Buyer journeys are more complex than ever—especially as target customers are navigating multiple devices and marketing channels to learn about your brand. That’s why it’s no longer enough to simply create content. Even the most high-quality blog posts, eBooks, and case studies sometimes fall flat. Why, though?
Most likely, the culprit stems back to misalignment with your company’s conversion funnel.
How can you tell whether your messaging is off? These are a few patterns marketers tend to see:
- Your messaging is on-point and clearly communicates your intended value proposition, but users still aren’t taking action
- When testing content, sometimes the messaging resonates with your target audiences, but other times it falls flat
- Even after you’ve developed a scalable and repeatable process, you aren’t generating leads—or you’re attracting the wrong leads
At this stage, you may be feeling frustrated, wondering how to salvage your efforts and focus your time effectively. Perhaps you feel you’ve wasted resources in developing content that doesn’t convert. Or maybe your CMO is pressuring your team to start from scratch. Before you jump into new workflows, take a quick breather: Instead of developing new content, focus on working with what you already have.
The Secret to Success
To produce content that sticks, you have to ensure you tailor each blog post, eBook, infographic, and landing page to the right stage of your company’s conversion funnel.
The process is simple. Here are three steps to designing a full-funnel content marketing program:
Step 1: Define your customer personas
If you’re a marketer at an established company, browse through your CRM for notable trends and patterns in your highest-value customer segments. If you’re not part of a bigger company, make predictions as to who your highest-value customer segments will be. Define who these groups are, what they care about, why they buy, and what points of friction exist in their buyer journey. Create a 3-5 sentence description of each persona.
Step 2: Map out your buyer journeys and lifecycles
Customer journeys are complex. Your audiences will follow a series of twists and turns before they feel confident in your brand to make a purchase. As a marketer, you need to know these journeys. For example, imagine you’re following a treasure map. Aim to identify where questions are likely to arise, points of friction are likely to occur, and engagement might drop off. For a good resource to help you diagram your customer journey and lifecycle, take a look at this resource from Appboy.
Step 3: Fine tune your messaging
Print out your customer lifecycles (or draw them on a whiteboard). Take inventory of your content. Figure out how you can better align your messaging to each stage of your buyer journey. Identify gaps, and prioritize the content assets you’ll need to streamline your buyer journey.
The takeaway for these three steps is to create content that delivers an impact. The secret to full-funnel content marketing is really no secret at all—it’s precision.