Content marketing is one of the most essential tools you'll need to generate traffic, get more leads and increase your sales and revenues. Even more so for smaller organisations and startups with lean marketing budgets.
Identify your target audience, what problem they are searching for and what you should write about. Develop customer avatars - demographics, psychographics, pains & frustrations, fears & implications, main problem statement, goals & desires, dreams & aspirations and possible objections. This helps determine what content will resonate with them, target messages and the media you need to use to reach them.
Keyword research allows you to base your content marketing on actual search engine intent data to develop useful and relevant content ideas.Identify keywords and align content with the stage in the buyer's journey. No problem awareness - keywords with high search volume and low competitionProblem awareness - focus on their pain pointsConsideration - solutionsDecision - comparisonAction - FAQs
Content Calendar & Blogs
Content Calendars promote consistency, allow you to plan for time-sensitive content, and help you align content with brand/company milestones.Blogs drive more traffic to your website and generate more leads. Focus on "RESULTS" - Riveting headline, Exciting introduction, Smart SEO, Uncomplicated content, Leverage graphics, Tactical summary and Simple next steps.
Graphics, Presentation, Video & Podcast
Repurpose blog content to increase reach and bring in more eyeballs to your website. Graphics can be shared on social media.Presentations can be shared on SlideShare (one of the top 200 most visited sites globally). Videos can be shared on YouTube, FB, LinkedIn, Twitter and IG (good for promoting top of funnel content). And, Podcasts can be shared on Podcast Directories (Libsyn & Buzzsprout).
The best Lead Magnets are those with a high desire that are easy to consume e.g. free resources, tool kits, cheat sheets, templates, checklists and infographics. This content and format should be designed around the customer avatars and the main problems you are trying to solve. You are also aiming to provide thought leadership and position yourself as an expert.
Middle of funnel email nurture
You can empower your leads to achieve small victories by creating an email sequence that sends them useful, bite-sized content. The more frequently you expose leads to your product/service, the more likely they'll turn into customers. Schedule x5 emails, each 7 days apart. Tell your story, provide some actionable tips (x3) and then your unique solution.
Bottom of funnel branded content
Build trust by demonstrating that you understand your customers' problems and that you have the capacity to solve them. Introduce the specific approach that you recommend to solve their problems. List products, services and solutions. Provide a clear call to action. Examples include white papers, case studies, buyer's guides, product comparison guides, FAQs and Product tours.
Bottom of funnel email nurture (sales content)
According to eMarketer, email remains the best performing channel in terms of converting leads into sales. Schedule x5 emails, each 7 days apart. Provide a teaser, product offers, answer objections, provide social proof and then a special offer.
Facebook, LinkedIn, Twitter and Instagram can all be used to drive traffic and generate referrals from customers. Create viral content and an open loop as well as nurture content collaborators.
Native advertising can help position your content contextually and trustworthy, relevant and useful. Paid social media promotions can deliver faster results than organic content, and helps your content make it into the news feed of your target audience. Paid search can also deliver faster results than organic to match content with the prospects search intent and stage in the buyer's journey.