Table of Contents: How to Create Content That Will Move Your Leads through the Sales Funnel
- How does content marketing fit into the sales funnel?
- Top-of-funnel content
- Middle-of-funnel content
- Bottom-of-funnel content
- Determining what to create
- Creating your content
- After you publish
Research, research, research
You may think that the only research you need to do is keyword research, but unless you already know everything there is to know about a particular topic, you should take some time to build out your knowledge. Aside from ensuring that your content is correct and informative, data-backed content tends to perform better with readers.
Instead of sitting down at your computer with the goal of churning out a few thousand words in a couple of hours, focus on making those few thousand words as useful as possible. Thanks to the Internet, this really shouldn’t be all that difficult.
Set specific goals for your content
The next step is to set specific goals for each piece of content. Only report having a defined content marketing strategy or plan, and that’s a huge mistake. Without knowing what your content is supposed to accomplish, how can you ever determine whether or not it is effective?
Take the time to set goals. What is the purpose of your blog post or page? What action do you want readers to take after seeing it? If you’re creating top-of-funnel content, maybe you just want them to go to another page on your site. If you’re writing for the middle of the funnel, perhaps you want them to opt-in for your email list. If the content will be at the bottom of your funnel, you probably want them to make a purchase or contact you.
Whatever your goals may be, define them before you create.
Write with your goals in mind
Now that you have all of the research you need and a specific purpose, it’s time to write. Although it may have seemed tedious to take the other steps first, you’ll likely find that it makes the writing process much easier. You already have most of the material, and you know what the piece is designed to do – all you have to do is find the right words!
That being said, I know that writing is often easier said than done. There are many approaches you can take, but my own personal advice is to just write. Put pen to paper (or hands to keyboard) and keep going until everything you want to say is out there. It might be kind of a mess at first, but that’s why the next step is so important.
Find a good editor
No matter how solid you think your writing skills are, you need to find a trustworthy editor to look over your content before you publish it. There’s nothing worse than spending days pouring your heart and soul into a piece of writing, only to receive feedback from readers focused on the fact that you misspelled a word or misused punctuation.
Not only that, but a good editor will be able to help with content, too. If you’re lucky, you’ll have an employee or two that knows your company well enough to assist you with this. If not, you may want to enlist the help of a friend. After all, you aren’t writing your content with your own employees in mind – you’re writing it to attract customers who don’t work for you and know everything about your business.