Content marketing is a marketing technique based on creating, publishing, and sharing content of interest to your buyer personas . But how do you know which marketing content is truly valuable to your audience?
If you want to optimize your content strategy, you’ll need to address two main requirements: 1) have a clear and defined target audience, and 2) lay out the different content you want to convey.
This way, you can guide your potential customer throughout their Buyer Journey, providing them with the right content in the right format at each stage.
It’s essential to have a good content marketing strategy behind it. Below, we explain what you can achieve with your content strategy, delving into the different formats of valuable content.
What are the objectives of content marketing?
The classic Buyer’s Journey consists of a 3-stage funnel, which HubSpot complements with a different model called the flywheel model , a wheel with 3 constantly moving phases: attract (marketing), close (sales), and delight (services). Regardless of the method used, there are always 4 main objectives in a content marketing strategy:
1. Attract: Attract visitors to your website or blog.
2. Convert: Obtain the traffic that has been generated by leaving their personal data, turning them into potential customers.
3. Close: Get these leads to buy and ultimately become customers.
4. Build loyalty: Make your consumers fall in love email data with you so they start talking about your brand, product, or service.
What valuable marketing content can we use?
Now that we’ve covered the objectives of content marketing, let’s learn about the different ways to drive traffic to your content and convert visitors into loyal customers. Next, discover the most valuable content marketing formats:
1. Blogposts
Aside from your website, your blog can be considered the most powerful tool for attracting potential customers. It’s also excellent for SEO, helping your relevant target audience find your content.
Blog posts can be used for every stage of the Buyer’s Journey, but they work best for the awareness and consideration stages. For example, you can scalable pricing for changing databases write multiple blog posts describing various aspects of the problem your product/service addresses. Going deeper into the Buyer’s Journey, other formats (like the ones we’ll discuss below) tend to work better.
The great thing about blog posts is that almost anyone can create them. They tend to be one of the easiest and most affordable marketing resources. If you really want to go beyond your blogs, consider expert posts.
Ideally, your blog should combine standard posts (at least 300 words) and premium posts (1,000 words or more). This article offers a good explanation of the length your post should be, depending on the purpose of the post.
HubSpot has a useful blogging tool that allows you to organize posts into Pillar Pages and Topic Clusters . This strategy uses links to create botswana business directory relationships between content, helping your pages rank better in search engines.
Finally, your posts should be published regularly, not just on your blog. Publish them on social media or include them in your newsletter. This will facilitate customer engagement.
Pro tip: Include a CTA or banner in your blog posts to guide visitors to relevant, gated content.