How to Develop a Content Marketing Strategy

It’s a big promise: perfect content marketing. But it is possible if you understand how content fits into your overall digital marketing strategy. And done right, your content marketing will not only attract prospects, but also move them through a marketing funnel to drive more sales and grow your business.

Methods of Well-Executed Content Marketing

Let’s start with a thorough understanding of what we mean when we say content

You see, most businesses miss out on a lot of opportunities because their vision for content marketing is too small

As a result, they’re churning out content but not getting great results. And here’s why: content in and of itself isn’t what drives traffic and sales

Your content needs to be “perfect.”

Now, what do we mean by that?

Perfect content isn’t about you, your brand, or your objectives. It’s about delivering the right information to your prospects at exactly the right point in the customer journey

1:Perfect Content Marketing is Full Funnel

I know this is Marketing 101 stuff, but stick with me for just a second before I get into the more advanced content marketing concepts we’ll be covering

For an ice-cold prospect to become a customer, they will need to travel through three stages:

. Perfect Content Marketing is Full Funnel
The 3 stages all prospects go through on their way to becoming a customer

Awareness – The prospect must first become aware that there is a problem and that YOU or your organization have a solution for it.

Evaluation – Those who move through the Awareness Stage must now evaluate the various choices available to them, including your competitor’s solutions and, of course, taking no action at all to solve the problem

Conversion – Those that move through the Evaluation Stage are now at the moment of truth—purchase. At DigitalMarketer, our goal at this stage is to convert leads into frequent and high-ticket buyers

Blogs are fantastic facilitators of awareness, but they do a poor job of facilitating evaluation and conversion. And, at the risk of pointing out the obvious, evaluation and conversion are super critical to your business

Top Of The Funnel (TOFU) Content Marketing

The prospects entering the top of your funnel are completely unaware of your solution and, often, completely unaware of their problem As a result, you need content with a low barrier to entry—because at this stage, they have little to no motivation to put skin in the game (such as giving your contact information or money)

You need freely available content at the top of the funnel (TOFU) that…

  • Entertains
  • Educates
  • or Inspires
  • Blog posts
  • Social Media Updates
  • Infographics
  • Photographs
  • Digital Magazines/Books
  • Audio/Video Podcasts
  • Microsites
  • Print Magazines/Newsletters
  • Primary Research

Middle of the Funnel (MOFU) Content Marketing

The big goal in the middle of the funnel is to convert “problem aware” and “solution aware” prospects into leads

Here, we use free content to incentivize prospects to submit their contact information and opt in to receive future marketing

We call this type of content a Lead Magnet.

Lead Magnets can be…

  • Educational Resources (Case Study, White Paper, etc.)
  • Useful Resources (Swipe File, Checklist, etc.)
  • Software Downloads
  • Discount/Coupon Clubs
  • Quizzes/Surveys
  • Webinars/Events

Bottom of the Funnel (BOFU) Content Marketing

OK, it’s point of sale time

What types of content will your new lead need to make an informed purchase decision?

Here are a few…

  • Demos/Free Trials
  • Customer Stories
  • Comparison/Spec Sheets
  • Webinars/Events
  • Mini-Classes

Perfect Content Marketing Is Cross-Channel

  • Website/blog
  • Facebook
  • Twitter
  • LinkedIn
  • Pinterest
  • YouTube

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