Much like how a department store carefully organizes and displays their goods to guide the shoppers along an ideal route, content marketing does the same for every stage of the sales funnel.
Think about it in terms of educating your potential customers: in the beginning when they are showing initial interest in your service or product, it makes sense to deliver value through a checklist or infographic. If your audience is just about ready to convert, you should be sealing the deal with a juicy case study or customer testimonials.
Before you invest dollars and hours into creating a piece of custom content, take a moment to consider where it will land in your sales cycle. Make sure that you aren’t just focusing on one phase of the funnel but that you are covering every step of it, guiding your audience all the way to the final sale.
To help you visualize your content to your sales cycle, download our infographic and get a quick overview of the types of content that match up to where your audience is in the lead-nurturing process. For maximum return, we’ve also included the appropriate channels to distribute each piece of content on.
For more helpful infographics like this one, make sure to download our colossal eBook on content marketing today (it’s free!).
Content marketing comes with a lot of questions: What will engage my audience? Where do I distribute my content? In what format? And how frequently?
The good news is, the answers are all right in front of you: your audience. Content marketing requires a deeper understanding of your audience that goes beyond simple demographics. A combination of research, social listening, and analytics will give you all the answers that you need.
Spend some time to delineate a clear image of your target audience. The research doesn’t have to be too structured, but don’t just skim the surface, either. Focus on the psychographic side of things: their values, opinions, attitudes, interests, and lifestyles. Make it as specific as possible. Find out where they like to hang out online, what piece of content draws them in the most, what social networks they love, what social networks they avoid. What are their needs, their challenges, their ambitions?
To help you get started, use our target audience canvas to start filling out the four core components that will help you define them. Click here for the fillable template.
For more actionable items like this canvas, download “Create, Curate, Dominate“, our free eBook on content marketing.
By now, it should be pretty obvious: content marketing requires far more than just publishing a blog post and seeing if it works. Tracking and analyzing how your content performs is a critical part of ensuring the success of your strategy. You need to dig deep into the numbers and learn as much as you can from your audience with every piece of content you publish.
But with so many different metrics that you can pull from, it can quickly become overwhelming to know which ones actually matter and which ones are just adding to the noise.
Before you start keeping tallies on everything, work backwards: decide on the main business goal you hope to achieve with content marketing, then figure out the Key Performance Indicators that are aligned with it.
To help you get started, use our handy cheat cards that cover the most common business objective of brands today. Keep track of the corresponding metrics and efficiently know whether or not your content is working in achieving those
Remember: metrics should be looked at in context: numbers can mean different things when you exclude the external factors around it. Be sure to check out the last chapter of our eBook where we delve deeper into how to track your content’s performance and measure the right things.
BONUS: Use our old-school metrics tracker to take a snapshot of your brand’s current online presence. It’s always good practice to write down your goal in numbers and methodically work towards it.
For more actionable templates like this one, check out our comprehensive eBook to content marketing, “Create, Curate, Dominate“. It’s free to download!