Creating effective content is more than just putting words on a page or producing videos; it’s about developing a strategic approach that aligns with your wider marketing goals and your buyer's journey.
Before diving into the nitty-gritty of content creation, it's essential to lay the groundwork with a content strategy and understand the various types of content and stages of the buyer journey. The ultimate objective is to guide users as far down the funnel as possible, even if you don't control the entire buying process.
Types of Content to Consider
You might already be familiar with some content types, while others might be new to you. It’s crucial to focus on a few content types and execute them well rather than spreading yourself too thin. Here are some common types of content you might include in your strategy:
- Social Posts
- e-Newsletters
- Articles (blogs, insights, news)
- Brochures
- Case Studies
- Email Sequences
- Lead Magnets (eBooks, guides, how-to templates)
- Webinars
- Product Demos
- Podcasts
Understanding the Marketing Funnel
The marketing funnel represents the journey your customers take from first hearing about your product or service to becoming your biggest fans. While there are various versions of the funnel, we’ll keep it simple with the following framework:
- Awareness
- Interest
- Consideration
- Purchase
- Advocacy
Now, let’s Break Down Each Stage
- Awareness: This is when potential customers first learn about your product or brand. They might encounter your content through an ad, a recommendation, or a web search.
- Interest: At this stage, they are intrigued and start to explore more about what you offer. They may visit your social media pages, sign up for newsletters, or read your blog.
- Consideration: Now, they are seriously evaluating their options, comparing your offerings with competitors, reading reviews, and possibly engaging with a demo or free trial.
- Purchase: The crucial moment when they decide to buy from you. This could be through an online purchase or an in-store visit.
- Advocacy: This is the ultimate goal where customers are not just satisfied but are enthusiastic promoters of your brand, leaving positive reviews and referring others.
Aligning Content with the Funnel
Creating content is just one part of the equation; you need to know where each piece of content fits within the funnel. This alignment ensures that your content resonates with the audience at the right stage and helps move them to the next stage.
- Awareness Stage: Use social posts, blogs, and e-newsletters to introduce your brand and create initial interest.
- Interest Stage: Provide detailed articles, engaging social media content, and introductory webinars to nurture curiosity.
- Consideration Stage: Share case studies, product demos, and detailed guides to help prospects make informed decisions.
- Purchase Stage: Offer special promotions, detailed product information, and seamless purchase processes.
- Advocacy Stage: Encourage reviews, create referral programmes, and share user-generated content to build a community of loyal advocates.
By focusing on these foundational elements and aligning your content with the buyer's journey, you can smash the content funnel and set yourself up for content success! Catch up on the full masterclass of smashing the content funnel with our tried and tested approach here.