If you are looking for a way to attract customers without advertising your product right away, you need to know the Content Marketing. This strategy aims to generate more value for your target audience, drawing their attention naturally and without interruptions.
Planning, execution and measurement are the 3 main stages of Content Marketing. And we're going to tell you about this strategy in today's content. Good reading!
What is Content Marketing?
Focused on creating and distributing more relevant content for its customers, Content Marketing It’s a natural way to attract visitors and answer all their questions on different channels.
In short, it is not a practice designed only to generate sales. But, rather, involving the customer with a story that has value and is in line with what they were looking for or identify with.
O Content Marketing It is part of the Inbound Marketing strategy, which seeks to attract your target audience in a non-invasive way and without interrupting what they are accessing.
In fact, here on our blog, we have complete content about Inbound Marketing which is worth checking out!
Continuing, Inbound Marketing follows 4 main pillars and we will talk about them below:
To attract
Firstly, inbound focuses on attracting the customer through relevant content. This customer can find the content through a social network or by searching on a search engine. In other words, through this strategy, more people begin to become interested in your business and follow you more frequently.
Converter
The second step is to try to transform that visitor into a Lead, bringing them even closer to your brand. After that, we move on to the third stage.
Sell
The lead has already shown interest in your product, so it's time to show that you have the best solution for them, and complete the sale!
Contrary to what many think, contact with the customer does not end after the sale. It is important to maintain a relationship with your lead, creating and delivering more content that is of interest to them.
Content Marketing Strategies
Of course, it's not enough to just write and publish content without defining where you want to go. First of all, you need to plan the details, define your target audience, choose themes and channels where they will be published, etc.
Finally, it's time to make it clear what results you want to obtain with the Content Marketing.
Persona
A semi-fictional representation of your ideal customer, the Persona is the basis for planning your sales strategy. Content Marketing. The Persona definition is constructed through an interview with your best customers, in order to acquire and identify the common traits they possess.
In fact, with Persona planning you know the main pain points of those who consume your content, managing to chart an easier path through the purchasing journey. Furthermore, the creation of a person contributes greatly to the decision of the topics to be addressed.
Define objectives
Therefore, defining clear objectives helps to discover the best actions for the company to achieve more satisfactory results. However, defining this objective must bring real benefits to your business.
Furthermore, it is necessary to evaluate your perspectives, analyzing what changes must be made so that the result is achieved as quickly as possible.
One tip is to reflect what the company is looking for:
- Do you want to generate more awareness for your brand?
- Have more engagement on your networks?
- Want to attract more leads?
After defining the objectives of your strategy, it's time to analyze the metrics to see if the campaign is performing well. Here come the key performance indicators, the famous KPI.
With it, you can know if your campaign is successful. Prefer a KPI that is easy for your team to understand and capable of generating positive actions.
Sales funnel content
Now, let's explain the different stages of the funnel so that the consumer can move faster to the conversion stage.
Hopper top
The top of the funnel is responsible for visitor learning and discovery. The interesting thing here is to create and produce content such as: blogs, videos, informative e-books or even a podcast on platforms like Spotify.
Furthermore, it is important to highlight that here the customer still has no intention of purchasing a certain product. In other words, your mission is to attract their attention.
The idea is to create interesting content that makes you visit your website more often!
middle of funnel
The focus here is to provoke recognition of a problem, when the visitor is looking for a solution. It’s the opportunity to turn you into a potential lead.
Finally, the content mentioned for the top of the funnel can also be used here, however, in an even more informative way. In addition to them, a webinar is also recommended to answer this lead's doubts, showing the opinion of experts.
funnel bottom
Finally, the lead has reached the bottom of the funnel, a stage where they are already considering purchasing a certain product. Therefore, the greater the contact, the more his confidence in his work grows.
Show customer reviews real, indicates that your company has already solved similar problems and is prepared to solve them for your new client as well.
And, of course, the content can and should be focused on your company and the product you are thinking about selling.
After all these stages of the funnel, it is also important to think about after-sales, as we mentioned at the beginning.
Retention
It is in retention that you have the opportunity to make the lead close a deal with your company again. You can send some support material or form to find out what the customer is thinking about your product, showing interest in the lead's opinion about your business.
Any content that generates value is interesting at this stage; the important thing is to keep the customer satisfied. This way, they recommend your product to other people and continue purchasing your content.
Best channels to publish your content
Now that you know the main strategies for attracting the best customers, it's time to find out which are the ideal channels to publish the content that you've built with great dedication.
First of all, it is important to highlight that your content needs to be present on the channels that your target audience uses, otherwise the results will not be as expected.
- Social Media: the search for content on social networks increases with each passing year, currently being the main channel of dissemination.
- Blog: Next we have the blog posts. Here, all traffic generated is exclusively for you, in addition to receiving many clicks per month.
- Videos: A great advantage of publishing your content on video is that it can easily be consumed on different devices. Additionally, many people prefer to see and hear content rather than actually read about it.
- Email: Investing in email marketing is also a good strategy. However, it is necessary to comply with good practices and not purchase ready-made contact lists. You need to win over your audience and spark their interest in always receiving your content.
Time to put Content Marketing into practice!
Now that you know the main ways to make content move forward, it's time to finally put everything into practice and attract even more leads to get to know your company.
Don't forget to choose a good keyword; It is through this that the public will find your content. So, you need to do in-depth research and analyze which keywords are ranking the best.
Above all, it is also necessary to pay attention to the scannability and size of the content so as not to make the text too long or tiring. It is recommended to start with a text of at least 500 words. It is long enough for the reader to have all their doubts clarified.
Have some images in the middle of the text to draw the lead's attention even more, as well as subheadings and more important parts highlighted in bold.
Last but not least, review your content and see if it is optimized for SEO. Once all this is done, it's time to promote the material on your social networks or deliver the news through a well-produced marketing email.
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