Just like other forms of marketing, you also need to design a content marketing funnel to generate conversions. Without following the pillars of this funnel, it can be quite difficult to come up with great, high-quality content. These include deciding on your goals, auditing your content’s performance, and more.
Each pillar helps support and sustain your content marketing funnel, so they are critical for the success of your #contentmarketing efforts.
To create your content marketing funnel, you need to first figure out your target audience and establish your goals. This will help you target the right people and measure the success of your strategy too.
Next, you need to map the content for your #salesfunnel to give people exactly what they need based on the stage that they’re in.
It’s also necessary to create some design standards for your brand so that your brand value and tone remain secure throughout. In addition, you should also decide on the content channels through which you intend to distribute your content to your target audience.
There are three types of channels – owned, paid, and earned. Your website is your owned media where you can control everything.
Paid media is comprised of those channels where you pay to get your content published. These include PPC ads, social media promotions, Google Ads, etc.
Lastly, earned media includes those channels where people publish your content or link to it because they liked it. There, you have no control over the content but it can help build your authority.
I’ve used content marketing to my advantage in the past and continue to use it to increase my website traffic. Following a content marketing strategy helped me grow my traffic manifold without a lot of investment as well.
Here’s how I did it so that you can replicate the same for your website:
To help you understand what these pillars are all about and how you can use them to your advantage, I have with me, Joe Lazauskas. He’s the Head of Marketing at Contently, a platform that provides content marketing solutions to brands around the world. Listen as he shares his expertise here:
If you liked this podcast episode with Joe Lazauskas and found it informative, check out the other episodes of Shane Barker’s #MarketingMadnessPodcast.
In each episode, I speak with top personalities in the digital marketing industry, who share their experiences and expertise with you.
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