“‘Cause whether you’re high or low, you gotta tip on the tightrope.”Janelle Monae
Content marketing can sometimes feel like walking a prynt coque iphone tightrope through treacherous coque et ecran de protection iphone 6 crosswinds. coque samsung On one side, you have the need for brand recognition: Followers, likes, shares, all the metrics that make marketers feel good.
On the other, there’s rick et morty coque iphone 6 the need to prove effectiveness through lead capture, conversions, and closed deals. These metrics used to be the sales department’s problem. As marketing becomes more data driven, coque iphone 6 plus cactus though, marketers are increasingly held responsible for proving coque iphone 5 se solide coque deux cote iphone 6 their contribution to revenue.
Sometimes we end up swaying from one coque iphone 5c rigide transparente side coque iphone se fee to the other, constantly over correcting. It’s hard to make forward progress carrefour coque iphone se if you’re just trying to keep your footing.
The good news is, once you find the right balance you coque iphone 5c disney mickey can quickly pick up coque iphone 6 teuf speed. You can make minor coque iphone 5 s belle adjustments to coque iphone bois surf make even more progress. You can attract the coque iphone 6 martin garrix right audience and help lead them to a purchase decision.
Let’s take a look at two unbalanced ways to approach coque iphone iphone 5 the problem, then explore what a healthy balance looks like.
Approach 1: Fill the Top of coque iphone xr ebay the Funnel
This marketing mentality comes from a reasonable place. Your pipeline is a funnel that has more people coque iphone 6s kenzo tigre at the top and fewer at the bottom. So the more you fill the top, the more paying customers you will eventually acquire. coque huawei Right
So you create content that’s maximized for clicks and sharing. Let’s say your company makes artisanal handcrafted backscratchers. But you see a trending video with a dog jumping into a pool. So you make a compilation video of dogs jumping into pools. It’s a great video and it goes viral.
The problem is, if the content coque iphone 6 syncwire is irrelevant to your actual product offering, you’re hitting the wrong audience.
You can’t ask that audience to take the next step, because miniinthebox coque iphone they haven’t taken a first step.
Approach 2: Focus on the Bottom of the Funnel
So pulling in a broad but irrelevant audience doesn’t work. bijoux pas cher Why not take it to the other extreme, and focus on the people that you know are interested in your product They’re more likely to go straight from your content to a purchase decision.
That means creating content that convinces people your backscratcher is the best. Videos that highlight the hours spent lovingly whittling each backscratching tine. Blog posts about how most backscratchers use fake leather to wrap the handle, highlighting your genuine leather handles.
Anyone in the market for a backscratcher would be a fool to buy any other brand after reading your content.
But how many people are already in the market How many even know there are multiple backscratching options out there
Most importantly, how many people with itchy backs will never see your content They’re not searching “what’s the best backscratcher,” they’re searching, “upper back skin irritation.”
This approach can capture a fraction of your potential audience, but leaves the majority out in the cold.
Four Tips for an Effective Content Balance
It should be magasins coque iphone paris clear by now that neither approach is going to keep you moving forward on your marketing tightrope. Here’s how to find the balance that will let you sprint down that rope to your next big goal.
1: All Content Should Single Out Your Audience
Regardless of funnel stage, every piece of content you create should be relevant to your audience in some way. That coque iphone 6 vague means clearly defining who your audience is but also defining who your audience is not. Don’t create content for people who want the cheapest backscratcher. They’re not your people. Focus on people who are likely to be moved by your value proposition.
2: Create a High Ratio of Top of Funnel Content
Most organizations coque iphone 5c mdr have more bottom of funnel content than top like I said, it’s easier to connect that content to revenue. coque huawei However, depending on your audience, you should have more top of funnel content than any other type. Just keep in mind the first point: It needs to be relevant content designed to be a first step towards a purchase.
3: Don’t Neglect Mid Funnel Content
It’s important to address the area between “my back itches sometimes, but whatever” and “I need a $100 artisanal backscratcher.” The middle of the funnel is where you can provide the most value to your potential audience. It’s a crucial step in the process.
4: Bring It Home with Bottom of Funnel Content
In a well balanced content plan, coque iphone 6 plus silicone 3d disney you will likely create the least amount of coque iphone 7 plus apple rose bottom of funnel content. coque samsung That’s okay, because your early content was relevant and your middle content led the buyer further in their buyer’s journey. Now you just need a few pieces that speak directly to your different audience segments.
Each piece should show one segment exactly why your solution is right for them.
