What is Content Marketing?
Content Marketing 101
The perfect content delivers the right about of information to your prospects at the right time in the customer journey.
Content marketing is about creating content that gives value to your customer, and presenting it at the right time during the customer journey.
The Marketing Funnel
Content marketing must move consumers through the marketing funnel via assets designed to satisfy these three phases:
- Awareness phase - The customer is aware that they have a problem and you have the solution
- Evaluation phase - The customer evaluates their choice e.g. taking a free trial
- Conversion phase - Convert your leads into frequent buyers
How can you do this?
Create intent based content
Anticipate your customers existing and future needs, then create content needed to address this.
E.g. do they have any common questions or concerns that you could help answer?
Focus on ascension
Ideally you will have an ascension path for every piece of content that you create. What action would like the customer to take after seeing your content?
Anticipate what they will want to do next and create a clear path that gives them the information they need in an easily digestible way
Segment your marketing
Ensure that you understand your customer segments so you can effectively retarget the customer with a relevant ascension offer.
Ensure your marketing is across channel
Make sure you are publishing content that meets your customers in all relevant channels that they may be using to search for or share your content
Make your marketing avatar based
Create avatars of your customers. Who are they? What are their desires?
Ensure that you are marketing assets that satisfy the intent of your customer.
Certain types of content may satisfy multiple or only one avatar.
When creating content keep these 5 things in mind:
- Marketing funnel – which part of the funnel is the asset addressing?
- Avatar – which customer avatar will this content speak to?
- Vehicle – what type of content will this be? E.g. video, carousel, static, slideshow
- Channel – Where will this be published?
- Ascension path – what call to action will be used? What do you want the user to do next?
Many businesses don't have the time to plan content and post frequently, so content marketing is often left behind, but it is a great way for businesses to communicate with their customers and educate them on the brand. If you would like help managing your Social Media, or creating content that moves your customers through the customer lifecycle journey,
contact us for a FREE strategy session.
