In 2020, using content marketing to make consumers aware of your brand and products and then push them through to the interest, desire and action phases of the funnel is the aim. However, how exactly do you go about achieving this? Excellent content and social distribution should always be the starting point.
Consider the entire funnel
Recent studies have found that content is largely deployed during the awareness phase at the top of the funnel, but it is equally adept at delivering results at the middle and bottom.
Leads who are already engaging with your brand in some way want persuasive, educational and targeted content. You will need to provide information that can help a brand come up with solutions to its problems. In return, you will be nurturing important leads and keeping tabs on their purchase intent.
In-depth editorial content is a good option during the tricky middle phase as it will provide value and deepen relationships. If you want to be a little more creative in person, perhaps try a few webinars or even live events.
When getting to the bottom of the sales funnel, you should move on to turning leads into conversions and sales. Inspiring some sort of action is the aim. Blogs are again, an excellent choice here, and you could frame it around a case study. Just make sure to make it accessible on your site as well as social media.
Social media management
Keeping on top of content distribution across a range of social media platforms can be challenging, so you may want to outsource management to a third-party agency. They will be able to set up and maintain a consistent, regular schedule for your content and take advantage of the unique features inherent to each platform to amplify the reach of posts.
Social media is also an excellent outlet for storytelling as you can create memorable content within posts and then link to news, articles and blogs to drive further reading and action. You could even include snippets and bitesize overviews of more comprehensive pieces to make your investment in content creation go even further.