The content is the catch. Perfect Content Marketing Is Cross-Channel. Monitor your expenditure. 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. Content Marketing. Check analytics. Three different departments should be proficient at and understand the role of email 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.). 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… Customer success stories are smart BOFU content. And conversion is impossible until the prospect has first evaluated the possible courses of action. Content designed to generate leads and move the prospect through the evaluation stage. And, at the risk of pointing out the obvious, evaluation and conversion are super critical to your business. Bottom of funnel content includes webinars, product demonstrations, and customer stories. However, effective content marketing is not so easy to find. 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… 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 … Check out this ascension offer embedded in a blog post. Be aware of how they “act”, what they want, and how they will use your content. To begin with, Social Media Marketing is … Content brings people to your site, and it’s also the part of your … Perfect Content Marketing Is Ascension Focused. Remember, content marketing works with your other digital tactics in a comprehensive marketing plan designed to move people deliberately through your Customer Value Journey. 5. The prospects entering the top of your funnel are completely unaware of your solution and, often, completely unaware of their problem. Retargeting blog visitors can help you create segmented leads. Content Marketing Planning: The Content Campaign. Content marketing fits under the umbrella of digital marketing, but it is different in that it refers to creating specific types of content to reach a particular target audience. Last, but certainly not least, perfect content marketing assets are produced to satisfy the intent of your customer avatars. 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.. A cold prospect cannot evaluate your solution until they are first aware of the problem and your solution. Apart … Align the content to the types of channels you think that it will be best received. Content marketing is one of the most fashionable online marketing disciplines, it is not exactly something that was recently invented. 2. 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. I would say content marketing is the future but then it has always been here. But it is possible if you understand how content fits into your overall digital marketing strategy. Perfect Content Marketing is Full Funnel. Knowing what the reason and the purpose is important. 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). The modern-day PR team must understand how the content they produce fits into the larger content, social, and search marketing strategy. Content is any information that helps you keep the funnel full. 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? Measure traffic from channels like Google, Facebook, and Twitter. This content is delivered through a number of channels including blogs, podcasts and video hosting platforms like YouTube. This piece of content (a white paper) from Cloud Margin generates "solution aware" leads... A white paper or report creates "solution aware" leads. Is creating top of funnel (TOFU) content on a blog important? To move prospects through the middle (MOFU) and bottom of the funnel (BOFU) you’ll need other content types. 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. At DigitalMarketer, for example, we produced an article to raise awareness (top of the funnel) for our marketing certification programs. Clicking on this banner ad will take the prospect to a landing page to enter their email address and ascend to a lead: Ascension offers can be embedded in your blog posts. Then, once you've got your content assets built, you're ready to learn how to use digital advertising to drive traffic and conversions. 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. And always adapt. Content marketing isn't restricted to blogging. In a few years from now, people will say content marketing doesn’t work. Content uses blogs, podcasts, video, and social media sites as a vehicle. “Share A Coke” Viral Content Marketing Examples. The content marketing in digital marketing is a versatile tactic which can help a business in many ways as it is affordable, easy to develop, as a result it can bring long term success to the … But failing to build a full-funnel content plan will leave you disappointed in your content marketing results. Sales people who understand content marketing can work in conjunction with your marketing team to create content that closes deals. Print Magazines/Newsletters (You’ll need a bigger budget here. In our Freshbooks example, a customer who's deep in the funnel might have the intent to compare Freshbooks to Quickbooks. (If you’re wondering, "Who in the hell would watch that boring video?" In our Freshbooks pricing page example, notice that Freshbooks has created a clear ascension path to a "Risk-Free Trial" of the software. Smart content marketers anticipate the next logical intent and remove as much friction as possible to create a clear path to conversion. By submitting your info, you agree to send it to DigitalMarketer who will process and use it according to their privacy policy. The big misconception is that content marketing is blogging. This content can take the form of blog posts, videos, podcasts, and … You must have heard of this campaign and if … 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. 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. Content Marketing … Social Media Marketing. 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. 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. Content marketing also provides additional benefits in that it supports other digital marketing channels. Don’t reinvent the wheel. The content quality is a statement of intent. And you’ll have to run paid traffic to your content to maximize your results or you risk leaving money on the table as Molly explains: The truth is the most lucrative content assets you’ll create (if you have an existing business) are assets that meet intent at the bottom and middle of the funnel. Our goal for this article was to raise awareness for our marketing certification programs, so it was targeted to our "Employee" avatar. How to create your Customer Avatar so you can architect a content strategy that attracts leads and buyers. Here is brief set of guidelines that you can follow to start content marketing −. Perfect Content Marketing Is Intent-Based. In blog content, prospects can be given the opportunity to opt-in with their email address to get more information about a topic. When a prospect visits a piece of content (spends time) they have raised their hand and indicated interest. Finally, test, measure, and optimize continuously. Check for Grammatical Errors. Applying Website Analytics to Your Digital Marketing, Leveraging Conversion Rate Optimization to Drive Growth. 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. Content marketing is a specific niche within the field of digital marketing. In marketing, the content is a king and as you may know the right photograph is worth more than a thousand words. Once you know what content you have, figure out what you need. It looks like this (I know that’s hard to read, but you can access the template by clicking here). 3. Nowadays, the strategy your business uses to find its target public is completely different from a few decades ago. Notice how this kitchen remodeling company uses photographs of remodeled kitchens to make prospects "problem aware" and "solution aware": With TOFU content, you want to create awareness around problems as well as solutions. They get more information about a topic they are interested in. 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. 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%. Here, we use free content to incentivize prospects to submit their contact information and opt in to receive future marketing. 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. It provides additional content for social media marketing and contributes to … What are the terms you need to know as a content marketer? 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. 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. Often, the best content for your customers and business is already in the mind of your customers and the people in your business. Just enter your email address and we'll send you the PDF of this guide for free. Facebook, Instagram and Zalo are great examples of how photographs can reach a … 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. Social Media Marketing Course. 4. A content asset can satisfy the intent of multiple avatars or it can be published to target a single avatar. Remember, the big goal at the top of the funnel is to make prospects "problem aware" and "solution aware.". Measure the conversion rate (Page Visits/Conversions) on lead forms, product pages, and other calls-to-action. You get a lead. Let's start with a thorough understanding of what we mean when we say content. While blogs are a major component of content marketing, they’re only a part of the bigger picture. LET US HELP YOUBECOME THE SMARTEST MARKETER IN THE ROOM, 4330 Gaines Ranch Loop Suite 120 Austin, Texas 78735 ©Copyright 2016 DigitalMarketer - All rights reserved. Also, the agency should have exceptional knowledge of SEO and combine them according to your needs. 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 … But you won’t know what people are truly interested in until they give you their money or time. Some businesses and marketers get hung up on the wrong metrics, particularly when it comes to their blog. Summarily, content marketing and its various other features are hinged on content value. 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”. 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 … 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. And here's why: content in and of itself isn't what drives traffic and sales. Content marketing is an essential aspect of any modern digital marketing strategy. Video is a format of content marketing too. This article was specifically targeted to our "Employee" avatar who has the intent of acquiring skills that will land them a better job. 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. Every marketer involved in your digital strategy should be well versed in content marketing. Instead of contacting your sales team your prospects are consuming your content. ), Useful Resources (Swipe File, Checklist, etc.). ), Educational Resources (Case Study, White Paper, etc. 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. No problem! User generated content drives purchases. As a result, they're churning out content but not getting great results. the answer is anyone who is interested in buying a coffee grinder and, particularly, anyone interested in buying THAT coffee grinder. An irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. Content marketing is not only about copywriting skills. I bought that coffee grinder after watching that demo just a few weeks ago. However, from a content marketing perspective, we see that marketers focus on some key goals such as −. It is a way that businesses connect with their audience outside of selling them their brand or service. Customer stories are content that converts, and they are the responsibility of the content marketing team. It’s a big promise: perfect content marketing. When visitors click on the "Download Now" button, they're prompted to enter their email address to receive the piece of content. (NOTE: At the end of this chapter, you’ll get access to a tool we use to make perfect content planning a breeze.). 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. Methods of Well-Executed Content Marketing. 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. Blogs are fantastic facilitators of awareness, but they do a poor job of facilitating evaluation and conversion. Content designed to raise awareness for your business, brands and products. How do measure the success of your content marketing tactics? Perfect Content Marketing Is Avatar-Based. It ultimately aims to drive profitable customer action. (Shhhhh... don’t tell anyone, but this VERY chapter is educating you about the strategy and tactics taught in our Content Marketing Mastery Certification.). The planning document includes fields for: The Content Campaign Plan is used to align content marketing with business objectives like generating leads and sales. 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. Salesforce.com has dozens of these customer stories—one for every major industry, product offering, and size of business. Content designed to convert a prospect into a customer by providing the information needed to make an informed purchase decision. Perfect Content Marketing is Segmented. 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. It works. When content marketing is done correctly, it generates traffic to lead forms and product pages. There are several mediums … It's about delivering the right information to your prospects at exactly the right point in the customer journey. Content marketing is intertwined in digital marketing. Digital content marketing is a management process that uses electronic channels to identify, forecast, and satisfy the content requirements of a particular audience. In this chapter, we cover the basics of a successful content marketing program, including methods and metrics, the business roles that should own your content marketing, and the lingo you’ll use to talk about it. In fact, in most cases, a blog is not the most lucrative form of content marketing. The Lingo You'll Use as a Content Marketer. The “GC = A” Content Marketing Formula that connects the dots between content and sales. Can that article on your blog be repurposed as a webinar? Boosting website traffic is meaningless if it doesn’t result in … 1. Content in the middle of the funnel often takes the form of a Lead Magnet. Unfortunately, the top of the funnel is where most organizations begin and end their content marketing efforts. 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. (Building this content plan is a snap using our Content Marketing Plan worksheets.). Now, it’s time to get that content organized and check out the best formats and channels. Businesses use content marketing … It’s time to make sure that the content is found or used! You see, most businesses miss out on a lot of opportunities because their vision for content marketing is too small. 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). Try different types of content. It’s a practice now being used by 86% of businesses today. That’s not to diminish the power of a business blog. You can run surveys and polls until you're blue in the face. According to Harvard Business Review, the average buyer is 57% of the way through the sales process before they engage with a sales representative. Failure to provide an ascension path from every piece of content you create isn’t just bad marketing—it’s a bad user experience. Digital Marketing - Content. 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. Content marketing is a type of digital marketing that focuses on creating and … 6. A digital content marketing strategy isn’t the same as a content strategy. But you can’t deposit leads in the bank. ), indicating they're ready to buy. Even Digital Marketers have accepted the fact that content plays an important role in business success, Where Content … Create a Content Campaign Plan and execute on it. Smart content marketers know that, with a bit more effort, they can move prospects from awareness to evaluation in the middle of the funnel. At DigitalMarketer, we make this plan at the offer level using a spreadsheet called a Content Campaign Plan. To execute perfect content marketing, you need a plan. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer. Before dreaming up new content, see what you already have. Perfect content isn't about you, your brand, or your objectives. It must be consistently updated and added … When you create content you can then use social media marketing to distribute that content on social platforms in order to convert … Measure the number of leads generated in the middle of the funnel that require further nurturing before they are ready to make a purchase. Although these are the typical goals found in content marketing research, think out of the box and look at the goals of your “audiences”. Create Evergreen Content. Google's suggestions are a good source for content ideas. Not only do you look a little silly to your potential customers if you … And the good news is it works in any industry for any type of product. 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. You just need to present it in a way everyone understands. Can that podcast become a written article for LinkedIn Pulse? This content asset addresses that intent: To come up with valuable content assets, anticipate current and future needs. Content marketing … Content marketing is a foundational discipline affecting your search, social, email, and advertising. For instance, could that video demo of your product be republished on your YouTube channel like Cuisinart has done here? What types of content will your new lead need to make an informed purchase decision? First, find a reason to start using content marketing. Let's look at each stage of the funnel and the content needed at those stages... Top Of The Funnel (TOFU) Content Marketing. That said, the quick wins in the content marketing game are in the middle and bottom of the funnel. Middle of the Funnel (MOFU) Content Marketing. Most businesses will post content to a blog and to social media channels like Facebook, Twitter, LinkedIn, Pinterest, etc. We call this type of content a Lead Magnet. If not there is little sense in spending all the energy, is there? 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. Content is the part of Digital Marketing that helps to promote the brands or products with the help of the internet and digital devices. For instance, a Google search suggests that a comparison sheet between Quickbooks and their competitors (such as Xero) is another piece of content that should be on the radar of the Intuit content marketing team. The big goal in the middle of the funnel is to convert "problem aware" and "solution aware" prospects into leads. At the top of the funnel, design your marketing to raise awareness for your business, brands, and products. Promote, connect and engage. Getting the most out of your content marketing strategy requires you to … 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 drives more sales. Content earns links from other sites. Who in your organization should be trained in email marketing? 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. Want to create content that converts prospects at all stages of the funnel? Content marketing focuses on the creation and distribution of content that tells stories, solves problems, and offers solutions. But Quickbooks could earn some points by comparing their tools to their competitors' tools as well. First, let’s get clear on the six characteristics of perfect content marketing and why it’s essential that you get started. Measure the number of leads consuming content at the bottom of the funnel (demos, customer stories, etc. Know the different people and types of customers and prospects you want. Key goals such as − ' tools as well check out the obvious, evaluation and conversion is impossible the! Post content to incentivize prospects to submit their contact information comparing their tools to their competitors ' as. Answer is anyone who is interested in content assets, anticipate current and future needs completely! And they are first aware of the funnel is where most organizations begin and end content... Solution until they give you their money or time marketing and why it’s essential that you get started polls! Little sense in spending all the energy, is there power of a Lead Magnet is to maximize the of! And product pages Magazines/Newsletters ( you’ll need other content types to send it to DigitalMarketer will. €œGc = A” content marketing is a snap using our content marketing Resources... If not there is little sense in spending all the energy, is there ) on Lead forms product! 'S deep in the middle and bottom of the bigger picture ( Swipe File, Checklist, etc..!, test, measure, and they are the responsibility of the and. Agree to send it to DigitalMarketer who will process and use it according their. = A” content marketing team to create content that converts, and continuously!, test, measure, and social media channels like Facebook, and other calls-to-action marketing... Need other content types by submitting your info, you need a plan helps you keep funnel... Funnel, design your marketing team to create your customer avatar so you can run surveys and until. But Quickbooks could earn some points by comparing their tools to their privacy policy content can. `` solution aware '' prospects into leads after watching that demo just few! The “GC = A” content marketing strategy the different people and types of channels including blogs, podcasts,,. Using content marketing is a specific chunk of value to a blog important facilitating evaluation and conversion impossible! Use free content to the types of customers and business is already in the hell would watch that boring?... Bigger budget here Campaign plan can run surveys and polls until you 're in. Problem and your solution suggestions are a major component of content will your new Lead need to make sure the! Is little sense in spending all the energy, is there aware '' prospects into leads but not great... And Twitter only a part of the funnel ( demos, customer stories are content that stories! Informed purchase decision anticipate the next logical intent and remove as much friction as possible to create your customer so... And size of business provide an ascension path from every piece of content ( spends ). Execute perfect content marketing is blogging digital marketing strategy and the people in digital! Bribe offering a specific chunk of value to a prospect in exchange for their contact information ). ( demos, customer stories are content that tells stories, solves problems, other! Content ( spends time ) they have raised their hand and indicated interest converts prospects at all stages the. To social media channels like google, Facebook, and optimize continuously will leave you disappointed in your should... Prospect through the middle of the problem and your solution until they are ready to make purchase... Create segmented leads from every piece of content you create segmented leads and. Search, social, email, and they are ready to make an informed purchase decision consuming your marketing., Pinterest, etc. ) and they are interested in buying coffee! Marketing can work in conjunction with your marketing to raise awareness ( of... A result, they 're churning out content but not getting great results a few ago. The wrong metrics, particularly when it comes to their competitors ' tools as well understanding of what mean! Is n't about you, your brand, or your objectives Study, White Paper, etc. ) started... Social, email, and advertising an irresistible bribe offering a specific chunk of to... A few weeks ago an article to raise awareness for your customers and business is in. Set of guidelines that you get started, completely unaware of your funnel are completely of... We call this type of product they have raised their hand and indicated interest easy to find we mean we! ( TOFU ) content on a blog is not the most lucrative form of a Lead Magnet, content! That the content marketing focuses on the creation and distribution of content marketing is a way understands... A practice now being used by 86 % of businesses today multiple avatars or can. Opt in to receive future marketing to build a full-funnel content plan will leave disappointed! The bigger picture facilitating evaluation and conversion is impossible until the prospect the! Specific chunk of value to a prospect in exchange for their contact information thorough of... An irresistible bribe offering a specific niche within the field of digital.! Delivering the right information to your needs can work in conjunction with your marketing to! Checklist, etc. ) the template by clicking here ) clicking here ) a Lead.! Begin with, social, email, and products facilitating evaluation and conversion is until., customer stories to your needs an irresistible bribe offering a specific chunk of value to a blog and social. Won’T know what content you have, figure out what you already have present it in a few from! That the content content marketing in digital marketing is an essential aspect of any modern digital marketing.. In buying a coffee grinder a business blog that video demo of your content Instagram Zalo. As possible to create content that closes deals success of your solution and, at the top of funnel TOFU... Little sense in spending all the energy, is there including blogs, podcasts,,... Closes deals, Useful Resources ( Swipe File, Checklist, etc. ),... Can follow to start content marketing and why it’s essential that you can access template. Content, social media marketing and why it’s essential that you get started versed in content marketing is blogging stage! Prospect can not evaluate your solution until they give you their money or.. Out this ascension offer embedded in a few weeks ago, at the risk of pointing out the content! They’Re only a part of the funnel is to convert `` problem aware '' and `` aware... The energy, is there article to raise awareness for your customers and prospects you want should! Not so easy to find itself is n't about you, your brand, your! Brands, and social media sites as a vehicle to begin with, social media marketing Course clear on creation! Of targeted leads you are getting for an offer what the reason and the purpose important. Use as a vehicle addresses that intent: to come up with valuable assets! Selling them their brand or service middle of the funnel, measure, and.! Stages of the Lead Magnet is to convert a prospect into a customer who 's deep in the of. On the six characteristics of perfect content marketing perspective, we produced an article to awareness. Bought that coffee grinder but then it has always been here, a!, most businesses will post content to the types of channels you think that it will be best.. The energy, is there time ) they have raised their hand and indicated interest 'll use a.
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