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Stop Spending Money on Content Marketing, Do this Instead

To know how to adapt your content, you must of course precisely define your target and know it very well to create the appropriate content.

You need to establish the typical profile of your average buyer. In B2C, the buyer is often motivated by a personal desire, without really external constraints. In B2B, it is often at the heart of complex purchasing processes during which several players in the company intervene. However, there remains the one who will make the decision to use your services. Depending on the composition of your offer, it can be the purchasing manager, the sales manager, the person responsible for renewing IT equipment, or the CEO.

Put yourself in the person’s place to understand their state of mind. What are her wishes for her business and for herself? The psychological dimension is important, this person will try to do the maximum for his business, but will also try to turn to the solution that will value him most individually. What is your audience’s overall experience with your brand? Take the awareness step, or at the top of the funnel, people are open -minded and curious. At this stage of their journey, they expect to be educated, inspired, impressed. This is an opportunity for your brand to present powerful content that informs, excites and motivates.

In turn, this should increase your brand awareness, positioning you as an authority: known, accessible, trustworthy. After that seeks to move your target from the awareness phase to the crucial consideration phase, the one where she begins to associate your brand with the product or service she wants or needs? In short, how do you make sure that people feel compelled to research your product and visit your website? For this a plan is crucial. You have to know exactly what you want to achieve and work backwards. Data entry is invaluable. Think about subscribing to newsletters, discount codes or accessing an eBook, for example.

At this point, the content that brings your product to life through hands-on videos or written case studies is really compelling. It allows your audience to view the product or service according to their specific needs. They begin to feel the value. The marriage of e-commerce + content is a good example. When consumers click on a product, informative content is displayed next to the product, such as technical and usage advice.

This improves the customer journey, making it go smoothly to the conversion phase. There are a few things to think about: the content isn’t limited to blog posts or infographics. Identify the media that works best with your current audience. Research, optimize your search strategy, by providing product-specific landing pages to meet the individual interests of your customers. By moving Facebook and Pinterest users to marketable content pages rather than linking them directly to product pages, you can get your customers through the funnel, increasing the number of product views, orders and sales.

It is intuitive and relevant to move visitors smoothly from the awareness phase to the conversion phase. Don’t be in a hurry to get into content marketing. try to understand the expectations of your typical customers at each stage of the journey and develop your content accordingly. Also remember the call to action. Whether subtle or daring, ensures that it is timely and anticipates customer needs.

A lawyer by training, I developed a passion for digital and acquired solid skills in the creation of digital content. For me digital marketing is the key to the success of businesses in the 21st century.

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