CROWN – MESSAGES – CONTENT MARKETING

Now that you have your key messages, we are ready to jump into the shark tank of content marketing!  🐬👙💦    

“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 — and, ultimately, to drive desired action.”

As you see from this definition it is not something exclusive or applicable for big business only, matter-of-factly it is super convenient and already widely used by both small and non-commercial entities as well. 

And this approach or process of content marketing happens through something called the CONTENT MARKETING FUNNEL.

This funnel again is a process by which someone becomes aware your organization exists and then ultimately decides to use your services in an appropriate way depending on the type of user.

It is called a funnel because the number of potential users decreases in each next segment of the funnel.

And what do we do with this funnel?

We (your organizations communication content) are the water that moves the audience through the funnel so that they slide to the bottom of it, becoming your users.

At the top of the funnel people – your potential users do not know you exist, in the middle of the funnel they become interested in what you are offering and on the bottom of the funnel they are deciding to become your users.

So there are different pieces of content that belong to each section of the funnel and serve to facilitate this user journey and support conversion.

• Widest audience;
• Most general;
• Interested in what you do;
• Least ready to convert (become your user);
• Lowest value.

Content at this stage helps the audience find you for the first time. It’s important that your content is informational and relevant to their problem. They are not ready for a “sales pitch” about your offering yet, since they might not fully understand their problem or available solutions.

So TOFU content should be general enough to reach a wide audience, but focused around a problem your user actually has, while also making a natural sequence to the next step, like filling out an online form for a download for example. This way you are making that first connection, potentially building an e mail list and helping to continue the conversation with them.

Combine your existing knowledge about your user persona to find content topics and keywords for ToFu. Even if your content won’t be searchable (such as a social media post) make sure it’s relevant.

1. Social media post

2. Infographic: Give users an overview about a question, problem, or topic, ideally showing easy-to-understand statistics about others with the same concern. Example: Most popular studying applications infographic.

3. Overview blog: Using high-search keywords deliver a blog post to help your user understand the problem and what they could do about it. Example: 5 ways for quick exam preparing

4. Short video: Create a short (less than 10 minute) video that will help your persona. The video can be general and address a particular topic and not necessarily a specific problem. Example: 10 memory improving tips in under 10 minutes.

5. Quiz or survey: Use a series of short questions to get more information about your user and help them understand a topic, problem, or community. Example: What type of student are you?

6. Introductory email: Welcome your new users and use awareness stage content to move them to the next funnel stage. Example: Beat these 5 student’s problems.

• Targeted audience;
• Meets buyer persona criteria;
• Interested in a benefit you provide;
• May already be a lead;
• Moderate value.

The user is now researching solutions to their problems or finding ways to fill something missing in their life. The content for this funnel stage should explain solutions, address objections, and present benefits of each solution. While it’s ideal to present your solution in its best light, you should remain realistic and honest obviously 😊

Depending on the product or service, users may spend a little or a lot of time in this stage.

High value services or ones used every day will require a longer middle of the funnel stage, and more content. It’s important here to estimate and keep track of how long users spend in this stage, and to understand what triggers signal they’ve moved into this stage and out of it.

7. Email drip: A series of nurturing emails with content based on the users’ interests or demographic. Use an appropriate voice and provide content or link to content that addresses objections and explains solutions.

8. In-depth blog

9. Relevant news: If new invention, big event, new place of interest, institution opening or other news relates to the user’s problem, it can be helpful content, but should be chosen carefully. Example: New library for University students.

10. Checklist: Help users solve a problem using an organized set of tasks. Example: 8 points students should have on a budget checklist before go shopping.

11. Guide: Lend your industry expertise and show the best way to solve a problem, including detailed step-by-step instructions. Choosing your University guide: all the undergraduate info you will ever need.

• Narrow audience;
• Interested in your specific product;
• Ready to use;
• High value.

At this sales funnel stage, your user understands their problem, has selected their solution, and is now looking for a particular service. Ideally, by offering them the previous information they needed, you’ve already forged a relationship with this person and they’re more likely to choose your organization.

It’s helpful here to demonstrate how your projects/organization works, showcase important features, and show benefits users receive through them. Though the ultimate goal is conversion to user, all ToFu, MoFu and BoFu content types should focus on helping the user, not selling to them.

Previous user testimonials, case studies or endorsements from experts on this topic or influencers can help provide information at this stage without a direct “sales pitch”.

12. Testimonials: Testimonials are key to establishing social proof and trust.

13. Project/Organization demonstration: Show your work in action in a short video.

14. Project features: Show what your projects can achieve and the benefits they provide.

15. Webinars or Webinies: These video instruction segments are ideal for services with higher buyer resistance. To keep users’ attention, shorter (5 minute) webinies have become a common replacement for webinars (20 to 30 minutes or longer). Example: Respected professor address student procrastination and how to avoid it in upcoming webinar.

But do you know how the effectiveness of content marketing is measured?

How you know your content marketing is actually working ?

It is through to lead generation

Lead generation is exactly this process of identifying and cultivating potential users for your organization’s services.

So you will know if your content marketing is successful if you are generating interest from your desired users and managing to convert them.

If you are not getting new users or increasing interactions with existing ones there is a crack somewhere in your content marketing process and you should investigate the layers of your funnel to understand in which part your funnel is leaking – losing potential users.