How to WIN at Content Marketing in 2023
top of funnel is NOT ABOUT SELLING (1:30)
- optimized for search engines
- types of content
- how-to style content
- answer common questions people ask (2:05)
mid funnel (5:05)
- keep you top of mind for your prospects over time
- grow your email list
- generate demand for your offers
- how to get things done professionally rather than doing it yourself
- types of content
- comparison between you and competition
- comparison between your offers
- product/service demos
- pricing guides
- being helpful but still not selling
- promise transformation, not just information
- this is where you offer your lead magnets
- guide
- checklist
- quiz
- template kit
Bottom funnel
- capitalize on all the trust you have been building
- pre-sell content
- give the info they need to get them excited and make them realize they need professional help to get things done
- blend your selling message into helpful content
- like advertorials
Tips
- eBooks or blog titles should contain words about results
- e.g. how to transform your small business sales (good) vs 5 tips to making more sales (bad coz tips don’t promise results)
- Define your goal.
- Conduct persona research.
- Run a content audit.
- Choose a content management system.
- Determine which type of content you want to create.
- Brainstorm content ideas.
- Publish and manage your content.
- Define Your Goals for Your Content Strategy
- Research Your Audience for Your Content Strategy
- Focus on Your Niche for Your Content Strategy
- Measure Your Results for Your Content Strategy
- Listen to Your Customers to Improve Your Content Strategy
- Amplify Your Content Strategy
- Brand focus
- keeps deployed content on-topic and in-tone
- brand positioning
- business’s outward-facing voice
- a streamlined and well-defined plan to ensure consistent content.
- build goals around outcomes and achievements
- User experience
- ensure that your material engages with your target audience
- developing ideal customer profiles so that your teams can write and design highly-targeted content
- create content that addresses problems within their sector, build trust by displaying knowledge of their industry, and solve problems with a product or service
- Consider which content formats – videos, lead magnets, and thought-leadership articles – are most suited to your prospects
- develop a narrative that will connect with their needs.
- Consider how visitors arrived at your site – What were they hoping to find, and how did you meet those needs?
- creating a customer journey map, and avoid some of the most significant customer journey mistakes.
- Content distribution
- Earned
- Owned
- Paid
- When you publish, where, and how will impact how likely your audience is to engage with your brand
he Brain Traffic model from the book Content Strategy for the Web
- Core. How do we intend to use content?
- Substance. What content is needed?
- Structure. How is content organized?
- Workflow. How is content created?
- Governance. How do we decide what to do