Once your target audience has discovered your brand, france phone number library you proceed to publish and distribute content that aims to intrigue the target and induce them to consider the brand.
An effective content marketing strategy in this phase is based on a structured editorial plan, with publications scheduled over time and a set of contents that involve the user. This is therefore a phase in which the contents must have a high emotional rate and stimulate positive feelings towards the products or services offered.
In other words, it is the moment of engagement : you need to create a story in which to immerse the consumer, a real storytelling of the brand .
At this stage the content marketing plan must include content such as:
- news
- photo gallery
- video stories
- stories.
Content Marketing in the Third Phase of the Customer Journey: Desire
In this phase it is necessary to stimulate the consumer’s desire, increasing their emotionality. The contents must stimulate the reader and must be closely linked to the storytelling developed in the previous phase: desire is in fact a consequence of interest.
Another important element in this phase is the marketing concept of third-party endorsement , that is, the recommendation by a testimonial or an important person for the target audience. More Details : rates: 90-day free trial and monthly plan from €99
What content to include in the editorial plan ? The best are those that put the product at the center , the real protagonist in this phase. Therefore, ample space for stories and podcasts, images and GIFs with a high emotional impact.
Content to close the funnel: the action phase Interest Phase: What
In this last phase of the conversion funnel, you consolidate the customers’ purchase intention by offering them evergreen content that can stimulate them to use the product or service.
The content marketing strategy must therefore include content that responds to questions and interests that are constant over time, in which the product appears as a solution and answer to these questions and interests. The editorial plan must therefore include:
- video tutorial
- infographics
- checklist
- guides switzerland leads
- “how to”
Creating an effective content marketing strategy means implementing all these phases in a medium-long term plan, with the aim of writing web content that can reach users in their daily lives.