly selling the brand is one of the pillars of Inbound Marketing that makes startups grow, and, by investing in this strategy, you can generate much more engagement and authority, positioning your business more assertively in the market.

The post Marketing for startups: how to create a successful strategy appeared first on Publicus.

To answer these and other questions, we will bring some insights and trends in Employer Branding in 2023, moving away from practices that have fallen into disuse in this area that grows every day, even with home-office work.

What is Employer Branding?
Popularized in the 90s after the publication of an article written by Simon Barrow and Tim Ambler, references in management consultancy, the term Employer Branding is used to refer to a strategy that combines brand management and people management so that the company’s reputation company towards employees and new talents.

Through the development of professionals, in addition to the creation of actions aimed at valuing the company’s human capital, it is possible to attract and retain talent in an increasingly competitive job market.

For example, if, on the one hand, one of the objectives of the communications and marketing sector is to create a good brand perception among customers, the main objective of Employer Branding is to create a good brand reputation among new talents looking for a job opportunity. After all, around 96% of professionals research the reputation of a potential employer before accepting a job offer.

It is important to remember that there are some very valuable benefits for the company that applies Employer Branding in its operation. A strong employer brand can reduce recruitment costs by up to 43%, according to research led by LinkedIn. Furthermore, it is possible to attract more qualified candidates, making the brand more attractive to the target audience.

However, anyone who thinks that this strategy is applied only in the recruitment and selection process is mistaken. When the professional is hired, a second phase of Employer Branding is applied so that this talent grows together with the company, yields good results for both parties and contributes positively to productivity.

3 ways to keep employees motivated during a crisis
As a manager, it is inevitable that at some point in your professional career, you will have to deal with a crisis within the company, whether temporary or long-term.

Communication with your team in more critical times can be a challenge if not well managed and it is extremely important to know how to keep employees motivated during crises so as not to lose your team’s talents.

Create true connections with people in the company
The feeling of being deceived is one of the worst we can feel, including in a professional context. Therefore, transparency is essential for there to be trust in the relationship between brand and employee. Obviously, there are confidential issues, but it is important to recognize and validate employees’ feelings so that this connection is truly established and your team has confidence in you.

Furthermore, highlighting that unforeseen events and problems happen is essential. At this moment, what differentiates a good employer brand from a common company is the way managers conduct feedback and understand the best way to deal with adversity, identifying errors to repair them with the collaboration of the team involved.

The post Employer Branding: as a motivated maintainer or collaborator during a crisis appeared first on Publicus.