With effective content marketing the aim is to provide your partners, stakeholders, clients and prospects with interesting, informative and compelling content, via multiple formats and channels, and position your company as the “go to guys” in your field.
Good content sets you apart, and a sustained flow of great content will cultivate relationships, build trust, and keep your company top of mind with people who matter, until they ready to speak with you about your product or service.
Adding context to your contacts' experience of connecting with you, adds a dimension previously only enjoyed by companies with resources like Amazon or Netflix. But now, technology enables us to deliver the right content to the right person at the right time.
A modern marketing funnel looks increasingly less like the classic cone shaped visual analogy we've all become used to (today it probably looks more like concentric circles). But the old funnel interpretation is none the less useful in illustrating the types of content that work best at each stage of the buying cycle.
According to research, the average prospect receives ten marketing touches through the course of a successful buyer's journey and, as buyers conduct more research online, it’s more important than ever to add value to each step of their experience of connecting with you.
To ensure that your content generates and nurtures leads you need content mapping. The aim is to target content according to both your buyer personas and their lifecycle stage.
The key lifecycle stages are:
By considering content in terms of both buyer persona and lifecycle stage, you can map content that is more relevant and resonant for each of those segments and help move prospects through the buying process. And typically, you can map your content into top, middle and bottom of the funnel assets.
The awareness stage, where the prospect is asking what do I need? This is where you deliver informative, educational content that will help the visitor research and better understand the subject.
The research/education stage, where the propect is asking what are my options? Now, they better understand their needs and begin to educate themselves about available solutions.
The comparison/validation/purchase stage, where prospects are asking why you and why now? Here, they are whittling down choices, narrowing the field and making a decision.
Managing Director, Trans Capital Associates