With so much content to choose from – blog posts, videos, Tweets, whitepapers and more – it can be hard to pick the right content for the right job. We’ve come up with a quick 5-step process to help you define your content marketing mix; so that you can create targeted, purposeful content, and deliver it in the right way.
1. Target Your Buyer Persona
We hammer on about this a lot – but without buyer persona targeting, content marketing doesn’t work.
I was lucky enough to write an in-depth guest post on this topic, over on the Cursive Content blog. If you’re looking to brush up on buyer persona targeting, or just looking for a fresh insight, check out the post:
2. Address the Marketing Funnel
There are four stages of progress that your buyer persona needs to progress through. We need to create content to address each of these stages; and our marketing mix has to be subdivided accordingly.
- Attract – We need to grab the attention of our target audience, and draw them to our content and business.
- Convert – These visitors then need to be engaged with, nurtured, and converted into leads.
- Close – Leads need to be closed; and we need to encourage our buyer personas to become fully-fledged customers.
- Delight – Customers are beneficial to a business; but delighted customers are even better. We can use content to encourage repeat custom, and even customer advocacy of our business.
3. Identify Individual Content Goals
Within each of the four stages of the content marketing funnel, there could be dozens of smaller sub-goals. These smaller goals are the stepping stones that help your buyer persona make their transition through the funnel. Each piece of content within your content marketing mix should address one of your goals, and no more.
These sub-goals will vary according to your overall content marketing strategy, and your particular buyer personas – but we’ve compiled some of the most common content goals:
- Develop Trust
- Develop Authority
- Raise Brand Awareness
- Raise Product Awareness
4. Choose the Right Type of Content
Once you’ve identified the sub-goals you want to achieve, you can choose the content types that will most easily achieve your goals. Most goals can be achieved with most types of content, but different content mediums can be more suited to a goal than others:
- Develop Trust – Sustained, regular content; corporate blogging, newsletters
- Develop Authority – Topical content, opinion pieces, webinars
- Entertain – Videos, social media content
- Educate – eBooks,whitepapers, tutorials
- Raise Brand Awareness – Infographics, viral content, press releases
- Raise Product Awareness – Case studies, testimonials
5. Choose the Right Distribution Channel and Frequency
Your distribution channel will effect how your buyer persona responds to your content marketing mix. Content promoted through social media will fare better at attracting leads than converting them; whilst content distributed through email will convert, but not attract. Frequency is also crucial; with certain types of content consumed on a more regular basis than others.
- Social Media
- Business Blog
- Guest content
We’ll be taking an in-depth look at content marketing distribution in a future post, so feel free to subscribe to the blog!
Which steps do you take to define your content marketing mix? How do you choose the right content for the job? Let me know in the comments section!
If you’re looking for more content marketing advice, check out these popular posts:
- Content is King – the Greatest Fallacy in Content Marketing
- Better Content Curation with the 10:4:1 Rule
- The Anatomy of a Perfect Landing Page