Without preparation, content production can be an arduous and never-ending process. If you’re a marketer but feel like you’re out of shape and running a marathon, you might not have equipped yourself for the race. To be ready, utilize this content marketing trick.
In our fast-paced world, it’s important to have pieces of content that match your brand voice ready before you even start. Though the internet has drastically changed the shape of the sales funnel, you should still formulate content related to the top, middle and end. With targeted fragments ready to repurpose whenever you need them, you can usher customers through today’s twisting, turning cycle and increase your bottom line.
Top of funnel content is your first touch point with a customer. It gets you site traffic and subscriptions. This content should focus on providing immediate value and attracting leads. It introduces your brand, invites people in and most importantly, makes them want to stay.
Content for the middle of the sales funnel has depth. It provides education related to your industry and solves your customers’ problems. This content demonstrates your insight and expertise and earns the trust of your leads. You’ll be appreciated as a thought leader and by cultivating your value, you’ll escort people closer to sale.
The bottom of the funnel calls for content that’s as personalized as you can make it. At this point, leads are almost ready to buy, and a bit of persuasion goes a long way. Your content should be product and sales driven, answering customers’ questions about purchasing before they even ask. Utilize data to understand what your leads are thinking. Content that targets conversion but upholds your brand voice is a powerful tool in the final stretch, so be ready.
It’s tempting to put sales funnel content into three neat categories and leave it at that, but stimulating customer advocacy after the sale is critical. Peer reviews and recommendations on the internet can make or break a brand, so develop content that invites your customers to become your advocate.
Each stage of the funnel has a different audience. As you form content for each one, ask yourself the big questions. Who am I reaching at this stage? What emotions do they have? What problems do they have? What answers do they need? How can I add value to their process?
Image via (cc) Charlie Llewellin
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