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By Joe Pulizzi Founder & Chief Content Officer Junta How to Attract and Retain Customers

Today’s Internet-savvy buyers are hungry for content. And not just any content valuable, relevant content that offers solutions to their problems and helps them lead successful, productive, enjoyable jobs and lives. However, they are also inundated by thousands of marketing messages every day, most of which they ignore. To get through, you need to communicate differently—you need to do more than just sell products and services. You need to provide information. Smart marketers know this and are creating strong brand relationships by providing good, authoritative, even leadership-type content. Already, the average business marketer spends 30% of their marketing budget. | By Joe Pulizzi Founder Chief Attract and Retain Customers With Content NOW Content Officer Junta42 JuqbciM2 Match How to Attract and Retain Customers with Content NOW Today s Internet-savvy buyers are hungry for content. And not just any content . valuable relevant Content that offers solutions to their problems and helps them lead successful productive enjoyable jobs and lives. However they are also inundated by thousands of marketing messages every day most of which they ignore. To get through you need to communicate differently you need to do more than just sell products and services. You need to provide information. Smart marketers know this and are creating strong brand relationships by providing good authoritative even leadership-type content. Already the average business marketer spends 30 of their marketing budget on the creation and execution of content. That number could grow to 50 over the next five years. In 2007 Forrester research showed that 90 of purchasing decisions begin online. In most cases before buyers have personal contact with you they are already armed with information about your company your people your products. This is true whether they plan to buy office equipment or machine tools. What this means for you is opportunity an opportunity to educate potential buyers about your industry possible solution choices best practices and the right questions to ask. In this way you have already begun a relationship that will make it easier for them to buy. That s what content marketing is all about. In essence the customer has initiated a conversation with you before you even know they are interested in your products and services. Sounds easy enough right Wrong. The majority of organizations are set up to sell products and services not to create and deliver consistently valuable editorial products. That s why the content execution seems so unnatural to most businesses. The good news is that by following the roadmap presented here you will be well on