Digital Advertising For Your Company

content marketing planContent marketing is something that every company needs. And once you have done it, you must keep going. In the digital advertising world, everything is evolving, and your content marketing plan is no different.

With a content marketing funnel, your digital advertising team will discover how they can use existing content to keep potential clients moving along until they reach your end goal of purchasing the product or service, signing up for a newsletter, or even downloading something.

With this content marketing funnel, you are able to see gaps and fill them in to offer better visibility of your product.

To start your content marketing plan, you need to look at all the content you have for your company. This will include what is on your blog, any ebooks or other form of long content, and other pieces.

Then determine what piece of content goes with each stage of your plan. These stages are:

Top of the Funnel (TOFU) is considered the awareness stage. Here you will see potential clients are looking for information.

Middle of the Funnel (MOFU) is where a potential client shows an interest in your product. Here they will read reviews about what you offer.

The bottom of the Funnel (BOFU) is the stage where individuals are ready to purchase your product.

Every piece of content you have should fall into one of these categories. Let’s delve a bit more into each category.

In Top of the Funnel, the individual is just checking out what you offer. In this stage, you should aim at making the customer feel welcome and that you want to engage with them. It is important that they have a positive first experience with you so they can continue to move through to the next stage.

To attract these customers, you must use content that piques their interest. According to Semrush, the following kinds of content are best to use:

  • How to guides
  • Landing pages
  • Infographics
  • Checklists
  • E-books/white paper
  • Video tutorials

Think of these content pieces as what is educating your potential clients.

The Middle of the Funnel is where you need to look for ways to show curious customers what your brand is. Oftentimes, these people will be looking for product reviews, customer stories, or other information about people who have used the product before. Semrush states the following types of content work well for this:

  • How to guides
  • Product overviews
  • Case studies
  • Landing pages
  • Webinar
  • Success story

In this stage, you will need to personalize content for these viewers. Seventy-one percent of buyers want businesses to do this, with 76% irritated when they do not. This right here will put you at risk for your potential clients to have a bad experience.

The final stage is the Bottom of the Funnel, in which you want to create content that will sway the customer into making the purchase. They want to see how your brand will make their return on investment worth their time and money. You should aim to show them how you are better than your competition.

Types of content you can use for this stage include:

Other ideas for BOFU include live demos, email campaigns with customers’ positive experiences, and special offers.

Digital advertising works for companies to get their brand out there. If you are having trouble making your content marketing funnel, contact Affordable SEO Company Tampa in Tampa, FL. They can help you with all three stages to develop a plan that will work.

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