It’s important to remember that content marketing is just one step in the conversion funnel. It’s only through a combination of SEO, content marketing, social media marketing, outreach, email marketing, and website design that prospective customers are led to convert. That said, content marketing is vital in the conversion process since each page of your website and each informative blog post or white paper plays a distinct and definite role in convincing visitors to buy. Craft different content with each step of the conversion funnel in mind and don’t forget to include a solid call to action.
Search or explore below to find answers to some of the most commons questions in digital marketing.
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Just like question #5, this one depends on your audience. The best way to find out what type of content converts most effectively for you is to test, tweak, and test again until you find the right fit.
Content marketing turns traditional marketing on its head. Instead of focusing on a company and its products or services, it focuses on the consumer’s needs first. The goal of content marketing is to provide valuable, genuinely helpful information to consumers for free, in order to create a relationship with them based on trust, which eventually leads them to make a purchase.
When most people think of content marketing, they think of a blog. And blogs are certainly one of the easiest and most effective means of content marketing available. But they aren’t the only forms of content that can be employed in a content marketing strategy. Any valuable information, conveyed via any medium, can be considered content. Videos, infographics, slideshares, PDFs, blogs, articles, podcasts, white papers, ebooks, webinars – the list goes on and on.
Though it can be tempting to jump right in and start writing a blog without much forethought, the only way to ensure that your content marketing will be effective is to take the time to create a strategy first. Without a clear plan in place, all the time you put into developing content is wasted.
First, determine who your target audience is. Develop a customer persona to whom your content should speak. Then, based on that persona and your company’s brand image, decide on your company’s voice, and the type of content you will be creating. Your content needs to be informative and valuable, as well as interesting and engaging, to your target demographic. And once you start producing content, constant tweaking of your strategy is in order, based on how successful each post is.