Content Marketing: The Basics

Content marketing is a form of marketing that does not explicitly promote a brand. Instead, it explores topics relevant to the target audience and brand vertical. This comes in the form of social posts, videos, blog posts and more.?

More than 85% of brands use content marketing, but less than half think they’re good at it! After 15 years in growth marketing, I have some experience crafting content marketing strategies - so here are some of the key things you need to know.

The central aim of content marketing is visibility, credibility, and support the decision-making process of the customer and drive engagement in the offering throughout their purchasing journey. This is done in three parts of the marketing funnel.

What’s the problem? - Top of the funnel (TOFU)

The content produced for TOFU seeks to challenge the status quo. It is? centred on two primary groups: first, those who are aware they have a problem; and second, those that have the problem but are not aware they have it. The aim is to raise that awareness of the shortcomings of the status quo.

When Uber started, the challenge was the way we hailed or ordered taxis — in terms of price and convenience. They needed to raise awareness of how frustrating the experience was and that there must be a better way. At this point in the funnel, you are trying to hammer home the message that things could be made easier.?

Therefore, it may make sense to highlight what is wrong with the current status quo. Try to empathise with what your audience finds frustrating - consciously or subconsciously - to help pique interest in possible alternatives.

In terms of content, you might write an article titled “5 issues with the way we get around in cities” - this is aligned with your aims but is not yet a direct pitch.

To create more awareness, you might look to use video, blog posts, podcasts, infographics and PR, amongst others at TOFU.?

What’s the solution? - Middle of funnel (MOFU)

The middle of the funnel is the time to translate an audience into business prospects. You should produce content that shares the different solutions available to them as well as positions your product as a possible solution to their needs.??

This part of the process shouldn’t be pushy; you only suggest the different solutions available to solve the problem including yours. At MOFU audiences are very much aware of their problem and looking for a solution.?

MOFU can rely on the channels TOFU does but is also more tailored and likely to include downloadable content, webinars, and events. Therefore creating more of a developed relationship with the audience.?

Why is your product or service the best solution? - Bottom of funnel (BOFU)

BOFU is where you start to transform the lead from a prospect to a customer - or a qualified lead (someone who has actively indicated an interest in your offering).?

The content here is all about outshining your competitors, and could include approaches such as a demo of your product, comparison and spec sheets, and more intimate events - such as a small webinar or personalised demo. At every moment, stay on narrative: ‘our product is the best option for you’.

Tone of voice?and brand

With all this detail about the funnel in mind, it might be easy to get bogged down in process and technicalities. However, your content still needs to draw directly on your branding, so ensure a balance when representing your solution.?

A brand is what gives your business individuality and should form the basis of not only how you approach writing content (in terms of tone of voice and style) but also why you do it.

Going back to the Uber example, does your brand focus on ease-of-use, speed, cost? If so, your content marketing strategy might do well to discuss ‘The simplest and cost effective way to travel in cities’, for example.?

Having this approach will ensure you’re not simply reaching and winning new business with content marketing. It’ll mean your clients and you gel and can form a long-term relationship.

So where do I start?

First, define your content strategy and tone of voice. This template provides a place to launch for this process, but it’s only a starting point. Try to really nail down in detail the why and what of the content you aim to deliver — and listen to as many stakeholders as possible; prospective clients and customers being the most important.

Then, Using the above table in this article, then consider the specific topics and content forms (social channels, for example)? for the three parts of the customer pre-purchase journey. Try to be as expansive and inclusive as possible at first, then hone down to your priorities.

Third, build the plan into a calendar according to channel and content type. It may be best to place some more general topics at the beginning of your campaign to help set the scene, but not necessarily.?

Finally, it’s time to start producing, posting and promoting content. Closely track performance with analytics to see which topics perform well — and which could be optimised.