Reach People Where They Are, From Attraction to Purchase, With Our Ideas 

According to Hubspot’s Content Marketing Certification course, there are four specific steps within every customer’s journey, from a marketer’s perspective — Attract, Convert, Close and Delight, usually pictured as a funnel. When you look at the buyer’s journey (aka the headspace you’ll need to occupy to write your best, most targeted content), you see the same path through different eyes: A curious website visitor becomes a lead, then a customer and eventually a zealous fan.

Many bloggers don’t stop to consider where their target audience might land on this path, and this oversight greatly diminishes their marketing efforts. When you market without the buyer’s journey in mind, you’re essentially making assumptions about what this individual wants to hear instead of exploring what they need and speaking their language.

How can you turn this common marketing oversight around and start writing more targeted content? Let’s explore steps within the marketing funnel and what your customers might look for at each stage.

SEE ALSO: Engage Your Customers With Language That Speaks Directly to Them

Ask A Content Writer

"Content is king!" There, we said it. It's a mantra echoed in every corner of the marketing universe, from freelance professionals to large marketing agencies alike; it's earned its cliché. Content's rise to the throne as King was swift, but you'd have to go back over a decade to understand how it came to rule organic search strategy. That's another blog all to itself, but here's a clue from an old Google Webmaster Blog post that explains Google's pivot away from using keyword meta tags as a ranking factor. What that meant for website owners was simple; don't tell us your content is worthy, prove it. The bar was set. It's a measure that continues to tower over content creators today. In part three of this series, we give technology professionals an inside look at what it takes to create content that dominates online search by interviewing our team of professional Content Writers.

Fact:  All staff Writers at One Firefly are rigorously trained on all manners of the Residential Custom Integration channel, and only write for this industry. They have mastered the delicate craft of writing content that is all together technically accurate yet easy to read, persuasive, and, most importantly, effective. Every month, our writing team regularly cranks out over 400 uniquely tailored articles on behalf of Custom Integrators throughout North America. That's a nice setup to say; their insight is priceless (in our slightly humbled opinion). Read on to get the inside scoop.

SEE ALSO: Working With A Marketing Agency: Interview Part 1

Small businesses are continually weighing crucial decisions that will impact their operations, finances, and reputation in the marketplace. Do they need more Sales personnel, do their technicians need better training, do they need to improve their accounting systems? Arguably, one of the more critical decisions for any small business owner is whether or not to commit to marketing as part of their growth strategy. In part one of this article series, we interview a team of Digital Marketing Account Managers to get their inside take on marketing for technology professionals. We'll explore everything from exposing common challenges technology professionals face, to revealing answers from routine questions small business owners have about marketing. Let's get started.

SEE ALSO: Working With A Marketing Agency: Interview Part 2 

Having a successful website design is all about guiding visitors and driving them into becoming leads. A lot of that comes down to the visual aspects of the site: intuitive menu navigation, dynamic video, project images and clear call to ac...

Make Sure Your Custom Integration Business is Ahead of the Curve One common question we at One Firefly often receive is the following: “Do we really need to be marketing?” We get it. Marketing takes time and effort. And your day...

How Does It Attract a Quality Audience to Your Website? Content marketing is an effective strategy that you can use to not only market your company, but also to build a relationship with your audience. Unlike paid advertising, content marketing provi...

Create Content That Your Will Keep Your Fans Coming Back! The only thing harder than getting to the top is staying there. No matter what your business does, a compelling online presence and a dedicated following is crucial to brand awarenes...

Build Trust With Your Customers And Keep Them Coming Back There once was a time when companies would send catalogs to their subscribers by post—or snail mail as we also know it—to help boost business. While this strategy was deemed to be ...

Target the Right Customers with the Right Messaging, Every Time If you’ve ever sent an e-newsletter or worked with a digital marketing agency, you’ve probably heard of list segmentation. It’s an essential part of any successful ...