Creating an ‘About Us’ page? 9 components you might want to include.

About Page

Your About Me/About page is the face of your brand. Besides the homepage, it’s arguably the second most visited page on your site. This is because people want to see the human side of your business and connect with what your company does. Building this relationship is critical to keep people engaged.

Browse the About pages of your favourite sites and consider how you feel about them. Are they inviting? Do they seem casual yet professional? Effective About pages balance the formal and informal to create a humanistic and relatable page. Let your personality shine by looking at these nine styles and real-world examples to help get you started.

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Understanding the Buyer’s Journey in B2B Marketing: The Key to Creating Great Content

The presence of content marketing in the daily life of a consumer has increased drastically in recent years. In fact, 76% of B2C marketers and 88% of B2B marketers implement content strategy into their marketing mix, according to the Content Marketing Institute. However, while many businesses are making use of content marketing, it does not necessarily mean that they are successful at it.

In order to implement an effective content marketing campaign that amplifies your content, it is essential that you create content for each stage of the buyer’s journey. A buyer goes through 3 different stages (awareness, consideration, and decision) before making a purchase. By tailoring your content to potential buyers in each stage of the journey, you are more likely to turn leads for your business into repeat customers.

What is Content Marketing Really About?

In its simplest form, content marketing is the creation and distribution of content. However, it’s really much more than that. In order for content to truly do its job (i.e. “drive profitable customer action”), it needs to be relevant to the buyer that it is intended for. Essentially, a successful content marketing campaign is one that provides value to a specific target.

So how do you make sure your content is relevant for your target audience? Enter the three stages of the buyer’s journey!

The Awareness Stage

When potential buyers are in the awareness stage, they have just identified an issue or need. In order to engage with buyers in this first stage, your content should bring awareness to a specific problem before aligning this problem with various business-specific issues.

To help the customers better understand this issue or need, it’s important to stick to contentthat is educational and can provide further insight. This is not the time to introduce your product – that comes later. For now, the best way to provide value to buyers in the awareness stage is by demonstrating your knowledge on what their pain points are.

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