We’re seeing more and more companies invest in content marketing, and that’s a great thing. However, many of them are less thoughtful about the specific goals behind the content they produce. In today’s Whiteboard Friday, Rand covers examples of goals for targeting different types of people, from those who have simply stumbled upon your site to those who are seriously considering becoming customers.
Video transcription
Howdy, Moz fans, and welcome to the second edition of Whiteboard Friday. This week we’re going to talk about being intentional about your content middle east mobile number list investment. This is especially important now because otherwise it can lead to doom.
I had to host the Foundry CEO Summit in Boulder, Colorado last week. I’m not sure when you’re seeing this. It was probably several weeks ago. But anyway, I’m talking to a group of CEOs and we have a number of discussion topics. One of the discussion topics, which was my personal favorite, one of the ones I was moderating, was top of the funnel customer acquisition.
So I’m talking to these CEOs
B2B and B2C CEOs, about their content discover the omnichannel strategy for physical stores and e-commerce marketing efforts. Virtually everyone is investing in or thinking about content marketing, which is great because it’s so powerful. But a lot of them are investing in it somewhat unintentionally, or they haven’t talked to their CMOs and their marketing teams about what that content is.
So we pulled out a couple of blogs from some of the participants. I’m looking at it like, “I’m not sure there’s any strategy behind the content that’s being produced.” That can be very helpful, and that’s true for both the content side of it and the SEO side of it.
Many of the people watching
Whiteboard Friday are undoubtedly very deep into the strategy and SEO side of things. So this video is for your managers, for your owners, to help you understand how to choose content investments and what to expect from different types of investments.
Let me show you what
I mean. There are different types of content to target people at different parts of their experience with your site: in the consideration stage, where they are close to buying, it’s for people who are really thinking about buying your product. In the discovery stage, it’s for people who are just learning about your product or company. And in the viral find list r very broad content stage, where you’re not necessarily trying to attract an audience that might buy from you, you’re doing other types of things.
So I’m going to try to walk through each of them. I’m actually going to start with the one that’s closest to the conversion process or the conversion point in the process.