There are numerous studies and statistics that demonstrate how content marketing is a consolidated technique that continues to bring results for companies, with increasingly positive numbers year after year. Confirming and consolidating this trend is also the type of device that users use to connect to the web: content is increasingly consumed by smartphones and tablets, which thanks to continuous scrolling allow for easy access to both textual content and infographics.
When we talk about Content Marketing we are referring to a “ strategic marketing approach focused on the creation and distribution of valuable, relevant and consistent content to attract and retain a well-defined audience and, ultimately, to drive profitable customer action ”.
From this definition, it is immediately clear that the fundamental finland phone number library elements of an effective content marketing strategy are planning and creating a customer/user conversion funnel.
The customer journey in content marketing
The customer journey is the ideal path that leads the consumer to the purchase of a product or service: it starts with the discovery of the brand or product and ends with the conversion. More Details : pricing: free features and full plan from €89 per month
This path is represented by the conversion funnel : a sort of funnel divided into several parts, which represent the four phases that take a user from the status of prospect to that of actual customer.
The phases that characterize the customer journey. How to Set Up an Effective fundamental for setting up an effective content marketing strategy , are:
- awareness : knowledge of the brand/product;
- interest : interest in the brand/product;
- desire : desire to purchase;
- action : sale/conversion.
The editorial plan , an essential element of the content marketing strategy, must therefore be based on this path and provide specific web content for each of these four phases.
How to Design a Content Marketing Strategy
The main objective of a content marketing strategy is to accompany the consumer-user from the awareness phase, and therefore exploration and knowledge of the brand, to the final action phase, in which the actual conversion takes place.
This means creating quality and different content for each phase of the customer journey : each phase corresponds to a particular type of content, more effective than others.
Content for the awareness phase
The awareness phase is the phase of brand knowledge: switzerland leads a good content marketing strategy must therefore include the creation of content whose purpose is to expand the customer base and reach potential consumers who do not yet know the brand.
In this phase, the most effective contents are those that are viral and have a high share rate, which respond to the objective of gaining visibility and attracting new users . How to Set Up an Effective in other words, the contents suitable for the awareness phase are all those that are easily shareable on social media, such as videos, images and infographics.