Content is king
More than a mantra, this phrase is an indisputable truth in the marketing world. In today’s digital age, it is not enough to produce content; this content must be relevant, valuable, and, above all, aligned with your business objectives.
Next, we will explore the crucial third step of the Method Seven: content strategy.
Fueling your Strategy: Content
According to Aberdeen Group, B2C customers who interact with a brand’s content have a propensity to buy that is 131% higher compared to those who do not interact. This statistic shows us the undisputed power of content.
But it’s not just any content. Content should fuel your entire marketing strategy to engage potential customers and manage interactions throughout their journey.
It must be relevant, up-to-date, educational, reliable, and allow the user to do something useful with it.
As I discuss in my book “Sell more in seven steps”
“You need to start thinking about how you’re going to generate this content.”
Keys to success
- Define Clear Objectives: What do you hope to achieve with your content? Looking to generate leads, improve brand awareness, or perhaps increase conversions? Having clear objectives is fundamental to measuring success.
- Adapt your content to your Buyer Personas. Don’t miss the post I recently launched related to the First step of the Seven Method.
- Prioritize quality over quantity: Instead of constantly posting, focus on producing high-quality content that offers real value to your audience.
- Be consistent: Once you determine a posting frequency, stick to it. This helps build trust and keep your audience waiting for more. This must be a mantra and you must not give up.
Why is content vital?
- Notoriety and Visibility: Some content, well structured, can have more searches in Google than your own website or online store, becoming powerful traffic generators.
- Customer Maturation: Content allows you to mature the prospect through the different stages of the conversion funnel.
The Conversion Funnel
The conversion funnel, also known as the funnel, represents the customer’s journey from the moment we capture their attention to the final conversion. This funnel is segmented into three essential parts:
- TOFU – Top of the Funnel: It is the upper part, where we capture the customer’s attention. Here, it is essential to create awareness-raising content that generates interest.
- MOFU – Middle of the Funnel: Here, the customer is already considering options. Content should be more specific, showing how your product or service can solve their problems.
- BOFU – Bottom of the Funnel: Here, the customer is ready to make a decision. Content should be highly persuasive, showcasing testimonials, case studies, and comparatives.
We can see in this fantastic illustration from Moz that these stages of the funnel are closely linked to the generation of content, with the aim of carrying out a correct lead maturation from capture to conversion.
The Demand Gen Report indicates that 47% of consumers view 3-5 pieces of content created by a company before contacting a marketer.
Beyond statistics
The average conversion rate of a Facebook ad is less than 10% and that of an email is between 2 and 5%. These figures show us that, although we have a massive reach, only a small fraction converts.
But the power of content lies in working with that 90% that doesn’t convert right away. Through the right content, we can reengage, educate, and eventually convert them.
We will return to this point in subsequent posts in which we will analyze the most relevant content strategies such as blogs, newsletters, ebooks, white papers, videos, podcasts, etc.
Content, while king, requires an effective strategy to maximize its potential. By following Step 3 of Method Seven, you position yourself to take full advantage of the power of content, establishing your brand as a leader in your industry and building lasting relationships with your audience.
Don’t underestimate the importance of a well-thought-out content strategy; it is the bridge between your brand and your customers in the vast digital world.
Have a good week!
