How To Drive Reputation, Relationships And Revenue With A Connected Content Marketing Strategy


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As content marketing continues to be an investment for marketing and PR teams, a misconception is emerging. Creating great content is not content marketing. Every brand wants to publish stories that appeal, but that doesn’t mean you’re content marketing.

This article is about creating a full-funnel content marketing strategy that addresses every stage of your target buyer’s journey to purchase. By taking advantage of more tools in today’s marketing arsenal, you can pull your target audiences from one stage of that journey to the next — deliberately, measurably and creatively. That’s what it means to have a “connected” strategy, and it’s one of the most overlooked elements of effective content marketing.

The best part is you can build a strategy like this in five steps:

Step 1: Map The Journey

Start by mapping the key stages of your ideal customer’s path to purchase. It doesn’t have to be complicated. But it does have to be an accurate representation of what each customer persona is typically thinking at each stage. This will help you understand what they need to think, believe or do to move to the next step.

Step 2: Divvy Up The Funnel

One of the biggest roadblocks to connected content marketing emerges when different teams or departments are responsible for different parts of the buyer journey. For example, the PR team might publish content to drive reputation and build relationships (top of the funnel), while the marketing team publishes content to build relationships and drive revenue (middle-to-bottom of the funnel). Their approach to content and metrics will reflect these important differences. This is the enemy of connected content marketing, but these overlapping objectives could combine virtuously with a unified strategy.

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Shutterstock

As content marketing continues to be an investment for marketing and PR teams, a misconception is emerging. Creating great content is not content marketing. Every brand wants to publish stories that appeal, but that doesn’t mean you’re content marketing.

This article is about creating a full-funnel content marketing strategy that addresses every stage of your target buyer’s journey to purchase. By taking advantage of more tools in today’s marketing arsenal, you can pull your target audiences from one stage of that journey to the next — deliberately, measurably and creatively. That’s what it means to have a “connected” strategy, and it’s one of the most overlooked elements of effective content marketing.

The best part is you can build a strategy like this in five steps:

Step 1: Map The Journey

Start by mapping the key stages of your ideal customer’s path to purchase. It doesn’t have to be complicated. But it does have to be an accurate representation of what each customer persona is typically thinking at each stage. This will help you understand what they need to think, believe or do to move to the next step.

Step 2: Divvy Up The Funnel

One of the biggest roadblocks to connected content marketing emerges when different teams or departments are responsible for different parts of the buyer journey. For example, the PR team might publish content to drive reputation and build relationships (top of the funnel), while the marketing team publishes content to build relationships and drive revenue (middle-to-bottom of the funnel). Their approach to content and metrics will reflect these important differences. This is the enemy of connected content marketing, but these overlapping objectives could combine virtuously with a unified strategy.

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