The best way to acquire targeted traffic is to provide your visitors with high-quality content at the right place and time throughout the customer journey. Your organization should aim to deliver relevant content at each stage of the purchase cycle, commonly called the sales funnel.
Most organizations focus the majority of their content marketing efforts in the awareness and consideration stages. It’s worth noting that, depending on the makeup of your marketing team and whether your organization is B2B or B2C, content in the consideration stage might be produced by Product Marketing, not Content Marketing.
Know your audience and your goal
Before you start creating a piece of content, you should always identify its audience and its purpose. Are you targeting IT managers or CMOs? Or maybe your audience is new parents or single males between 18 and 25? Clarify your audience and write for them. Just like your company’s products and services, high-quality content addresses customers’ questions and helps them solve a specific issue or challenge.
It’s also worthwhile to assess the purpose of your content in more specific terms. For example, are you developing an article to drive conversions on your website? Or are you retargeting referral visits, shares, and inbound links? Understanding your motives is an important step before you get started, so you can ensure you create content that supports your goals. Of course, a piece of content can serve multiple purposes.
Vary the format of your content
There are many ways to format compelling content, and seasoned content marketers take advantage of them all. Here are some content formats we recommend. Try changing formats often to keep your content fresh.
How-to: Teach your readers how to do something. Example: How to write an elevator pitch.
Lists: Organize the content in a list. For instance, the top seven hair care tips for men.
Compilation: Compile all the third-party content on a topic. For instance, get essential advice from five sales experts.
Explanatory: Explain what the thing is, such as, what is SQL (Sales Qualified Lead)?
Thinkpiece: Share your opinions and observations, for instance, how social media is revolutionizing selling.
Why: Explain why the thing exists, for instance, why solution selling is useful.
Profile: A detailed look at a person, product, company, or trend. Example: CEO Jane Doe knows how to lay content marketing strategies.
Survey: Survey the readers with a linked or embedded form. For instance, what are the crucial skills to succeed in the sales department?
Q&A: An interview with someone, for instance, an interview with Sales Executive John Doe on dealing with the management team.
One of the foremost things that you need to keep in mind when it comes to content marketing is that the results take some time to show up. What you need to do is stay consistent and patience in applying the strategies and you will get your content to rank well.