Content marketing is the strategic creation and distribution of relevant and compelling content for a specific audience, aimed to provide value to existing customers and increase demand for prospective customers.
Any forward-thinking marketer understands the strategic need for content marketing. In today’s digital world, it is impossible for an organization, particularly a SaaS company, to drive growth and increase demand without it. Providing valuable and accurate content builds credibility and brand trust––two critical stops on the buyer’s journey.
Think of Hubspot: If you search for any marketing-related information, regardless of your intentions (to buy or not to buy), you’ll probably find yourself on Hubspot’s expansivve blog. They’ve positioned themselves as industry experts through tactical content marketing– constantly launching valuable site-content for bottom-funnel marketers and providing a worthy hub for all things revenue-related.
The strategic component of content marketing is knowing who to target with what content. This part requires a bit of alchemy; a keen understanding of not only the sales funnel, but also your buyer’s, and their pain points.
For those new to content marketing, below you’ll find a breakdown of the sales funnel and examples of high-performing content within each stage.
Top of Funnel
- Search Optimized Blog Posts
Well-written blog posts that perform well on search engines drive traffic, boost brand awareness, and establish credibility.
Infographics are a great way to share your brand on social media. With the right compelling information, statistics, or metrics, your infographic (stamped with your logo) can easily make the rounds on Linkedin or Twitter, creating awareness, and boosting brand trust.
- Round-Ups & Guest Posts
Associating your organization with the right thought-leaders is critical for establishing credibility. It serves as a sort of internal social proof and can bring your site huge amounts of visibility. The same applies to round-up posts––by connecting your brand to industry leaders, you are indicating knowledge sharing and thoughtful expertise to your buyers.
- How To’s & Best Practices
By offering your audience strategic advice specific to your services, you generate demand––showing mid-funnel buyers that your product is the most effective solution to their challenges.
An engaging newsletter is a simple way to push your bottom-funnel content to mid-funnel buyers. It’s an excellent method for keeping a pulse on those sitting in your cycle but who still need that qualifying push.
- Gated Assets
Putting relevant and compelling assets like white papers, eBooks, and reports behind a gate creates an easy conversion that is indispensable for distinguishing pre-qualified buyers.
Bottom of Funnel
- Sales Enablement
This content directly connects your solutions with buyer’s pain points and ensures confidence for any hesitation met in the early stages of the sales cycle.
- Landing Pages
Landing pages with a singular and straightforward conversion CTA give purchase-ready buyers creates streamlined qualifying conversions.
- Case Studies & Testimonials
Showcasing your happy customers in a specific and transparent way is the most effective form of social proof. These purchase-ready buyers can both relate to current customers’ pain points and see authentic challenge-meeting in your product.