Content marketing is a specific niche within the field of digital marketing. Measure traffic from channels like Google, Facebook, and Twitter. You must have heard of this campaign and if … Google's suggestions are a good source for content ideas. And, at the risk of pointing out the obvious, evaluation and conversion are super critical to your business. Remember, content marketing works with your other digital tactics in a comprehensive marketing plan designed to move people deliberately through your Customer Value Journey. Content marketing is a foundational discipline affecting your search, social, email, and advertising. Salesforce.com has dozens of these customer stories—one for every major industry, product offering, and size of business. To begin with, Social Media Marketing is … Content Marketing has become one of the digital era’s most effective techniques in terms of finding potential clients and retaining the ones that have already bought something.. 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. Perfect content marketers publish content that meets intent in any channel where groups of prospects are searching for and sharing content including: Chances are a single content asset could be published across numerous channels to maximize exposure. Check analytics. I bought that coffee grinder after watching that demo just a few weeks ago. Create a Content Campaign Plan and execute on it. (Shhhhh... don’t tell anyone, but this VERY chapter is educating you about the strategy and tactics taught in our Content Marketing Mastery Certification.). To move a prospect through a marketing funnel, you need to give them content specifically designed to satisfy their needs at each of the three stages. Retargeting blog visitors can help you create segmented leads. Methods of Well-Executed Content Marketing. Content Marketing Planning: The Content Campaign. No problem! Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Now, it’s time to get that content organized and check out the best formats and channels. Every marketer involved in your digital strategy should be well versed in content marketing. Content Marketing … The planning document includes fields for: The Content Campaign Plan is used to align content marketing with business objectives like generating leads and sales. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to … In fact, in most cases, a blog is not the most lucrative form of content marketing. The grinder does a great job grinding coffee and that video does a great job at cross-channel content marketing at the bottom of the funnel.). Also, the agency should have exceptional knowledge of SEO and combine them according to your needs. Smart content marketers know that, with a bit more effort, they can move prospects from awareness to evaluation in the middle of the funnel. The prospects entering the top of your funnel are completely unaware of your solution and, often, completely unaware of their problem. Measure the conversion rate (Page Visits/Conversions) on lead forms, product pages, and other calls-to-action. Here, we use free content to incentivize prospects to submit their contact information and opt in to receive future marketing. Whether for promotions, reviews or SEO, content creation is the most important aspect that attracts customers towards a particular topic, business or service, they are interested in. Content in the middle of the funnel often takes the form of a Lead Magnet. Check out this ascension offer embedded in a blog post. Middle of the Funnel (MOFU) Content Marketing. Consider this piece of content designed to assist prospective Quickbooks customers in choosing the right solution: At the bottom of the funnel, prospects are comparison shopping, so comparison sheets make smart BOFU content. Content Marketing. Content marketing is an essential aspect of any modern digital marketing strategy. We call this type of content a Lead Magnet. ), Educational Resources (Case Study, White Paper, etc. They get more information about a topic they are interested in. Want to create content that converts prospects at all stages of the funnel? It works. While blogs are a major component of content marketing, they’re only a part of the bigger picture. For an ice-cold prospect to become a customer, they will need to travel through three stages: The 3 stages all prospects go through on their way to becoming a customer. Optimize for this existing bottom and middle of funnel intent before going to work on generating awareness at the top of the funnel with an expensive and time-consuming blog roll out. Content brings people to your site, and it’s also the part of your … Take a look at this video to see what I mean: The key to perfect content marketing is understanding existing intent and anticipating future intent, and then, creating the content “assets” needed to address that intent 24 hours a day, 7 days a week. Measure the number of leads generated in the middle of the funnel that require further nurturing before they are ready to make a purchase. It’s a big promise: perfect content marketing. Content marketing is a type of digital marketing that focuses on creating and … Given the fact that content plays a role in virtually all marketing techniques and tactics, there are no goals that can’t be reached using content. It ultimately aims to drive profitable customer action. Over the last 24 months, we’ve been adding content assets (articles and podcasts) at the top of the funnel and we’ve increased website traffic (think awareness) by 1053%. A content asset can satisfy the intent of multiple avatars or it can be published to target a single avatar. Once you’ve mastered these two content types, you’ll want to add more top-of-funnel content to the mix, like a podcast or a print newsletter. (Building this content plan is a snap using our Content Marketing Plan worksheets.). To move prospects through the middle (MOFU) and bottom of the funnel (BOFU) you’ll need other content types. Boosting website traffic is meaningless if it doesn’t result in … Content marketing strategy is much broader than your site though, and includes content on social networks, online publishers, com- parison sites, blogs and many other types of site which help engagement and influence sales. Print Magazines/Newsletters (You’ll need a bigger budget here. Customer success stories are smart BOFU content. This content asset addresses that intent: To come up with valuable content assets, anticipate current and future needs. But you won’t know what people are truly interested in until they give you their money or time. Knowing what the reason and the purpose is important. It looks like this (I know that’s hard to read, but you can access the template by clicking here). Content marketing is one of the most fashionable online marketing disciplines, it is not exactly something that was recently invented. How to create your Customer Avatar so you can architect a content strategy that attracts leads and buyers. You just need to present it in a way everyone understands. Before dreaming up new content, see what you already have. At the top of the funnel, design your marketing to raise awareness for your business, brands, and products. However, effective content marketing is not so easy to find. Notice how Whole Foods, using their Whole Story blog, raises awareness for a sea scallops offer while providing valuable content (recipes and cooking instructions): TOFU content raises awareness of your offers while providing valuable information. What are the terms you need to know as a content marketer? Then, once you've got your content assets built, you're ready to learn how to use digital advertising to drive traffic and conversions. In blog content, prospects can be given the opportunity to opt-in with their email address to get more information about a topic. The content quality is a statement of intent. Be aware of how they “act”, what they want, and how they will use your content. Nowadays, the strategy your business uses to find its target public is completely different from a few decades ago. Sales people who understand content marketing can work in conjunction with your marketing team to create content that closes deals. 6. The content is the catch. And while we’re at it, look at all the bottom-of-funnel (BOFU) content Xero’s content marketing team has built: The best BOFU content answers last-minute questions and gives prospects a reason to buy. The “GC = A” Content Marketing Formula that connects the dots between content and sales. A digital content marketing strategy isn’t the same as a content strategy. Perfect Content Marketing Is Intent-Based. Bottom of funnel content includes webinars, product demonstrations, and customer stories. At DigitalMarketer we do that by providing educational content our prospects are interested in—and using that content to raise awareness of our training products and services. At DigitalMarketer, for example, we produced an article to raise awareness (top of the funnel) for our marketing certification programs. What types of content will your new lead need to make an informed purchase decision? To execute perfect content marketing, you need a plan. At DigitalMarketer, we make this plan at the offer level using a spreadsheet called a Content Campaign Plan. Three different departments should be proficient at and understand the role of email marketing. It’s time to make sure that the content is found or used! It’s a practice now being used by 86% of businesses today. Unfortunately, the top of the funnel is where most organizations begin and end their content marketing efforts. It’s like in social media: people start saying it doesn’t work because they often forget for what and whom they wanted it to work in the first place. Content marketing is an umbrella term covering a set of strategies, techniques, and tactics to fulfil business and customer goals by using the most relevant content to serve, attract, convert, retain, and engage customers. Can that podcast become a written article for LinkedIn Pulse? You get a lead. In our Freshbooks pricing page example, notice that Freshbooks has created a clear ascension path to a "Risk-Free Trial" of the software. “Share A Coke” Viral Content Marketing Examples. How do measure the success of your content marketing tactics? Who in your organization should be trained in email marketing? This piece of content (a white paper) from Cloud Margin generates "solution aware" leads... A white paper or report creates "solution aware" leads. The Lingo You'll Use as a Content Marketer. And the good news is it works in any industry for any type of product. And always adapt. That said, the quick wins in the content marketing game are in the middle and bottom of the funnel. Here is brief set of guidelines that you can follow to start content marketing −. When you create content you can then use social media marketing to distribute that content on social platforms in order to convert … 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). Your lead may be reading your blog and downloading lead magnets (and it will help convert her), but you’ll need content that helps her decide between you and your competitor to move her through to purchase. Social Media Marketing Course. ), indicating they're ready to buy. According to Harvard Business Review, the average buyer is 57% of the way through the sales process before they engage with a sales representative. In marketing, the content is a king and as you may know the right photograph is worth more than a thousand words. Instead of contacting your sales team your prospects are consuming your content. Content designed to generate leads and move the prospect through the evaluation stage. Measure the number of leads consuming content at the bottom of the funnel (demos, customer stories, etc. (If you’re wondering, "Who in the hell would watch that boring video?" Social Media Marketing. ), Useful Resources (Swipe File, Checklist, etc.). For instance, for the software company Freshbooks, this web page represents perfect content marketing for a prospect who needs pricing information to make an informed buying decision. You can run surveys and polls until you're blue in the face. Content uses blogs, podcasts, video, and social media sites as a vehicle. Although these are the typical goals found in content marketing research, think out of the box and look at the goals of your “audiences”. In this mastery course, you’ll learn to execute a “full funnel” content strategy that transforms ice cold prospects at the top of the funnel (TOFU) into loyal buyers of even your most expensive products and services at the bottom of the funnel (BOFU). Some businesses and marketers get hung up on the wrong metrics, particularly when it comes to their blog. Finally, test, measure, and optimize continuously. Perfect Content Marketing is Segmented. But you can’t deposit leads in the bank. A cold prospect cannot evaluate your solution until they are first aware of the problem and your solution. Failure to provide an ascension path from every piece of content you create isn’t just bad marketing—it’s a bad user experience. 3. User generated content drives purchases. Content designed to raise awareness for your business, brands and products. Video is a format of content marketing too. Summarily, content marketing and its various other features are hinged on content value. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience… Perfect Content Marketing Is Avatar-Based. Applying Website Analytics to Your Digital Marketing, Leveraging Conversion Rate Optimization to Drive Growth. Choose from 12 goals, 16 metrics, and 21 different types of content to create a content strategy that is laser focused on moving the needle for your organization. And, because of the magic of ad retargeting you can follow up with these prospects with a relevant ascension offer without even acquiring their contact information. You'll probably create tons of blog posts, but if you're strategic, you'll use your blog as just one channel in your content campaigns. It's about delivering the right information to your prospects at exactly the right point in the customer journey. Content marketing drives more sales. When a prospect visits a piece of content (spends time) they have raised their hand and indicated interest. This content is delivered through a number of channels including blogs, podcasts and video hosting platforms like YouTube. It provides additional content for social media marketing and contributes to … Can that article on your blog be repurposed as a webinar? 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. That’s not to diminish the power of a business blog. Content marketing focuses on the creation and distribution of content that tells stories, solves problems, and offers solutions. But it is possible if you understand how content fits into your overall digital marketing strategy. There are several mediums … The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer. Let's look at each stage of the funnel and the content needed at those stages... Top Of The Funnel (TOFU) Content Marketing. Check for Grammatical Errors. Content is the part of Digital Marketing that helps to promote the brands or products with the help of the internet and digital devices. This content can take the form of blog posts, videos, podcasts, and … Customer stories are content that converts, and they are the responsibility of the content marketing team. The key to perfect content marketing is understanding existing intent and anticipating future intent, and then, creating the content “assets” needed to address that intent 24 hours a day, 7 days a week… It is a way that businesses connect with their audience outside of selling them their brand or service. This article was specifically targeted to our "Employee" avatar who has the intent of acquiring skills that will land them a better job. Content marketing is the creation and distribution of digital marketing collateral with the goal of increasing brand awareness, improving search engine rankings and generating audience interest. First, find a reason to start using content marketing. Promote, connect and engage. Perfect Content Marketing Is Ascension Focused. Perfect content isn't about you, your brand, or your objectives. Content marketing is a Digital Marketing Strategy focused on attracting potential customers in a natural way, based on relevant and valuable Content that is distributed across the different channels and digital … 2. It must be consistently updated and added … And here's why: content in and of itself isn't what drives traffic and sales. A third content type is required at the bottom of the funnel (BOFU) to convert leads into customers... Bottom of the Funnel (BOFU) Content Marketing. You need freely available content at the top of the funnel (TOFU) that... ...and you need to make it readily available using content types like: Do you need all of these content types at the top of the funnel? Most businesses will post content to a blog and to social media channels like Facebook, Twitter, LinkedIn, Pinterest, etc. Don't forget to download the Content Campaign Plan, which is your best resource for planning content for every stage of the funnel: TOFU, MOFU, and BOFU. 5. Know the different formats of content your prospective customers use and there are some good tips and tricks to make sure that your content is “engaging”. Often, the best content for your customers and business is already in the mind of your customers and the people in your business. Once you know what content you have, figure out what you need. This is a Lead Magnet that DigitalMarketer uses to generate leads for our products surrounding Facebook advertising: Lead magnets are free content that incentivize prospects to opt in to your list, becoming leads. Create Evergreen Content. Digital Marketing - Content. Last, but certainly not least, perfect content marketing assets are produced to satisfy the intent of your customer avatars. Try different types of content. When content marketing is done correctly, it generates traffic to lead forms and product pages. First, let’s get clear on the six characteristics of perfect content marketing and why it’s essential that you get started. the answer is anyone who is interested in buying a coffee grinder and, particularly, anyone interested in buying THAT coffee grinder. Facebook, Instagram and Zalo are great examples of how photographs can reach a … Just enter your email address and we'll send you the PDF of this guide for free. Let's start with a thorough understanding of what we mean when we say content. Content marketing is not only about copywriting skills. Align the content to the types of channels you think that it will be best received. While content strategy focuses on the creation and distribution of content, digital content marketing strategy concerns itself with how a brand can use content marketing …
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