As already mentioned, content marketing is based on the problems of the target group and offers solutions to these problems using content. Creating a content marketing strategy involves specifying your target group (buyer personas) and their buyer's journey . Buyer personas are fictitious people who embody your ideal customer. These personas go through what is known as a buyer's journey. This represents the different phases in the buying process that customers go through on the way to making a purchase decision.
3. Inventory: The Content Audit
Before you start producing new content, you should subject your existing content to a content audit . The content audit helps you determine which content works well or where there may still be room for improvement. You should also carry out such a review regularly while implementing your content marketing strategy. The content audit creates an overall picture of the performance of your articles, which also gives you information about technical aspects.
content audit2
With the help of a content audit, you can quickly record the taiwan phone number data performance of the entire website as well as individual URLs - and derive appropriate optimization approaches!
4. Design content for your buyer personas and their buyer's journey
Buyer personas and buyer's journey are a great help when creating your content, choosing channels and content formats . You should always ask yourself how you can best reach your buyer personas in the different phases and, if possible, offer content for each phase of their buyer's journey. Are your target customers on social media? Or do you reach them more via email or newsletter ? Do your personas want detailed information or would they prefer short, entertaining content?
When creating content, you should pay special attention to the early stages of the buyer's journey (inspiration, awareness and consideration), as potential customers are more difficult to reach with other marketing measures during these stages.
Example:
Let's assume that a potential customer of your company is in the inspiration phase, i.e. is not yet aware of a problem. In this case, they will be less receptive to advertisements on social media or Google, for example. However, an exciting blog article or a well-prepared social media post could certainly interest them.