Effective content marketing is all about anticipating the needs of your customers and prospects, and building content assets that satisfy those needs.
Imagine creating content that your customers engage with in ways you have never expected, Content that makes anyone comes across wants to learn more and content that makes every new visitor to your website buy a product, not some other day after navigating your website but right away after reading your content!
How much easier (and profitable) would your life as a marketer be?
That what called an effective content marketing !.
In this post we’ll go through the stages of creating outstanding and effective content marketing for your brand that works for building trust, generating leads, and cultivating customer loyalty, Through the stage you’ll learn what marketing funnel is and to create an effective marketing funnel that’s easy for your customers to navigate and purchase a product!
Importance of an effective content marketing
Content marketing is important, not just because it works for building trust, generating leads, and cultivating customer loyalty, but because it has become the new normal from the consumer side.
Without knowing what customers expect from you, it’s somewhat difficult to perform an effective content marketing.
For instance, the cloud-based software company Fresh-books anticipated a prospective customer’s need for pricing information. As shown in image below the pricing represents effective content marketing in this scenario
The content succinctly and clearly communicates the differences in its plans and the varying price levels, provides contact information for those who may have more questions and want to talk to a representative, and offers a free trial.
The content on this page completely satisfies the need for pricing information.
For a potential customer of Fresh-books to make an informed buying decision, the pricing page is necessary. Before they commit, people want to know what they’re buying and how much it will cost.
Failure to conveniently provide that information for the prospect will result in lost sales.
Understanding the marketing funnel
The path from stranger to buyer is often conveyed using the metaphor of a funnel. Ice-cold prospects enter the wide top of the funnel and some, you hope, exit through the much narrower bottom of the funnel as customers.
Effective content marketing can, and should, assist the prospect in graduating from one stage of the marketing funnel to the next.
A basic marketing funnel has three stages that take a prospect from stranger to buyer:
- Awareness: The prospect must first become aware that he has a problem and that you or your organization can provide a solution.
Raising problem and solution awareness is where your blog will shine. Use your blog to educate, inspire, or entertain prospects and existing customers.
- Evaluation: Those who move through the awareness stage must now evaluate the various choices available to them, including your competitor’s solutions and, of course, taking no action to solve the problem at all.
People can, after all, decide to live with the problem and not purchase the product or service that could solve that problem.
- Conversion: Those who move through the evaluation stage are at the moment of truth — purchase. The goal at this stage is to convert leads into frequent and high-ticket buyers.
Effective content marketing lifecycle
Much like a plant, content requires care and attention to ensure that it lives a long life.
As marketers, how do we ensure that content is living its best life? The key is to be aware of the content lifecycle and how to properly manage marketing assets. That’s where effective content marketing lifecycle and marketing funnel comes in.
Another important thing is that you need to understand organic search marketing and search engine optimization and learn the best tactics to utilize it for your business.
Top of funnel (TOFU) effective content marketing
The prospects entering the top of your funnel are unaware of your solution and often unaware that they even have a problem that needs to be solved. As a result
Middle of funnel (MOFU) effective content marketing
The big goal for content you use at the middle of the funnel is to convert “problem aware” and “solution aware” prospects into leads. You’re looking to grow your email lists and gain more leads at this point of the funnel.
As Digital Marketer, I use free content to incentivize prospects to submit their contact information (such as their email address) and opt in to receive future marketing in exchange for valuable content.
Gated offers often take the form of content such as the following:
» Educational resources: Educational resources for gated offers often exist in the form of free reports, white papers, primary research, webinar training, and sales material.
These types of content resources educate the consumer on a particular topic related to your brand while highlighting features of a solution, product, or service you provide.
An educational resource can include a case study packed with professional tips and a detailed breakdown of some of your strategies.
All the Educational resources (and forms of MOFU content, for that matter) must be of high quality or the consumer is likely to feel cheated.
Also, if prospects feel that the content you gave them in exchange for their contact information is subpar, your brand awareness suffers.
Keep in mind that the point of the MOFU is to help people evaluate your company and entice them to make a purchase. You entice with quality, not garbage.
» Useful resources: Useful resources are tools such as:
• Handouts or cheat sheets
• Resource lists
• Discount and coupon clubs • Quizzes and surveys
We explain these useful tools, which serve as effective content marketing for MOFU, Instead of using a consumer’s time (such as an e-book that may take an hour or more to read).
Useful resources promise that they will not only educate your prospects but also save them time.
These resources save them time because the content is easy to consume and the resource is complete; it doesn’t depend on another resource to deliver its value but can stand alone.
For example, a company that sells vegetable gardening tools can create a resource called the “Seed Starting Cheat Sheet” that allows people with an interest in gardening to quickly determine the best time to plant popular vegetables in the garden.
Pursuing Content Marketing Perfection
You need effective content marketing, Content that people can freely access, as opposed to content that requires prospects to give you their contact information or make a purchase.
After all, you have yet to prove your value to them, So always go through this path and make a content that:
» Entertains » Educates » Inspires
Choose two to three of the following content types to deliver TOFU content that will raise awareness about the solutions you provide through your products or services:
- Blog posts: Arguably the most recognized form of online content, blogs are an excellent way of raising awareness. For example, the fashion company J. Crew raises awareness of the products it sells by creating blog posts about fashion styles and tips for accessorizing.
The J. Crew blog reader (and potential customer) gets some inspiration and solutions to the problem of what to wear and how to look fashionable ; the post also alludes to the fact that J. Crew carries the clothing needed to pull off the look.
- Social media updates: As with blogs, social media platforms (such as Facebook) are fantastic at creating awareness.
Whether it’s a Pinterest board by Dreyer’s Ice Cream that lists every flavor of ice cream the company sells, or a tweet by Airbnb about the ten perfect Paris food experiences, these social media updates give their followers free, valuable information while also bringing the solutions their company provides to the forefront.
- Info-graphics: Info-graphics are an interesting and engaging way to display content. Typically, info-graphics contain fun images with contrasting, eye- catching colors, and the way info-graphics break up text makes this form of content easily consumable by the viewer.
Info-graphics are highly effective at delivering content that is both entertaining and educational, quickly.
Whether it’s an info-graphic by IMDb about the best of the year in movie entertainment, or an info-graphic by Casper Mattress providing tips on better sleeping habits, this type of content delivers value that a consumer wants, and it raises brand awareness effectively as well.
- Photographs: Pictures are powerful because they can explain a lot in a single image. Photographs also help to break up blocks of text in a piece of content, which keeps that content from becoming boring or intimidating to read.
With a photograph, a kitchen design company can show completed projects that effectively demonstrate what the company does while raising awareness of what the company can do for another customer’s kitchen.
Ready, set, write!
Creating a long-term, engaging and rewarding effective content marketing strategy is no easy feat but if done well with long and short term goals in mind, it’s certain to pay off.
If it seems overwhelming, don’t forget that you’re not just adding to the noise and pushing another product – you’re a storyteller sharing your brand’s story that deserves to be heard.
The tips in here are just the tip of a larger digital marketing iceberg.