The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.
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At the first stage of the sales process, your content should focus on the top concerns of your audience. Writing about their pain points, challenges, and questions gives you the best chance of engaging with them. Content at the awareness stage should be educational, how-to advice. Save your selling for the consideration and closing phases.
The best content for this stage includes articles, blog posts, e-books, videos, and newsletters.
In the consideration stage, content should offer a hybrid of helpful information and marketing. It should educate the reader about what features or functions to look for and how various features address their needs. Of course, your content should lean toward what your business offers.
The best content for this stage includes case studies, how-to articles, how-to videos, and checklists or worksheets.
Content marketing plays an important role when a prospect is close to buying. At this stage, you can focus on sales, as long as you continue to drive home why you’re the best choice rather than just how great your services or products are.
Your central message here should be your expertise, knowledge, and the differentiating benefits of what you sell.
Best content for this stage: case studies, user-generated content, buyer’s guide, product video, research report.