You just need to present it in a way everyone understands. Digital Marketing - Content. But Quickbooks could earn some points by comparing their tools to their competitors' tools as well. 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. Methods of Well-Executed Content Marketing. 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). 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. Smart content marketers know that, with a bit more effort, they can move prospects from awareness to evaluation in the middle 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… Can that article on your blog be repurposed as a webinar? When you create content you can then use social media marketing to distribute that content on social platforms in order to convert … Failure to provide an ascension path from every piece of content you create isn’t just bad marketing—it’s a bad user experience. How to create your Customer Avatar so you can architect a content strategy that attracts leads and buyers. Video is a format of content marketing too. When a prospect visits a piece of content (spends time) they have raised their hand and indicated interest. Can that podcast become a written article for LinkedIn Pulse? 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”. It's about delivering the right information to your prospects at exactly the right point in the customer journey. 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. At the top of the funnel, design your marketing to raise awareness for your business, brands, and products. You can run surveys and polls until you're blue in the face. Perfect Content Marketing Is Cross-Channel. Content earns links from other sites. 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. 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 … Content marketing … Don’t reinvent the wheel. Unfortunately, the top of the funnel is where most organizations begin and end their content marketing efforts. And always adapt. Create Evergreen Content. And the good news is it works in any industry for any type of product. Finally, test, measure, and optimize continuously. It’s a practice now being used by 86% of businesses today. 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. Know the different people and types of customers and prospects you want. Perfect content isn't about you, your brand, or your objectives. ), Educational Resources (Case Study, White Paper, etc. Bottom of funnel content includes webinars, product demonstrations, and customer stories. Customer stories are content that converts, and they are the responsibility of the content marketing team. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer. (Building this content plan is a snap using our Content Marketing Plan worksheets.). Content marketing also provides additional benefits in that it supports other digital marketing channels. 4. The “GC = A” Content Marketing Formula that connects the dots between content and sales. Although these are the typical goals found in content marketing research, think out of the box and look at the goals of your “audiences”. Want to create content that converts prospects at all stages of the funnel? Social Media Marketing Course. Content marketing is a foundational discipline affecting your search, social, email, and advertising. You get a lead. You must have heard of this campaign and if … 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. A digital content marketing strategy isn’t the same as a content strategy. Customer success stories are smart BOFU content. How do measure the success of your content marketing tactics? What are the terms you need to know as a content marketer? Content Marketing … Salesforce.com has dozens of these customer stories—one for every major industry, product offering, and size of business. It works. Content marketing is an essential aspect of any modern digital marketing strategy. Be aware of how they “act”, what they want, and how they will use your content. The big misconception is that content marketing is blogging. Now, it’s time to get that content organized and check out the best formats and channels. 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. 1. While blogs are a major component of content marketing, they’re only a part of the bigger picture. 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. 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%. Content uses blogs, podcasts, video, and social media sites as a vehicle. Check analytics. But you won’t know what people are truly interested in until they give you their money or time. 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. 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, 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. Summarily, content marketing and its various other features are hinged on content value. “Share A Coke” Viral Content Marketing Examples. The big goal in the middle of the funnel is to convert "problem aware" and "solution aware" prospects into leads. The Lingo You'll Use as a Content Marketer. Often, the best content for your customers and business is already in the mind of your customers and the people in your business. The planning document includes fields for: The Content Campaign Plan is used to align content marketing with business objectives like generating leads and sales. Perfect Content Marketing Is Avatar-Based. 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. Once you know what content you have, figure out what you need. At DigitalMarketer, for example, we produced an article to raise awareness (top of the funnel) for our marketing certification programs. In fact, in most cases, a blog is not the most lucrative form of content marketing. In blog content, prospects can be given the opportunity to opt-in with their email address to get more information about a topic. 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. Most businesses will post content to a blog and to social media channels like Facebook, Twitter, LinkedIn, Pinterest, etc. Businesses use content marketing … In a few years from now, people will say content marketing doesn’t work. Perfect Content Marketing is Full Funnel. 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. The modern-day PR team must understand how the content they produce fits into the larger content, social, and search marketing strategy. 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. 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. 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. 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 the number of leads consuming content at the bottom of the funnel (demos, customer stories, etc. First, find a reason to start using content marketing. This content asset addresses that intent: To come up with valuable content assets, anticipate current and future needs. 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. This content can take the form of blog posts, videos, podcasts, and … Perfect Content Marketing Is Intent-Based. 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. (If you’re wondering, "Who in the hell would watch that boring video?" It is a way that businesses connect with their audience outside of selling them their brand or service. Boosting website traffic is meaningless if it doesn’t result in … It must be consistently updated and added … 5. ), Useful Resources (Swipe File, Checklist, etc.). Content designed to raise awareness for your business, brands and products. It looks like this (I know that’s hard to read, but you can access the template by clicking here). 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 … To execute perfect content marketing, you need a plan. Perfect Content Marketing is Segmented. A content asset can satisfy the intent of multiple avatars or it can be published to target a single avatar. Apart … Here is brief set of guidelines that you can follow to start content marketing −. It ultimately aims to drive profitable customer action. 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 … 6. What types of content will your new lead need to make an informed purchase decision? The prospects entering the top of your funnel are completely unaware of your solution and, often, completely unaware of their problem. In our Freshbooks pricing page example, notice that Freshbooks has created a clear ascension path to a "Risk-Free Trial" of the software. Google's suggestions are a good source for content ideas. Content marketing is a specific niche within the field of digital marketing. Promote, connect and engage. Here, we use free content to incentivize prospects to submit their contact information and opt in to receive future marketing. Monitor your expenditure. This content is delivered through a number of channels including blogs, podcasts and video hosting platforms like YouTube. 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. Print Magazines/Newsletters (You’ll need a bigger budget here. Content marketing drives more sales. First, let’s get clear on the six characteristics of perfect content marketing and why it’s essential that you get started. When content marketing is done correctly, it generates traffic to lead forms and product pages. Measure the conversion rate (Page Visits/Conversions) on lead forms, product pages, and other calls-to-action. Remember, content marketing works with your other digital tactics in a comprehensive marketing plan designed to move people deliberately through your Customer Value Journey. 2. Nowadays, the strategy your business uses to find its target public is completely different from a few decades ago. Let's look at each stage of the funnel and the content needed at those stages... Top Of The Funnel (TOFU) Content Marketing. Then, once you've got your content assets built, you're ready to learn how to use digital advertising to drive traffic and conversions. 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. A cold prospect cannot evaluate your solution until they are first aware of the problem and your solution. 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. Content designed to convert a prospect into a customer by providing the information needed to make an informed purchase decision. 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.). To begin with, Social Media Marketing is … 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. According to Harvard Business Review, the average buyer is 57% of the way through the sales process before they engage with a sales representative. To move prospects through the middle (MOFU) and bottom of the funnel (BOFU) you’ll need other content types. Content designed to generate leads and move the prospect through the evaluation stage. It’s a big promise: perfect content marketing. If not there is little sense in spending all the energy, is there? You see, most businesses miss out on a lot of opportunities because their vision for content marketing is too small. 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. And here's why: content in and of itself isn't what drives traffic and 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. In marketing, the content is a king and as you may know the right photograph is worth more than a thousand words. Middle of the Funnel (MOFU) Content Marketing. Sales people who understand content marketing can work in conjunction with your marketing team to create content that closes deals. 3. That said, the quick wins in the content marketing game are in the middle and bottom of the funnel. 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. Instead of contacting your sales team your prospects are consuming your content. 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. (Shhhhh... don’t tell anyone, but this VERY chapter is educating you about the strategy and tactics taught in our Content Marketing Mastery Certification.). When visitors click on the "Download Now" button, they're prompted to enter their email address to receive the piece of content. Content marketing focuses on the creation and distribution of content that tells stories, solves problems, and offers solutions. There are several mediums … ), indicating they're ready to buy. Before dreaming up new content, see what you already have. It’s time to make sure that the content is found or used! This piece of content (a white paper) from Cloud Margin generates "solution aware" leads... A white paper or report creates "solution aware" leads. And, at the risk of pointing out the obvious, evaluation and conversion are super critical to your business. 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). Let's start with a thorough understanding of what we mean when we say content. In our Freshbooks example, a customer who's deep in the funnel might have the intent to compare Freshbooks to Quickbooks. 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. An irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. 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. 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