The Guide to Full-Funnel Content Engagement
December 19, 2020
Converting Buyers Through Content is More Necessary than Ever
Your ideal customer is constantly changing. Whether that’s due to job changes, additional work-loads, shifting needs, or even just personal preferences; there’s little consistency. This sporadic buying environment is only going to get more and more challenging as new solutions come about that add in more research around needs that haven’t even arisen yet. Marketing to a current tech buyer is hard. Often times, marketing departments over-complicate the methodology of what it means to engage with a targeted customer. There’s a simple practice that is forgotten about: the marketing funnel. The first topic that comes to mind when talking about the marketing funnel is, “How can we shorten the time from the top to the bottom?”. Marketing starts at the top of the funnel, and you don’t have to be afraid of that. In fact, by effectively engaging with your buyer at the top, you increase your engagement through the rest of the funnel by 5X.
Lack of Content Engagement
You wouldn’t be alone in thinking that full-funnel marketing engagement seems nearly impossible for today’s buyer. The sheer thought of keeping someone engaged with your brand throughout the entirety of the marketing funnel doesn’t even seem like a reality. Well, it is, however you can’t engage with buyers that don’t know you exist. This is where full-funnel content marketing comes in. By creating an effective content strategy that involves high-quality engagements throughout the entire buying process, you enable consistent marketing conversions, step-by-step; and it all starts with the narrative you tell. Think about it this way- when was the last time you thought about a software you researched? If have recently, there’s a strong chance there was a story tied to that research. People remember stories, not solutions. What’s the best way to craft a story? Through personalization. The more you know about your ideal customer profile, the more you can speak directly to their needs and create a lasting narrative that the buyer can relate with. By creating content that is personalized, relatable, and helps tell a brand story; you start down the path of full-funnel content engagement– but where does it begin?
Using Content to Generate Demand
First off, any content you produce should have 100% of it’s focused allocated to a singular action-item: the title. It doesn’t matter how well-researched your content is, or how many customized graphics you created; if the title doesn’t catch the target’s attention, they’ll never read it. Remember that ideal customer profile we talked about? Well, this is where you utilize all that research your team has done and come up with a list of needs and questions the customer might ask to determine the topic of your content. At the same time, your go-to-market strategy with each piece of content you produce should be synced up with this challenge/need, rather than the solution you offer. This creates an immediate connection to the reader, prepping them to stay engaged with whatever type of content you put in front of them. Whether it be a white-paper or a video, meaningful engagement is the most important part of generating demand through your content. The best way to do this? Serve up the type of content that your buyers want. Again, this requires research, but if you know that you targeted customers don’t like long-form white-papers and ebooks, why try and force it? A video or infographic, in that instance, might be a better option to focus on. This really drills down to the fact that you have to meet your buyers where they are, with content that matters to them. In doing so, you’ll generate the ever-sought-after inbound lead.
So, what is the summary here? Mastering full-funnel content marketing will result in high-quality, inbound lead creation through effective demand generation. If you want to put this content strategy into place, you’ll need to spend the time (and sometimes money) into researching top performing topics. There are content optimization tools that exist out there to help with that, as well as marketing agencies that focus on branded content. Once you have your designated topic, you’ll need to optimize it for SEO. By creating long-form, SEO-based content, you capture buyers that are researching at every step of the marketing funnel. Lastly, you’ll need to give your customers a way to find and engage with your content. A successful content strategy will include multiple touch-points and channels to promote the desired content piece. This could be through email, content syndication, social media- in fact, you should probably have about 3-4 channels you’re promoting your content through at any given time. DemandScience’s content creation solutions actually take care of this entire process for you; ensuring that your content speaks directly to your buyer set, and will create lasting engagement and profitable conversions. By leveraging our CreatorHub of writers and designers to focus on your specific needs. Check out how DemandScience can help with full-funnel content conversions!