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For starters, it’s important to mention that content should be considered your most valuable asset for attracting your target audience and converting them into leads and customers.
Content is information that buyers would find useful and valuable and begins to solve their problem. Content marketing is when marketers give this information to buyers for free as a way of attracting, engaging and delighting customers.
Every business owner should embrace content marketing. Every day, thousands of your competitors vie for buyers attention through an ever-growing variety of digital media. The business owner that shows understanding of the buyer's pressing problem and showcase expertise in that domain has a better chance of breaking through the noise.
“Smart" content marketing recognises each buyer goes through stages in the sales conversion funnel and so the marketer shows dynamic content and offers, based on the stage the buyer is currently at in the funnel.
Think of it like dating! You wouldn’t ask someone to marry you on the first date, would you? First you’re dating, then court for a while, get engaged, and finally get married.
During that process, you’re changing the “content types” you’re using on a daily basis with your partner, too. You don’t tell the same stories when you're married as on the first date!
In the awareness stage , prospects may not even be aware of the problems they have. They aren't aware of your brand, and they certainly aren't aware of the solution you have available to them. They are just looking for answers, resources, education, research data, opinions, and insight, with no special goal in mind.
In the evaluation stage , prospects are evaluating various choices available to them, including your competitors. This is usually the time when they are doing heavy research on whether or not your product or service is a good fit for them and a perfect time for content that tells them exactly that.
Those that move through the evaluation stage are now presented with the ultimate decision — to make a purchase or not. And with the help of appropriate content in the right time on the right place, this decision will be easier to make.
Each stage of a buying cycle has a specific set of questions your prospects will usually ask as they ascend through the stages. Providing them with answers to these questions in the right moment will actually remove friction in their decision making process and, consequently, increase your conversion rate.
To move a prospect through the stages of a buying cycle, you’ll need to create different content designed to satisfy their needs at each of the three stages.
This stage is critical because you’ll be attracting your audience here. At the top of the funnel, your content in this stage should be raising awareness about the problem you’re trying to solve.
Find out who your target audience is, identify different persona groups inside your audience, and start researching what problems they have that are at least vaguely related to what you are doing.
After identifying problems (pain points) that cause your audience to be unhappy, anxious, or nervous. You now create the type of contents to help your target audience make their pain points go away.
Content at this stage therefore needs to be freely available and aim to educate, entertain, or inspire delivered through:
This is where you should impress your target audience by demonstrating your qualities, expertise, and trustworthiness.
At this stage, your visitors are generally aware of your brand and what you have to offer. Now it’s time to lead them further down the funnel.
Invite your new audience to join your email list or group on WhatsApp, Facebook etc. This lets you engage with your target audience and segment them based on their pain points. Create awesome looking, irresistible content addressing these pain points and offer it for ‘free’:
The final step is to move your prospects from evaluation to conversion. Here you figure out what content your leads (prospects) need to make an informed purchase decision. It is at this stage that you need to help them decide between yourself and your competitors by demonstrating how your product or service can deal with their circumstances. This will help move them to the point where they’ll be able to make an informed purchase decision.BoFU content type:
The main goal of a smart content marketing funnel is to move your prospects from being completely unaware of their problem or opportunity, to the point where they will be able to make an informed purchase decision.
Don't spend your money on advertising without a clear goal (by showing any content type to everyone) and never meeting your ROI goal. It’s important to think through your content marketing plan. Learning what works for your business takes time to develop but practice makes perfect. But if you want to start implementing content marketing best practices right now, contact the Salesginja team to get your strategy off the ground today.
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