We’ve been keeping this strategy a secret. It’s about time you know how to successfully market organic content…

The thing is, the traditional marketing ideology is no longer effective.

Gone were the old-fashioned days of obnoxiously pitching your services on all ad spaces and expecting a catch.

Just imagine: hundreds of ads are typically bombarding and following your consumers every single day. It’s only natural for them to develop the ability to simply tune out the advertisements instead of being forced to sit through the ad.

It doesn’t matter what medium you use – whether it be through billboards or Facebook ad spaces.

The same marketing dispute stands: your consumers are wiser. Their attention span gets shorter by the minute.

They grow more apathetic and unresponsive to your attempts at reaching them. content marketing quote 01

The result? Wasted resources over low conversion rates.

So we marketers thought: there MUST be a better way of reaching my customers.

Thus the birth of Content Marketing.

Why Content Marketing?

The modern consumer’s concept is this:

“I have a list of what I need. Everything else is trash and must not be given attention to in this busy, oversaturated world.”

But would you believe me if I’ll tell you that you can hook your complex consumer through content marketing?

… let’s break down the equation:

A modern marketer’s problem(s): too many advertisements, how to stand out, customers’ short attention span, etc.

The answer: Offer what your consumers need by providing truly relevant and useful content in solving their issues.

In short: you need to build yourself an attractive snare instead of chasing down the prize with a butterfly net.

“The #1 Secret of Content Marketing: Add value. That’s the secret. It’s not really a secret at all.” – Forbes
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This snare is your relevant content in catching consumers who are actively searching for information to solve their problem… A.K.A. Content Marketing.

 “Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content”, says Content Marketing Institute.

And so we think about disseminating useful information for our customers… which in turn will evolve into blogs.

BUT HERE’S THE BIG MISCONCEPTION:

Content Marketing Blogging

We have encountered multiple clients referring content marketing as merely blogging. But the truth is, all blogs are part of content marketing but content marketing is not restricted by blogs alone.

Blogging is one of the major foundations of content marketing but it is not the sole component.

How far is the extent of Content Marketing?

The perfect Content Marketing covers a consumer’s complete marketing journey.

A content marketer is not simply just a blogger who raises website traffic. A content marketer must guide its cold prospect throughout the stages of the marketing funnel.

“When we create something, we think, ‘Will our customers thank us for this?’ I think it’s important for all of us to be thinking about whatever marketing we’re creating; is it really useful to our customers? Will they thank us for it? I think if you think of things through that lens, it just clarifies what you’re doing in such a simple, elegant way.” – Ann Handley

 

NOTE: You can generate leads and sales even though your organic content. You read that right – through free, unpaid content. Contact us to learn how through a FREE CONSULTATION we offer for the first 50 companies booked.

Let’s talk about the classic marketing funnel wherein you’ll guide your customers through.

We have three basic stages:

Awareness, Evaluation, and Conversion.

marketing sales funnel

The Top: Awareness

Raise Awareness to your prospect’s problems. Make them realize they have a problem and follow with your presentation of the solutionthat being solution YOU.

This is the best place to make use of your blog as they are free and easily accessible.

The Middle: Evaluation

Your prospects will now be filtered and those that moves down the awareness stage will enter Evaluation.

Customers will now begin evaluating which options are available to fix the problem. The solution could be you – or your competitors. Some may even choose to take no action at all.

If they do consider to fix the issue through your form of solution, they will move down…

The Bottom: Conversion

The final stage of your customer journey’s cycle. It’s where your hot prospects will seal the deal and purchase your products or services… hence the “conversion”.

Remember that this is a cycle. The bottom of the funnel will not be the end. To get loyal customers, they must repeat the process back to the awareness stage until the conversion.

No prospect can move down the funnel without any quality material to satisfy their needs and wants.content marketing quote 03

This is where a good, tailored content is crucial.

You need content at the top of the funnel to make your prospects aware.

You need content at the middle of the funnel to help your prospects evaluate.

You need content at the bottom of the funnel to promote conversion.

“Our job is not to create content. Our job is to change the world of the people who consume it.” – Andrea Fryrear.
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There will be no conversion if you continue to work with blogs forever.

As I’ve said, blogs work great only in promoting the awareness stage. This is why it’s crucial that the middle and the bottom of the funnel have specifically designed content types in facilitating prospects.

Reinforce your conversions through these content types and examples specifically designed for each stages of the funnel. Read below for the content types every marketer must know.

NOTE: You can generate leads and sales even though your organic content. You read that right – through free, unpaid content. Contact us to learn how through a FREE CONSULTATION we offer for the first 50 companies booked.

 

The Marketing Funnel Content Types

Stage 1: Awareness

The Goal: Make the cold prospects aware of their problem and provide the solution (your product).

What you need: Easy to snack, freely available and accessible content.

Consider that your prospects are far from giving you contact details or money for tripwire offers (this will fall under the conversion stage).

What you must do is build trust and connection through an accessible content before advancing to the next stage.

You will need quality content that educates or inspires your market.

Content Types for Awareness Stage:

  • Blog Posts
  • Video/Audio Podcasts
  • Social Media Updates
  • Infographics
  • Primary Research
  • Slide Presentations

 

One fitting example is Canva’s blog, a.k.a. “design school”.

See topics such as 20 Motivational Posters, 10 Simple Ways to Jazz Up your Brand’s Instagram Feed, and How One Company Used Canva to Increase Their Social Media Engagement by 1100%.

The articles are spot on educational, engaging, and entertaining. It offers a great window to peek into their services.

Canva also did a good job in presenting the problems/solutions to prospect consumers.

The 10 Simple Ways to Jazz Up your Brand’s Instagram Feed topic suggests that your brand’s Instagram feed might be bland while the latter case study presents Canva as a solution for a possible underlying problem.

Another notable example is Shopify. Notice how one article (“How to Stop Customer Complaints Before They Happen”) poses as both a problem and a solution. It then breaks down into shepherding the prospects into Shopify’s service solutions — strategically leading them down into the middle of the funnel…

 

 

NOTE: You can generate leads and sales even though your organic content. You read that right – through free, unpaid content. Contact us to learn how through a FREE CONSULTATION we offer for the first 50 companies booked.

STAGE 2: Evaluation

The Goal: Turn your problem/solution aware prospects into LEADS.

What You Need: Lead Magnet a.k.a. “opt-in bribe”

Use free content to usher people into submitting their contact information. This method is to build your lead bucket to send in the future marketing material of your business.

Content Types for Conversion Stage:

  • Useful Resources e.g. Swipe Files, Checklists, etc
  • Educational Resources e.g. White Papers, E-books, etc
  • Software Downloads
  • Discounts/Coupons
  • Free Trials

Despite moving down the funnel, we’ll still stick to content marketing’s definition: A lead magnet is not a product pitch.

Your lead magnet content must still educate and inform. From the words of Digital Marketer, a Lead Magnet is “an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information”.

All eyes on specific chunk of value – like what Hubspot did.

This is a free ebook that features their best templates in creating one.

Clicking the “continue” button will lead you to a contact opt-in section as seen below.

 

Your warm prospects are turning hotter. After gaining their contact information, you will have the chance to sell them your products directly.

Read Also:

Stage 3: Conversion

The Goal: Sales and conversion!

What You Need: The type of content to inform your lead in making a purchase decision.

It’s time for conversion after the customer’s long funnel journey.

Customers may still be reading your top and middle of the funnel content. You will need a conversion content to reinforce them to decide between you and your competitors and deliver them further into purchase.

Content Types for Conversion Stage:

  • Demo/Free Trials
  • Customer Reviews and Testimonials
  • Webinar/Mini-Classes
  • Comparison/Spec Sheets

Going back to one of our brand example, here is Shopify presenting a great landing page content for their bottom of the funnel.

Notice how a series of established media logos are being shown alongside a customer testimonial in a font as large as header 1.

For demos, see WebDam’s landing page that features free demos.

The customer’s journey cycle will still continue even after converting your lead into customer. Your marketing team must thrive to reconnect and retarget your customers not only once but continually to gain market loyalty.

Read Also:

 

Battle the marketing noise by serving truly valuable information.

Quality is greater than quantity. This has been proven to be true for decades and it couldn’t be more relevant in today’s oversaturation of information.

And while blogs are useful for disseminating quality content, it cannot be the only component of your full marketing funnel. Relying solely on the top of the funnel and failing to create a content plan will dilute your conversion results.

Using free and organic content can extend your market reach. Complete your content marketing strategy today.

 

NOTE: You can generate leads and sales even though your organic content. You read that right – through free, unpaid content. Contact us to learn how through a FREE CONSULTATION we offer for the first 50 companies booked.

 

 


7&7 Digital is a leading Digital Advertising Services Firm passionate in helping businesses grow. 7&7 offers services such as Digital Marketing Consulting, Digital Video Marketing, Corporate Motion Graphics, Digital Advertising, 360 Digital Marketing, and more.

7&7 Digital - Head of Client Services and Accounts - Advertising and Marketing

Pauline Malijan

Advertising and Marketing savvy, Pauline is 7&7’s Head of Client Services and Accounts.
You can connect with her on LinkedIn or email her at pauline@7and7.com

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