Content That Converts: Building a Strategy for the Long Sales Cycle

Content That Converts: Building a Strategy for the Long Sales Cycle

06.04.25 · Ashley Bowen Cook

Business aviation is not a click-and-buy industry. The journey from awareness to purchase can stretch months or longer. That's where content marketing earns its stripes.

When it's intentional, strategic and audience-focused, content keeps your brand in the consideration set throughout that long decision-making window. And when paired with SEO and social distribution, it becomes one of the most effective tools in your marketing arsenal.

Map Content to the Sales Funnel

Start by understanding your buyer journey. For business aviation, that may look like:

• Awareness - Discovering a need, casually researching options
  
• Consideration - Comparing providers, educating themselves on the market
  
• Decision - Ready to talk to sales, request a demo or set up a visit
  

Effective content meets prospects where they are.

• At the top of the funnel, post thought leadership blogs, FAQs and social video to drive traffic and visibility.
  
• In the middle, offer deeper content (e.g., buyer's guides, product breakdowns, client testimonials) to help them evaluate.
  
• At the bottom, make it easy to act. Add clear CTAs, lead forms, scheduling tools and gated offers.

Focus on Quality, Not Volume

You don't need to publish three blog posts a week. In fact, you probably shouldn't. Here's what matters more:

• Relevance - Does the topic reflect your customer's real questions?
  
• Depth - Is it insightful enough to earn time and trust?
  
• Clarity - Is it easy to understand, with minimal fluff and no jargon?
  

Content should educate while reinforcing value. Buyers want to feel informed, not overwhelmed.

Repurpose What You Already Have

For years, we've been sharing with our clients that a good piece of content shouldn't just have a single life. There are opportunities to turn a single asset into multiple formats:

• Turn a case study into a short-form video
  
• Break a white paper into a series of LinkedIn posts
  
• Convert webinar insights into an evergreen blog

Use Data to Guide What's Next

Content should drive action and you should know what's working. Track info and use that data to refine content calendars. Learn:

• Which blog topics lead to form fills or quote requests
  
• Which emails generate clicks to your demo or landing pages
  
• Which social posts get shared and saved

Make It Easy to Engage

Finally, don't forget to make your next step crystal clear. Each piece of content should point the reader somewhere, no matter if it's a blog, a video or a press mention. What action do you want them to take?

• Book a call
  
• Watch a video
  
• Receive services assessment
  
• Read a related article
  

In aviation, content often builds familiarity before the first call. Make sure that call feels like a logical next step, not a leap of faith.

Greteman Group can help you craft a smart, strategic content plan tailored to aviation, your target markets and your goals-then execute it with precision. From mapping your content funnel to developing evergreen assets that convert, we'll guide the process from strategy to implementation.

Ready to elevate your content strategy? Schedule a call with Ashley Bowen Cook to explore what's possible.