Content marketing is an important part of top of funnel marketing. Content marketing for top funnel websites has three goals: to attract visitors, create brand awareness, and build a relationship. You should also aim to convert qualified leads from these visitors. Video content that is transcribed by search engines and made available to the public for them to read are great ideas for content marketing. You can also create informative infographics, explainer videos, and videos containing infographics and video content.
Informational content
Two primary goals are required when creating a top-of-funnel strategy for marketing. Your content must first grab the attention of your target audience. Then, it should establish a connection with them. After they have established a connection, the secondary goal is to convert them into qualified leads. A blog series, or white paper, might be created by a company who makes anti-cyberattack products. This will highlight the best practices in protecting your corporate defenses from phishing attacks. This is why you shouldn't make a sales pitch. Instead, focus on creating content which highlights a problem and offers a solution.
Inspirational content
The best top of funnel marketing strategy is to create inspirational content that aligns with your brand. Do not get too specific about the product. However, if your content is engaging and aligns with the needs of your audience, you will eventually attract a buyer. You could offer piano lessons for free, or even a guide to success. This will drive prospects to the checkout page and help them move up the funnel.
Infographics
Using infographics to share information on your site can boost your SEO rankings and increase website traffic. These visual presentations stand out on social networking sites such as YouTube and Twitter. Micro Focus has recently revealed that we consume billions worth of internet content daily, including 500,000,000 tweets, 4,000,000 hours of video on YouTube, and 4.3 Billion Facebook posts. Infographics are a great way for your website to stand out from the crowd and rise up the search engine rankings.
Video content
Video content is a great tool to reach top-of the funnel customers for businesses that want to grow their customer base. Top-of-funnel consumers have not yet been exposed to your brand, and need an introduction to learn more. Video content can be used to educate and inform consumers, as well as give them enough information so that they become interested in your company. The goal is to build awareness for your brand, and turn warm leads into clients.
Model of hub-and-spoke
The hub is at the top and drives prospects and customers towards the spokes. These pieces are informative, and they serve the purpose of driving readers towards the hub or spokes. This type of marketing strategy is for marketers who ensure that the spokes and hub provide the best value. Hub pages should be comprehensive and detailed, while spoke pages should target longer-tail keywords. A well-organized hub page will contain visual elements that can enhance its content.
Social media updates
It is important to diversify your social media audiences and campaigns when you create social media updates that are top of funnel marketing. This will improve your campaigns' stability and offer more opportunities for testing. While your original goal may still be to increase revenue it might shift to focusing on the customer's journey. Keeping in touch with your potential customers until they are ready to buy is vital, and social media updates can help you accomplish this goal.
FAQ
Why should I have a Content Marketing Strategy in place? Why should I not only send out emails, but also post social media updates.
There are two main reasons why you might not want to use a Content Marketing Strategy.
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You may believe that email marketing or social media posts will be enough to get people talking and sharing your brand's story.
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This type of content might not be practical if you haven’t yet tried social media posting or email marketing.
Both assumptions are incorrect.
Email marketing, as well as social media posts, can be excellent ways to communicate with prospects or customers. But they don't suffice by themselves.
Your goals can't be achieved by an email campaign. Instead, it needs to be part of a larger strategy. You can't rely on social media to help you reach your goals. They need to be part of an overall plan.
This is where your Content Marketing Strategy comes in. Creating a strategy that sets clear objectives for each piece of content allows you to manage your entire content creation process.
As a consequence, you will be able spend more time on other vital aspects of running your business, such as growing your customer base and increasing conversion rates.
A Content Marketing Strategy is a great tool, but it doesn't necessarily make it easy.
But, having a strategy in place makes all the difference.
What does it mean to be a Content Strategist
A content strategist helps brands tell stories by crafting engaging messages that connect emotionally to their audiences. They are storytellers who help brands tell brand stories that motivate people to act.
Content strategists are skilled at creating strategies that will engage customers and prospects. For example, they combine data analytics and storytelling to craft experiences that inspire consumers to visit stores, buy products and share their excitement online.
They know how to incorporate social media platforms into their campaigns. They can also leverage technology tools such as virtual reality or video to deliver memorable customer experiences.
Content strategists are responsible for translating ideas into tangible plans that marketers can execute. This includes creating content for print and television, developing creative briefs, managing budgets, and creating content.
How does content marketing differ from traditional advertising?
Traditional advertising is focused on attracting attention. Content marketing is about providing value. Traditional advertising is often a waste of money because most people ignore it. However, content marketing can lead to much higher engagement rates.
How much content marketing should I invest?
It all depends on how many leads are you looking to generate. Depending upon the industry, the average cost for a lead can range from $5 to $10. For example, when we first started our business, we were spending about $20 per lead. Today, we spend about $6-7 per lead.
How can I measure success with content marketing?
There are many methods to determine the effectiveness and efficiency of your content marketing strategy.
Google Analytics is an excellent measurement tool. Google Analytics allows you to see the origins of your targeted traffic and which pages they most often visit.
It also displays how long each visitor remains on your website before leaving.
You can then use this information to improve your content to get people's attention and keep them engaged for more extended periods.
The following questions will help you to measure the success and failure of your content marketing efforts:
Are my new subscribers getting any value out of my email newsletters? What percentage of my mailing list have purchased paid memberships? How many people have clicked through to my landing page? Do those who click through convert at higher rates than others?
These are all important metrics you need to monitor and track over time.
Lastly, another great way to measure content marketing success is to look at the number of times people share links to your content across social networks.
Start now if you don't already. This could make the difference between being noticed and not being seen in your industry.
Statistics
- Forty-seven percent of buyers view 3 to 5 pieces of content before engaging with a sales representative. (mailchimp.com)
- In fact, would pay more for a better customer experience, and 86% of B2B buyers would pay more. (neilpatel.com)
- Content marketing produces 3X more leads per dollar spent. Content marketing costs 62% less than traditional marketing. (criteo.com)
- According to our research, 65% of companies with very successful content marketing in 2021 ran content audits at least twice a year. (semrush.com)
- Measure your goals with a progress indicator of 0-100%. Make your goals collaborative and transparent (semrush.com)
- Seventy-two percent business to business (B2B) (mailchimp.com)
- An example of an overarching goal could be: "In 2022, we want to achieve a 20% increase in revenue created by organic content and generate 15,000 MQLs with a budget of $30,000." (semrush.com)
- According to the Content Marketing Institute, 70% of B2B marketers and 86% of B2C marketers surveyed use content marketing in some form or other. (criteo.com)
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How To
How do you develop a content marketing strategy?
The first step in creating content for your clients is to define what kind of content. Once this is defined, it's time to start creating content. This could mean creating an editorial calendar and planning the source of these content. Every piece of content should have a purpose. It doesn’t matter if you are writing blog posts, social updates, or any other content, they all have to accomplish a single goal.
After you decide what content type you want to produce it is time to discover who your target market really is. You need to know who your target market is and why they would be interested in what you offer.
Next, you need to identify your target market. Then, find ways to communicate with them. While social media platforms are a great way to connect with people there are other options such as webinars, podcasts and videos.
Once you have decided how you want to communicate with your target market, the next step will be to identify what topics and types you want content to cover. Again, this goes back to determine why you're writing the content. What problem does it solve Are they satisfied? Will it make their life easier?
You now know what content you like to write. Now it's time for you to decide what you want. Is it possible to share information related to your industry? On current events? What about specific products or services? The answer to this question defines your focus.
Finally, once you've answered those questions, it's time to combine everything into one complete package.
You want to ensure that every piece of content you create serves its purpose. It's not a good idea to waste any time or energy. You must ensure quality in all your content.
It is important to remember that content marketing has many moving parts.