Content marketing is a strategy based on the generation and delivery of relevant and valuable content to attract a specific target audience, or rather, your “persona”. Persona, as professionals in the field already know, is a semi-fictional profile that represents your company’s ideal customer and their behavior.
Ok, but how does it help to generate more sales?
Generally, the goal of content marketing is to generate leads and then sales. One issue that is often discussed is whether producing content is worth it, as the results are not always short-term. However, there are several strategies to accelerate the achievement of your goals, as long as you keep in mind all the stages of the sales/marketing funnel.
Funnel stages
The sales funnel is a model that represents the different stages that customers go through before making a purchase. The three stages of the sales funnel are: top of the funnel (ToFu), middle of the funnel (MoFu) and bottom of the funnel (BoFu).
At the top of the funnel, the objective is to attract and educate visitors so that they become leads (a new registered contact or new customer). In this step, the content should be informative and educational, covering topics that are relevant to your target audience. Some content ideas for ToFu include blog articles, infographics, guides, and eBooks that cover topics your target audience is interested in.
In the middle of the funnel, the goal is to nurture leads to move them forward in the buying process. In this step, the content should focus on educating and informing leads about solutions to their problems. Some content ideas for MoFu include webinars, case studies, and whitepapers that demonstrate how your solution can help your leads.
At the bottom of the funnel, the goal is to convert leads into customers. In this step, the content should focus on offering detailed information about your solution and how it can solve your audience’s problems. Some content ideas for BoFu include product demos, free trials, and specific case studies that demonstrate how your solution has helped other customers.
Measuring Results Throughout the Process
To generate sales from content, you need to measure the performance of your campaigns at each stage of the funnel. This will help your team understand what is working and what needs tweaking. Some important indicators are the number of visitors at the top of the funnel, the conversion rate of visitors to leads in the middle of the funnel, and the conversion rate of leads to customers in the bottom of the funnel.
Integrated Communication makes the magic happen
Another key issue that should never be forgotten is the integration of content and SEO strategies with other tools and resources, such as social media, offline campaigns, web events, promotions, among others. Integrated, creative marketing based on in-depth research on your persona is what drives traffic to your website/blog, sparks interest in rich materials like eBooks and opens up opportunities for conversations in Chat or Whats app and Telegram. In addition, really useful content also generates gratitude in the persona, which activates the “reciprocity” trigger and increases the chances of conversion and sales. That is, if your content has resolved anxieties and pains for someone, at this moment a bond is created and your brand will have a great chance of being preferred over the others.
Now go!
In short, to drive sales with content marketing, it’s important to create content that is relevant and useful to your target audience at every stage of the sales funnel. In addition, it is important to monitor campaign performance to identify opportunities for improvement. With the right content marketing strategy, you can generate leads and soon sales for your business.
Need to upgrade your content creation? Write me!
Among other skills, Denise Maciel is certified in Content Marketing by Federal University of the State of Paraná – UFPR (BR) and Inbound Marketing by Hubspot (USA).
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