When developing content marketing strategies, attention should be paid to the interaction of published content via owned and earned media and corresponding paid measures for content promotion , but also classic product advertising.
It is becoming increasingly important to position your brand digitally in the relevant thematic areas so that no one can ignore it. This means positioning in search engines, social media , specialist portals costa-rica phone number data and other touchpoints along the customer journey. And not least in the customer's memory. And this works better through content than through advertising. Classic push advertising is becoming less and less important for initial contact, but is instead used to support subsequent contact stages.
This makes all marketing activities more effective and improves conversion rates.
Depending on where a (potential) customer is in the research process, they should be addressed differently. It could look something like this:Content marketing customer journey
When creating and planning content, you should make sure that the content is created according to the level of knowledge of the potential customer. Here, for example, you can consider the following three phases
There are different approaches to defining the phases. Eugene Schwarz, for example, has developed a 5-stage model which is divided into the phases
Content should be designed according to the different phases. In the research phase, basic articles on general topics make sense, as many potential customers are not yet aware at this point that a particular offer is available to them. In the comparison phase, offer-specific content makes sense. These first two phases are the most important phases for content creation. The phases of the customer journey for which you want to create content is a question of cost/benefit. In general, it can be said that the later you are found with content in the customer journey, the lower the wastage.
In addition, different types of content can have different goals. In his FISH model, Mirko Lange thought about the purpose of content and differentiated content types according to purpose. More on this in this article:
When distributing content, you should make sure that the right content is addressed to the potential customer at the right time. Marketing automation or automated planning systems can help here when it comes to content distribution via email, social media or paid media . In order to increase the chances of success for distribution via earned media , you should also use content highlights or content marketing campaigns . Content marketing campaigns are also an effective means of achieving short to medium-term goals such as leads , backlinks or social buzz: More on this in this article.