At the last phase, known as the bottom of the funnel or BOFU for short, one must convert leads into customers. Your content has to create the perfect conditions for your lead to make an informed purchase.
Executing content marketing
Everything needs a plan, including content marketing. Different pieces of content are required for each offer you put forward for your prospects. This means that making a content plan for each of your major offers is something that you need to do. This is achieved by using a resource which is called Content Campaign Plan. This plan will align your content marketing with business objectives such as generating sales. Below you can see a template of a Content Campaign Plan. There are four things to take into account which are discussed in further detail below: choose avatars, brainstorm content assets, choose the vehicle and channel and plan for ascension.
Choose an avatar
Choosing an avatar means deciding on a buyer persona. The content should target a person who has certain traits which you should understand. People have different intents, problems, motivations etc., so each avatar requires different type of content to move them through the awareness evaluation, and conversion stages as well as the top, middle and bottom of the funnel.
Brainstorm about content assets
Your knowledge about each unique avatar should allow you to create descriptions for content that you can create to reach a certain persona. You should be creating content at all three stages of the marketing funnel: awareness, evaluation and conversion.
Choose the vehicle and the channel
The vehicle refers to the form of the content: video, text, image, audio etc. The channel refers to where the content will be publish: blog, Facebook, YouTube or maybe Instagram? The vehicle can determine the channel and vice versa. It is probably better to post video content on YouTube, Facebook, and your blog. An image sits better on Pinterest.
Planning for ascension
At this final stage of the Content Campaign Plan your content has to connect to your business goals. Building offers into each content piece allows prospects to get more value by looking at more content, giving up their contact information or even buying a product or service.
If you want to convert prospects at all stages of the funnel, a Content Campaign Plan must be created and executed. Do not take this lightly, think about it and follow through. It really does work.
Everything needs a plan, including content marketing. Different pieces of content are required for each offer you put forward for your prospects. This means that making a content plan for each of your major offers is something that you need to do. This is achieved by using a resource which is called Content Campaign Plan.