For simplicity’s sake, I’ve reduced the traditional marketing funnel to three stages: brand recognition, pushing leads to clients and keeping customers happy.
The rim and widest area of the funnel because this is where we aim most of our content.
- Types of content: Blog posts, white papers, Infographics, SlideShare presentations.
- Tactics: Make it authoritative on a topic that coincides with your brand. Do more with less. Blogger outreach to extend your network.
- Leveraging Social Media: Hashtags, youtube videos, any engaging content should be spread across many channels.
Pushing Leads to Clients/Consumers
The people who fall in to this are of your funnel have jumped in to the rim and are considering your brand. However, often times many need that push from the one yard line to the purchasing goal.
- Types of content: Case studies, reports, consumer testimonials, eBooks, informative blog posts.
- Tactics: To educate non-abrasively on not only your company but also the field your company falls in to. This is the part of the funnel where you can use your authoritative and educational writing voice.
- Leveraging Social Media: Share company culture, retweet positive mentions that others make of you, share useful resources
Keeping Customers Happy
This is the narrowest stage of the funnel, where leads have already been converted to customers and the only way they’ll fall out of your funnel is if they become unhappy with your brand. This is also where you will find some of your brand’s loudest advocates.
- Types of content: Depending on the nature of your business a best practices guide is always great, weekly emails geared toward something useful to the consumer, blog content geared toward consumer’s interests.
- Tactics: Ask for and use their input. Make your customers feel like part of your brand and decision making process. This way they will take ownership and pride.
- Leveraging Social Media: Share your customer’s content and retweet their words, ask them for their input about company decisions. Tune in to your social mentions and praise or give kickbacks to those who are actively mentioning your brand and they’ll keep doing it.
Putting the Final Details on Your Strategy
- Judging by the fact that all three stages include blog posts, your blog is arguable the most important part of your content strategy.
- Notice how none of the stages include a “buy now” tactic. Your content marketing strategy should come off as you would come off mingling at a cocktail party. You engage the people around you, prompt them to want to learn more and give them valuable information and resources. Something to always keep in mind: a “buy now” prompt equates to you at a cocktail party saying “like me, please.” Seems a little desperate doesn’t it?
- While none of the stages have overly forward or self-promotional components to them, all of the stages should be full of “sharable content.” It’s the influential consumer that can really move your brand forward and you should make it easy for them to do so. Make sure that your blog includes share buttons, put some thought in to your titles, don’t write content for content’s sake and never publish something you’ve regurgitated from elsewhere. If you refuse to create nothing but epic content, your words will be eagerly shared and potential consumers and loyal consumers will keep coming back for more.
Are you using content for every stage in the funnel? If so, share a tip below! If not, feel free to reach out and ask for advice in the comments below or by emailing me at Kristen@GroupHigh.com