Partially right; however, this is not the case if you assume that content is a collection of blog posts, Twitter messages and site pages utilised in conjunction with a company’s goals. All of the above are important in the context of content management, but there is much more to it than just those three things.
Anyone interested in or already working in digital marketing should familiarize themselves with the steps necessary to create an effective content marketing plan. In order to execute a successful digital marketing campaign, every content manager and strategist should be conversant with the topics discussed in this section. Choosing the content marketing strategy is important here.
Navigate the Content Marketing (Sales) Funnel effectively
Three primary phases are defined as awareness, evaluation, and purchase in a sales funnel: they are all stages of a buyer’s decision-making process. In order to better understand what drives customers as they go down the funnel, sales and marketing professionals must pay close attention to this process.
To a certain extent, content marketing is considered outreach, which means that it takes place at the “top” of the sales funnel, rather than the bottom. This part of digital marketing may seem to be “far” from the actual money-making (sales) portion of the funnel to those who are unfamiliar with it. Nonetheless, this is not the case.
The process of attracting new customers is known as customer outreach
Persuading customers to make a purchase is known as conversion. The transaction is complete when it is closed.
Retaining customers is the act of building brand loyalty and enticing them to come back.
When it comes to brand awareness and lead generation, the “top” of the funnel is where most of the action takes place. In order to reach the broadest possible audience and get a better knowledge of your company strategy, you should use this opportunity to cast a wide net and interact with as many people as possible. Even so, a top-notch content manager or strategist knows how to keep customers interested at every point of the funnel and how to get them to return again and again.
You may think of your content as data
A content strategy is not about how many blogs an organization should publish each month, how much time it should spend on Facebook Live, or whether or not it should create a whitepaper. Instead, it’s about how the material is organized. The importance of quality cannot be overstated, yet it is not a strategy-defining aspect. However, they will not be the key determinants of your strategy-making process.
If a content marketing strategy is to be effective, it must take into account how the intended audience will react to the content that is being produced. It is possible to use your knowledge of how to successfully spin your material in one stage of the funnel to the next stage of the funnel as soon as you have mastered the technique.
Using the information you gather, you may refine your strategy. An effective strategy requires constant monitoring, tracking, and reporting in order to consistently improve and adapt toward more conversions. In order to effectively serve your customers, you’ll need to know where they’re coming from and where they’re going. Another way of saying this is that you need to be aware of the flow of traffic at all times.