• What is the buyer’s journey in marketing?
• Why is it important to create dedicated content for each stage of the journey?
• What content should you use for each stage of the buyer’s journey?

The Customer Journey in Marketing

Impulse purchases aside, most customers begin their journey in an “unaware stage.” They probably fit your buyer persona (the demographics of your ideal client), but the customers themselves are unaware of that. At this point, they don’t know your product nor that they need it.

After some sort of triggering event, the customer’s situation changes. They now feel a proverbial “pain”, they are now aware of a problem that needs to be solved. This is where a buyer’s journey begins. 

Let’s say you sell gymwear. Your potential customers may not immediately decide to buy a sports suit. They may take to the internet first, study the topic of fitness, and make decisions along the way. As the customer progresses through their buyer’s journey, you want to assist them by building a content marketing funnel. You direct them in their decision-making process so that the customer ends up choosing to purchase your goods.

Awareness Stage

In this initial stage, the buyer is experiencing symptoms of “pain”. They know that there is a problem and their goal is to fix it. Now, the individual is looking for information that could help them to understand their problem, to name and frame it.

An example of such a person’s search query could look like “How do I get stronger?” Notice that so far they are not yet looking for solutions or providers. Too early for that – at this stage, they’re looking to contextualize their pain. So at this phase of the content marketing funnel, your goal is for your content to show up in search engine results. This will gain the trust of customers at the start of their journey and establish your authority.

Consideration Stage

In this second stage, the person already has a name for their problem, they understand it and are now committed to researching available solutions and approaches to it. The customer is considering their options.

At this stage, an example of a search inquiry would probably look like “What do I need to go to the gym?” The individual is not yet ready to buy, but they are considering the idea. At this phase of the content marketing funnel, you want to research your indirect competitors and educate buyers on their pros and cons.

Decision Stage

At this final stage, the client has decided on the solution for their pain. Now they’re compiling a list of potential vendors and ultimately making a final decision to purchase. So an example of such a buyer’s search inquiry could look like “buy quality tracksuit.” They are ready to spend money and are looking for a provider that they would trust, know, and like, the one that can meet their needs.

It’s Important to Create Dedicated Content for Each Stage of the Customer Journey

You must understand your audience: what they want, the answers they seek, and the way they look for a solution. With this knowledge, you can craft a content strategy that includes various types of content for each stage of the buyer’s journey. This is also called “building a content marketing funnel.”

Without that, a disconnect is bound to happen between your potential customers and your business. You end up creating content that people don’t relate to, doesn’t correspond to their pains, or doesn’t lead the person further down your content marketing funnel.

So how do you avoid that? Consider the stage of the buyer’s journey that your client is at, how you can meet them there, and which channels can best get your content across to them. A digital marketing funnel allows you to engage with your clients at each stage of their journey through content marketing. You can probably see why most marketers consider content extremely important to any marketing strategy.

For starters, identify the types of content that you will use to reach your customers as they progress through the buyer’s journey. Allow us to guide you through the marketing funnel and the content you may use at various stages.

Content Ideas for Each Stage of the Customer Journey

• Awareness Stage – the customer is looking for answers, education, opinions, insight, and resources.
• Consideration Stage – the customer is getting deeper into research, considering whether or not your solution is what they need.
• Decision Stage – the customer is looking to become a buyer and determining what the best way to do this is.

Depending on the industry, business model, pricing, audience, and product, your customer journey funnel will look very different. For instance, B2C customers may spend less time in the middle of the funnel compared to B2B customers. In general, B2B clients will require more engagement, relationship development, and nurturing before they make a purchase.

Since audiences can vary so widely, it’s crucial to perform thorough persona research. Once you understand how your clients become aware, evaluate, and decide, it’s possible to create a truly effective buyer’s journey funnel. You can develop a strategy packed with dedicated content, tailored to your customers.

Awareness Stage

As we mentioned earlier, at this stage a customer is trying to get answers, meet needs, and solve problems. They’re looking for high-quality informational and educational content, directing them to a solution (social media content, ebooks, blog posts). They are still low-value as leads – there’s no telling whether they’ll buy anything from you. However, if such a customer finds your content interesting and helpful, they are likely to move on to the next stage of the funnel.

Here are some of the perfect channels for the awareness stage:

• Blogging
• SMM (Social Media Marketing)
• Whitepaper
• Checklist
• Ebook or Tip Sheet
• Educational Webinar
• How-To Guides
• Kit or Tool

1. Blog Post

Blogging is a perfect tool for content for the awareness stage. Target a topic, pain, or problem that your audience wants to solve and post the solution on your website. This way, you’ll create a Google-crawlable brand asset, ready to be discovered by search engine users. And of course, promoting this content across other channels can never hurt.

2. Social Media Marketing

SMM is a channel that can both distribute dedicated content and promote your other existing content. Three-fourths of customers use some form of social media, you are sure to find some of your audience that’s native to this channel. Whereas blog posts work better in a longer form, social media posts are usually quite short and can also utilize such popular formats as videos.

3. Whitepaper

This is an interesting type of content for the awareness stage. A whitepaper is a guide or report on a particular topic conducted by an organization. They are extremely handy for lead conversion at this stage – you can offer customers to download your whitepaper in exchange for their email address or subscription to your ads. For such an offer to be appealing, it’s key that your whitepaper provides useful and unique information. Then it’s easier for your audience to understand the report’s value and be interested in getting it.

4. Checklist

Checklists work best for complicated subjects, tasks, or problems with many moving parts. Basically, whenever a person wants to have a clear blueprint of what needs to be done to fix the problem or achieve the goal. A handy checklist in infographic form that lists all the necessary steps will work great as an individual piece of content or when embedded in others, e.g. blog or social media posts.

5. Ebook or Tip Sheet

Similarly to whitepapers, tip sheets and ebooks can work miracles as downloadable content. The difference here is that they’re usually shorter and offer more actionable information and advice. For instance, if you’re promoting writing courses, you can create a blog post with a tip sheet of the best words to use in headlines to catch a reader’s attention, and which words to avoid.

6. Webinar

If you’re interested in providing information through video, an education webinar (a.k.a. web seminar) is a great type of content for the awareness stage. It can be streamed live (allowing you to directly communicate with your audience and address its questions) or prerecorded (meaning you have unlimited opportunities to polish the message and presentation in it). Many audiences love more visual and auditory content, and webinars are a great tool to reach them and disseminate information.

7. How-To Guides

Often, a solution to a problem or pain requires an individual to learn a new skill. Before the person decides on purchasing your product, they may require more information about the problem and wish to understand how to solve it. Instructional How-To videos or articles fill this role perfectly, both informing the potential customer and building rapport.

8. Tool or Kit

The previous types of content for the awareness stage that we’ve described tend to target a broader audience. However, this may not always work well for your particular buyer persona. Your customers may require more personalization and utility. If that’s the case, tools and kits become a great type of content for the awareness stage, helping the client to move along the buyer’s journey funnel.

Consideration Stage

As we move on, let’s explore what your consideration stage ads should do. When a customer gets to this stage of the buyer’s journey funnel, you’ve already captured their attention. Now they’ve identified the problem they want to solve and are searching for the best solution. The person is slowly coming to a realization of the imminent future purchase and is trying to evaluate their options.

The consideration stage involves extended engagement as the business is nurturing its leads, establishing trust, and building a relationship with the audience.

Here are some examples of what your consideration stage ads should look like:

• Product Comparison Guides
• Case Study
• Free Samples

Let’s take a closer look at the best content types for the consideration stage of the buyer’s journey funnel.

1. Product Comparison Guides

When the buyer is still considering solutions to their problem or pain, they often turn to product comparisons. This makes this type of content perfect for the consideration stage. You want to help customers to decide, presenting them with thorough information on the pros and cons of each option.

2. Case Study

This type of content can be used to great effect in the consideration stage as well as in the decision stage at the same time. A case study can convince the customer that your solution works by describing how it’s already achieved positive results for other clients. This appeals to both the logic and emotions of the customer by providing quantitative data and detailed information on the solution.

3. Free Samples

Another example of an excellent type of content for the consideration stage, a free sample is an offer that allows the customer to try out the product and see if it works for them. Figuratively speaking, the client already knows that they want to paint their home but aren’t sure what color. 

In this case, the provider wants to provide customers with a way to try out the potential solutions. This way, once the customer falls in love with a solution, they already know the provider and are likely to trust it.

Decision Stage

Finally, it’s time to move your clients into the decision stage. As they near the end of the customer journey funnel, they’re choosing between specific providers or specialized offerings. The job of a marketer here is to provide a frictionless and easy customer experience and to go above and beyond these customers’ expectations. This is what can win you clients over your competitors.

Here are some examples of what your decision-stage ads should do:

• Live Demo or Free Trial
• Consultation Offer
• Coupons

As your prospects get more and more interested and invested, this is what can help them complete their journey through the buyer’s funnel to purchase.

1. Live Demo or Free Trial

This tool is a logical development of the idea of free samples. You allow the customer to take your product or service for a test drive – a tactic that car dealerships have used for decades to a great effect. Assuming that the product or service itself is what the buyer is looking for, your sales team simply should make the close and handle their objections.

2. Consultation

This is another example of delivering a bit of service for free in exchange for potentially closing the deal. A consultation offer can reduce the customer’s anxiety about initiating a sales conversation, while also promising something (actionable advice or strategy) they can walk away with in exchange for their time.

3. Coupons

This tool of the decision stage appeals to the mindset called FOMO (fear of missing out). You reduce the price for a certain period to hand a price objection and convince the client that if they don’t use the coupon they’ll be missing out on a great deal. This is often enough to decidedly convince the client to accept your offer.

 

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Whatever business you make, the main goal of it is to make a profit. And to achieve this main purpose, marketing teams have a myriad of aspects to work at: attracting attention to the brand, engaging more customers, increasing brand awareness, and becoming an authority in the industry. How can they make this? How do they present your product or service to the world? Content marketing is the answer.

Content marketing is a form of marketing aimed at creating and distributing relevant content to a target audience through appropriate channels. The purpose is to generate leads, turn them into your customers, and build long-term relationships with your audience. That is the cornerstone of business marketing.

The best practice to start is to identify your customer’s pain points and needs. You should understand what issues you can solve and what answers you can provide to your clients. And after all, you will be able to find the best type or form of how you can help your customers. Here we come to the main topic of this article – what formats and types of content you can use to build a bridge between your audience and your business.

What Types of Content Marketing Exist

As we’ve already mentioned, content marketing starts with establishing customer needs. And then you can choose in what form you can communicate with your potential or actual users. There are plenty of ways: blog posts, landing pages, videos, whitepapers, infographics, emails, case studies, podcasts, guides, FAQs, photos, etc. So, let’s have a closer look at the most popular types of content marketing and figure out what purposes they serve.

Blogs

A blog post is a classic type of content chosen by marketers to build brand awareness and increase engagement with customers. Up-to-date and high-quality blog posts can be a crucial element of the whole marketing strategy and bring the result you were aimed at.

This type of marketing content can address potential customers directly and increase brand loyalty and identification potential. It can serve various purposes, both entertaining and informative. Companies can promote their products through blogs, demonstrate the use cases, or solve other issues of potential customers.

There is a big number of paid and free platforms and tools to create your blog. Businesses can use various channels to share their blog content: Facebook, Twitter, LinkedIn, Medium, and emails, or create it with a WordPress platform. Whatever channel you choose, follow some simple rules to make your blog marketing strategy more effective:

• Optimize your blog posts with popular keywords. Or you can get advice from SEO specialists.
• Publish your content regularly. Search engines appreciate this.
• Keep in touch with your audience. Inform them about new updates, news, promos, etc.
• Bring value to your customers. Create use cases, manuals, or other solutions that will be useful for existing and potential customers.

Videos

In the last years, the methods of content absorption have slightly changed, and video format has become one of the most popular. Content marketers couldn’t miss this channel of content distribution as well. According to the research, 87% of companies use video as a marketing tool. And there is a reason for this. Video content marketing simply works. It is the best method to engage and retain the audience.

Video marketing in figures:

• 87% of companies use video as a marketing instrument.
• 42% mostly use live-action videos, 33% use animated videos and 15% mainly use screencast videos.
• Tutorial videos are the most popular – 74%.
• 55% of video marketers create their videos in-house. This is cheaper, but the quality is not guaranteed, compared to specialized agencies.
• 87% of marketers say video has helped them increase traffic.
• 81% of marketing specialists report an increase in sales after making video content a part of their marketing strategy.
• 88% of people say that they’ve decided to buy a product or service by watching a company’s video.
• People watch an average of 19 hours of online video per week.
• 88% of video marketers plan to include YouTube in their 2022 video marketing strategy.

Infographics

Infographics are a visual way to present important information more effectively and creatively. Businesses create infographics to increase brand awareness and credibility, generate leads and increase online sales in a quick yet clear manner.

Engaging visuals help attract users and convey the right message to them without taking up too much of their time. Headers and pictures allow readers to concentrate on the core data you are presenting and explain difficult concepts or solutions in a simplified way. To create an attractive content marketing infographic, try to find a balance between charts, diagrams, headers, text, and images. Correctly chosen icons can also clear your message even without reading the text.

Infographics can help to achieve business goals like brand awareness. Just put the logo of your company or product on the image and make it shareable. Captivating visual content will make people share it with friends and colleagues.

Other Types of Content Widely Used in Marketing

 

We have presented the most popular types of content marketing used by marketers both in small startups and large companies. But the list does not end there. There are many other types of content marketing that can be easily combined with the abovementioned and bring many benefits to business owners:

• Case Studies. One of the best informative ways to explain how and why your product or service works. It allows the customer to see the journey from start to finish.
• Testimonials. Great way to motivate customers to interact with your product or service. People are more likely to buy an app if they see the opinions and thoughts of those who have already done it.
• Whitepapers. They can be used to provide your customers with fact-based research to prove your authority and back up your claims.
• Memes. If it is suitable for your brand and industry, memes are perfect to entertain your audience and make them interested in your message.

Why Use Different Types of Content Marketing

In developing a content marketing strategy the best practice is to combine the types of content most suitable in your industry. It’s not obligatory, but it can make a difference. The most important thing is to make it high-quality, relevant, and adequate for the message you want to deliver to your audience. Don’t let your customers get bored, find various distribution channels and stay regular.

The creation of high-quality content for marketing purposes can be a real challenge. Don’t hesitate to hire specialists and entrust this mission to a professional team. Grrrow.me can help you to find an approach to your target audience using various types of content. An ability to wisely delegate tasks will be your key to success.

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A successful content marketing strategy is highly dependent on how attractive your content is both for search engines and potential customers. Search algorithms have evolved to provide the most relevant content for search queries.

If years ago the best way to get a top spot in the SERP was targeting single keywords, today the game has changed. Google algorithms have become clever enough not only to analyze the pages stuffed with keywords but recognize the search intent of users offering relevant pages linked by topics.

This approach when content on close topics is united by hyperlinks is called topic clustering. A topic cluster is a group of web pages on various aspects of one topic built around one ultimate pillar page. This page covers the broad topic and the most general keywords offering hyperlinks to other cluster pages focused on various aspects of the main topic more narrowly.

We have already discussed what is content clustering and why it is important for SEO on this page. Today we will focus on content pillars, their types, and other key points.

What Are Content Pillars in Content Strategy

Content Pillar is a key topic for all your content clusters. An ultimate pillar page usually covers all the main keywords and answers the general questions on the parent topic. The pillar page should be available from the main page of your website and contain about 2500-3000 words.

The content pillar page is a central hub in your content strategy that links all other cluster pages and organizes your website structure. It also serves the main purpose – to provide a complete, definitive exploration of a topic and provide a reader with all necessary information in one place.

Moreover, content pillar pages allow not only bring value to readers but has a positive effect on search engines. Using content pillars you create a hierarchy of pages on your website, that allows Google algorithms to easily analyze it. When your high-quality content is interconnected by hyperlinks with the pillar page you have a higher chance of good ranking in SERPs.

Types of Content Pillar Pages in Content Strategy

Depending on the marketing goals you can create three types of pillar content pages on your website: “Guide”, “What Is”, and “How To”.

The “Guide” Pages

Guide pillar pages are aimed to give a comprehensive overview of the topic. It covers various aspects but doesn’t go deep into them. That’s why this kind of page should be supported by cluster pages with a wide variety of supportive information and more detailed information on the subject.

Ultimate Guide pages are created to make your website an authority on the topic. It usually has over 2000 words and it can be a real challenge to engage and retain a user. That’s why this kind of page should have multiple interactive elements and pages that link to support it.

You can put a note about how long it will take to read this page and make a navigation menu for users. A good option is to make this navigation bar float. It will allow readers to jump to different sections on the page. Various videos, infographics, or FAQs will also make tons of plain text look more attractive and engage the user.

Guide pillar pages are the best way to make your website an authoritative destination for an interested user and expand knowledge on various aspects of your topic.

The “How-To” Pages

The “How-To” pages allow you to reach people looking for solutions and improve the processes they need. With relevant and high-quality content on the “How-To” pages, you can easily position your brand as an expert in a certain subject.

This kind of page is best suited for tutorials, and instructions and opens many doors for internal linking with supporting topic clusters. You can link this page to more detailed guides on certain topics and make the navigation for users smoother.

By offering a solution on the “How-To” pillar page and supporting cluster pages you can successfully address your reader’s pain points and offer much useful and high-quality information. Step-by-step manuals with screenshots, FAQs, or video tutorials are highly appreciated.

The “What Is” Pages

“What is…” is one of the most popular queries on Google and other search systems. And this kind of pillar page can serve as an ultimate explanation of the subject. It can be both a stand-alone resource with all the necessary information and a hub for a myriad of cluster pages covering all aspects of the subject. Like “Guide” pages this type is also authoritative.

Longread blog posts are one of the best types of content for this kind of pillar page. You can divide the blog posts into sections and interlink them with other cluster pages. Various media components like pictures, videos, or infographics will serve great to promote “What Is” content pillars in social media or email marketing.

The well-organized “What Is” pillar page will comply with the requirements of the Google algorithm and become attractive not only for readers but for search engines as well.

Quick Takeaways About Using Content Pillar in Content Strategy

• Pillar content is an ultimate form of content that allows you to provide comprehensive information on a certain topic and become a real authority for your audience.
• High-quality pillar content should stay evergreen and shouldn’t lose its relevance over time because it can reflect the changing industry trends.
• Using content pillars and clusters in your website you organize content on it making the website attractive both for search engines and readers.
• Make a research of your audience before creating pillar content. This will help you to find the most relevant topics for your “What Is” or “How To” pages.
• With a well-organized pillar content strategy, you build a loyal fanbase of visitors who are more likely to convert into loyal customers or brand advocates.

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Content marketing has already gone beyond just publishing blog posts or articles. The more media platforms are created the more channels for content marketing are opened. In a couple of years, photo, video, or podcast platforms have become the best channel for creative content distribution used in promo campaigns.

TikTok has captured the hearts and minds of users within the last two years. Besides being an entertainment app for creative teenagers, it has become an instrument of impact on the culture media space. This content platform broke all download charts with almost 1.5 billion users all over the world. Moreover, TikTok is the most engaging of all social media applications with an average user session of 10.85 minutes. Of course, marketing specialists couldn’t ignore these facts.

Marketers in various spheres, from software and sports to beauty and health services started using TikTok as a publishing platform for their creative branded content. Let’s have a closer look at the nature of branded content on TikTok, figure out the rules and regulations for publishing on TikTok, and figure out why it is a good platform to consider while planning your marketing campaign.

What is Branded Content on TikTok

According to TikTok’s official position, branded content is a type of content that promotes certain products or services and brings any kind of value to your business. Your content can be considered branded if it has the following features:

• A promoted product or service was gifted by a brand
• You have been paid by a brand for posting their product
• You receive a commission on any sales of the product
• You have a commercial relationship with a brand
• You act as a brand ambassador for the product you promote

To make its branded content policy TikTok has developed a list of rules and regulations providing some transparency to it. Let’s have a look at some of them.

Regulations for Branded Content on TikTok

To make your branded content comply with the regulations and prevent it from removing or imposing other limitations, it is important to follow these requirements:

• Posting branded content on TikTok users have to toggle the button to allow other app users to figure out that this post has commercial nature.
• The promoted product or service should be completely described in the post, without requiring users to access the profile page or other links to identify the product.
• Branded content shouldn’t be targeted on promotion of any prohibited industries like alcohol, tobacco products, drugs, weapons, gambling, politics, age-rated films, shows, etc.
• Branded content mustn’t violate any country-specific requirements, otherwise, it can be restricted in the relevant country.

Along with these rules, branded content must also comply with TikTok’s Terms of Service and Community Guidelines.

Benefits of Branded Content on TikTok

Regardless of all the regulations for posting branded content, TikTok is still one of the best content marketing channels. Companies create branded content for many reasons. Promotion of a certain product may seem more authentic when it is made by a third person but not by the brand itself. People will likely trust opinion leaders more than commercial projects or businesses.

Moreover, using the branded content approach, you can appeal directly to the audience your brand needs. This win-win cooperation allows creators to not only earn money and explore creating different types of content but also help brands attract potential new customers. Here are some benefits of posting creative content on TikTok for your business.

• Increase brand awareness. It goes without saying, that due to the number of users TikTok is the perfect way to engage a new audience and increase brand awareness. Using hashtags and taking advantage of popular trends you can easily attract many viewers to your branded content and your product.
• Get feedback from your audience. With the TikTok functionality, you will have instant feedback in the comments under the post. This will give you insights useful for your brand development.
• Build engaged communities. Branded content is one of the shortest ways to communicate with your potential customers. Moreover, they can cooperate with each other, forming a fan base for your product and building an engaged community.
• Provide customer service. TikTok is a perfect platform for providing any kind of customer service: creative guides, tutorials, manuals, FAQs, etc. Let your users and potential customers get instant help on their questions directly from you or from other viewers in the comments section.
• Advertise products and services to target audiences. Due to next-generation recommendation algorithms in TikTok, you can be sure that your branded content will get to the relevant audience.

All those challenges, duets, likes, and shares can look like entertainment features only. But numerous success stories and research have proved the extremely high effectiveness of this approach in creative marketing. More than half of content marketers (52%) using TikTok are planning to increase investment in this sphere in 2022.

Final Thoughts

Using TikTok for commercial purposes can be an integral part of the whole marketing strategy. Large and small companies turn TikTok viewers into loyal customers bringing massive benefits to their businesses. But behind all the seeming simplicity there is a big number of nuances and details you should cope with.

Hiring a team of creative professionals in this sphere will be a great decision that can save you years and millions. With Grrrow.me you will not have to go through trial and error. The best practice is to delegate your branded content campaign to specialists and concentrate on other aspects of your marketing strategy.

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Content marketing strategy has acquired much popularity among both small startups and large enterprises. Most of them hire full-time content marketing teams and have a documented content plan.
According to the latest research results, more than 80% of companies have a content marketing strategy. And that is not a surprise. This kind of business development has acquired much popularity among both small startups and large enterprises. Most of them hire full-time content marketing teams and have a documented content plan.

Types of content, platforms it is distributed on, and content consumption are all changing. And the key to success is staying relevant. However, regardless of how high-quality your content is, you may need much effort to get your content discovered by potential customers. Search Engine Optimization is obviously an effective way to make it. But successful content marketing teams have another ace on their sleeve. It is called content syndication.

What is Content Syndication

Content syndication is a kind of content republishing on a third-party website. It is an absolutely legitimate approach with respect to copyright and intellectual property. Content syndication is a win-win strategy for the original content creator and the third-party website. The author receives a larger audience, while a publishing resource gets to share high-quality content.

Content syndication is different from duplicating or guest posting. The original owner can also self-syndicate his piece of content to various forums, creating crowd-marketing links.
This approach is more favorable for content creators as it still gives them the right to share the same existing content on multiple websites.

Benefits of Content Syndication

Content syndication is one of the best ways to attract new readers to your content, product, or service, without spending too many costs or extra effort. If you use this approach wisely, syndicating your best high-quality content, you can get a large number of benefits.

Reach a wider audience

Content syndication allows you to engage more readers and attract more individuals interested in your product. With this approach, your content can touch those viewers and readers who have never come across your brand organically. To sum up, content syndication optimizes access to the content that you’ve spent so much time creating.

A big number of distribution channels

To reach a bigger audience you can use a myriad of content distribution channels: Facebook, LinkedIn, Quora, Medium, Reddit, etc. All of them are free and available for whatever experience in content creation you have. Moreover, using these channels you can have instant feedback from readers to get some insights or improve your skills in content creation.

Lead generation

Content syndication allows you to build the whole lead generation strategy. When prospects fill in their details on other services and websites, you can get more information about your audience and use it later to convert them into your customers. Ensure that you have given enough context and information about your brand and product as the newly obtained reader can be not familiar with your service.

Proof authority

Content syndication is a perfect tool to demonstrate your authority in the industry and become a kind of thought leader. If you find relevant content syndication partners you will be considered a real authority in the sphere you operate. But the main task is to provide correct information and give your audience answers to their issues.

How to Syndicate Content Effectively

Content syndication is surely one of the most effective ways to engage your audience and make your content more popular. But it is still important you do everything correctly.

Create high-quality relevant content

Before you publish your content the best practice is to pay attention at the following aspects:

• quality
• relevance
• depth
• authority

It is highly important to figure out the requirement of the platform you are going to publish on. For example, various groups on the Medium platform can have different requirements regarding structure, style, and other aspects of created content.

Find the best platforms with good reputations

Partnering with larger platforms or industry leads will help to improve your brand reputation and develop your authority. Before choosing a platform, make research about its audience, publications, and its style. Knowing how to write will increase your chances of being published.

Track your content performance and constantly improve

Content analysis is a crucial aspect of content syndication strategy. To generate high-quality leads it is important to estimate and optimize your content. Pay attention to engagement rate and conversion. The purpose of any content syndication campaign should be to assess and enhance outcomes by refining your approach regularly.

Final Thoughts

Content marketing is a multifaceted and versatile sphere. It can include so many subtleties and details that it can take you years to master them. So does content syndication. Why don’t you hire a team of specialists that have already learned this sphere inside out? Grrrow.me is the exact company that can help you with solving various marketing issues and delegates them to specialists.

Contact us and we’ll help you to build a brand image, increase backlinks, and create a network with industry experts. Regardless of your business size, we’ll find all the necessary tools to boost your company and income.

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Effective marketing and content creation have become closely interconnected. Sufficient content marketing has become the best way to maintain a stable connection with the audience with massive benefits for the company’s reputation and credibility.

Content marketing is defined by the Content Marketing Institute as “a strategic approach focused on creating and distributing valuable, relevant, and consistent content”. This is the best way to describe what kind of content should be made to attract and retain any audience regardless of the industry in which your company is involved.

Factors of Good Content Marketing

Content marketing has become an integral part of any marketing strategy. This caused more and more content generated. Brands have to become more inventive to reach their target audience. Here are some factors important for companies to have an effective content marketing strategy.

Make your content valuable for users

The best practice in creating content is to make it valuable for your audience. All the blog posts, articles, white papers, videos, and podcasts should be focused on external distribution, not on in-house use. The content should be informative and able to solve users’ issues. Comprehensive, consistent, and relevant content can build trust between your brand and customers. This way you can provide authority and become a thought leader in the industry.

Make blogging effective and regular

Content creation can have various forms, from blog posts to videos. But the most important that unifies all content options is regularity. Generally, blog posts are a highly effective tool to generate an audience. Providing relevant content, even on topics, not related to your business activity, can make you real authority. Making this approach regular can provide a closer connection with customers and make them your brand advocates.

Create use cases and reviews

Case studies and reviews are still one of the most effective ways to attract customers. Users are more likely to pay for your products or services if they see other success stories and examples of other users that have already paid for them. Customer experience and case studies can be offered in various formats: testimonials on websites, reviews, comparisons, or blog posts. Let your potential customers have a look at some expected experiences with your service.

Document your content strategy

Marketing strategies have become more tangible. They are no longer an ephemeral set of ideas and guesswork to improve sales and conversions. All these ideas are now documented and systematic. This can also cause some positive B2B effects, building trust not only within the audience but also within investors and partners. By documenting your content strategy you can easily demonstrate the results of short-term and long-term development.

Tips and Tricks for Creating Content

Good content marketing is entirely dependent on the content you publish. Here are some tips and tricks to make your content more attractive and engaging.

• Company inner workings and personal stories. This type of content can create a more personal feel and allows your potential customers to put faces with names.
• Hear your audience. The best way to keep in contact with your audience is to answer their questions and ask their opinion about your service and updates. This approach can give you many insights for blog posts and articles.
• Use graphics and images. Relevant media content can not only fill space on your page or post but bring some value to your reader. Offer some research results or infographics. Photos of the company’s daily routine can also be engaging.
• Create lists and comparisons. Readers are quietly interested in any content titled “Top of …” “Best …”, etc. You can easily integrate your own products into these lists and comparisons showing your competitive advantages among others.
• Describe your product with all its details. Your product or service can be a good resource for content ideas: from the description of functionality to service use cases, manuals, and testimonials.
• Stay current with your content. It is crucial to post up-to-date information. Especially when it comes to infographics and reports. This can prove your authority in the market and develop trust with your audience.
• Don’t ignore SEO and ASO. The main purpose of content creation is to be interesting not only to readers but also to search engines and algorithms. Find necessary keywords and develop good SEO and ASO strategies.

Final Thoughts

The ultimate purpose of a good content marketing strategy is to provide your audience with valuable content and build authority. Any of your content will hardly rank high immediately but it will be the best way to achieve long-term objectives.

Grrrow.me is a comprehensive agency that can solve all content marketing issues from creating ideas to finding the relevant channels for publishing. We are able to develop your content plan to achieve your financial goals.

Create for humans, optimize for search engines with Grrrow.me!

Creating high-quality relevant content sometimes can be a real challenge. Especially if you are involved in a highly competitive and fast-developing industry. The best practice is to combine two approaches.

The first one is to create long-term sustained content that will be able to engage the audience with minimal expenses and updates. It usually relates to some manuals or blog articles. The second one is to write topical and up-to-date content to react to the fast-changing circumstances.

Various businesses prioritize different approaches. In this article, we will discuss content ideas for different business spheres – from education to healthcare. Let’s go!

Healthcare and Beauty Services

Healthcare businesses are constantly evolving showing more and more online presence within the last few years. High ranking for search engines and popularity among customers is the primary purpose for any business and healthcare content strategy is not an exception.

But it is important to consider that the target audience in healthcare is patient who is looking for help on the web and this fact should be considered while planning content marketing strategy.

Blog posts on various health conditions

Creating a blog with articles on relevant topics is a good way to attract a new audience. The blog may contain various medical information, from basic health principles to specialized medical use cases with comments from qualified physicians. But it is important to remember that the writer is obliged to have expert knowledge in the sphere he is writing about because healthcare is not the sphere where you can neglect the author’s expertness.

Health assessments and FAQs

A good option to attract new visitors to the healthcare website is to offer some quick solutions to potential customers. They will be able to receive quick answers and professional opinions about their symptoms and understand the level of care needed. Such online assessments and pain quizzes are not replacements for actual medical care but they can serve as additional information to start communication with a physician in a hospital.

Customer testimonials

User reviews have always had a big effect on potential customer decision-making. New clients are more likely to choose your healthcare service if they have positive examples of other people that already used it. In healthcare, it’s impossible to “try before you buy” or to “return services” for a refund. So getting recommendations and third-party opinions is the next best way to feel confident about spending time and money on your service.

Finances and banking

Financial and banking spheres are considered to be difficult to compete in. This is also backed up by numerous restrictions and limitations for advertising financial services. Anyway, finding new clients that will be ready to share their funds or trust their savings is crucial for this business. So, let’s consider some ideas for content marketing that could help to engage relevant audiences and improve your marketing strategy.

Money-saving guides

This is not a secret that everybody wants to save money, from first-year students to transnational enterprises. That’s why any kind of blog post or analytics article on this topic will be a good way to drive visitors to your website. It is important to build trust and prove your authority within the niche. You can also integrate a savings calculator to bring some practical use to your content.

Industry statistics and news

Up-to-date statistics and quotes can be a solid magnet for potential customers. News and statistics from cryptocurrency exchanges are valued massively. You can offer some up-to-date information encouraging other resources to link to your site. This will give you a backlink boost that is highly appreciated by Google robots and search engines.

Review comparable products

Review and comparison of content is the ultimate trick to building content clusters that can attract visitors. People spend more and more time on the web analyzing financial and banking services. And you can help them. This win-win approach will bring confidence in your service to your audience. Just don’t forget to remain objective and transparent giving fair marks to all comparable products.

Construction and engineering

Reviews of completed projects

While searching for the exact design or plan, visitors cope with a myriad of resources, videos, photos, and articles. With this type of content, you can show your visitors the high-quality work you deliver. Before-during-after content is widely popular even among those who are not familiar with the sphere. You can disclose some stories about issues that you have faced highlighting the professionalism of your team in overcoming those difficulties. This can be supported by photos and reports to present the final result.

Industry news and insights

The construction and engineering industry is a vast sphere including stages from planning and design to choosing technologies to realize all the ideas. And every day, tons of related news happen. You can create any type of content from popular trends like “How to organize your working space” to “How to find a qualified builders team”. Bring insights to potential visitors and you can become an authority in the industry.

Behind the scenes and unusual angles

Making your content more personal will lead to better trust in your business. Users are always interested in different insides and internal processes before having a final result. People appreciate it when they know who they are dealing with, watching behind the scenes where they can learn more about your equipment, or different tips and tricks during the process.

Education and studying

There is an opinion that content marketers are the best teachers. It can be easily explained. In creating effective content marketing, the main purpose of a specialist is to inform and educate consumers. The advantage of educational content is that it can touch upon any topic in the world: from mathematics and chemistry to biology and psychology research.

Researches and instructional materials

Educational content can relate to various life aspects. But the main task is to understand your audience and to realize the way of communicating with it. Research reports are kind of serious content that will have practical value for students and pupils. It is important to become an authority in the sphere to make visitors trust you.

Personal stories of former students

This kind of educational content can have entertaining nature but is still useful. Students are always building plans for the future and planning their further steps. Stories and use cases of graduates will help them to figure out what they want to master and what life aspect they want to devote their life.

Field trips stories

Very often the only thing students dream about is to leave the school building and visit some other places they have never been to. Classroom-based history lessons don’t have the same effect as outside excursions. That’s why this is the best way to engage the younger students to visit your site is to encourage field trips telling remarkable stories and enthralling biographies of famous people.

Software developing

Building a marketing campaign in a software company without content planning is impossible. If done correctly, content marketing can bring your business a large number of leads and potential customers whatever product or service you offer. Consistent content can drive both organic traffic and build authority and confidence in the sphere.

Lists, graphs, and statistics

Blog posts offering different kinds of analytical content can have a great impact on search engines. This brings us to the importance of a well-designed SEO strategy. You can learn more about this crucial aspect here.

Case studies

Providing social proof is stil the best way to attract customers. High-quality case studies will answer the reader’s question “Should I invest in this service” or “Should I download this app”. Users are more likely to make a step forward if they see the results of this step. Even if it was made by others.

Guides and manuals

Regardless of the difficulty of your product, users will not stop asking questions about it. Guides and manuals are the best way to answer them. Step-by-step instructions on various topics even those not related to your product will generate a large amount of traffic and bring more users ready to try your product or service.

Final Thoughts

Every business has interesting stories to tell. Moreover, those stories don’t have to be business related. The main thing is to realize who is your audience, what kind of information they need, and in what form it should be presented. Don’t ignore the feedback as well. You can get priceless insights from the comments and opinions of your users. And we at Grrrow.me are ready to help you with this!

Hire qualified content marketing specialists to find the best content ideas for your business!

Whatever business you take, regardless of its specifics and scale, content marketing will be a vital part of its marketing strategy. From small startups to large enterprises, content marketing agencies and in-house teams are engaged to solve a single issue – increase brand awareness and revenue.

The main purpose of content marketing is to prove your product or service authority to search engines, audiences, and prospective partners. Let’s figure out the process and challenges that can be solved with this type of marketing.

Why Startups Focus On Content Marketing

After creating a solid product the main task for a startup is to make the world know about it. The terms usually depend on investments and efforts made. One of the most cost-efficient and long-term means is building an organic content marketing strategy.

An effective content marketing plan can solve many issues that may arise in a new project:

• Developing brand awareness of product or service
• Attracting potential customers and generating leads
• Building trust between users and the company

This content marketing plan provides the creation of relevant and consistent organic content. It can have various forms, from blog posts, manuals, and landing pages to videos and podcasts. Any content within this approach can have a long-term impact. If it is regularly updated and maintained it can bring tons of traffic for years. Paid advertising can also be an excellent way to find your audience with a significant short-term impact. In a perfect content marketing world, these two approaches should live in synergy.

Content marketing is cost-effective

In managing young startups, limited resources often become a stumbling block for further development and growth. With this concern in mind, the marketing team tries to find the most cost-effective way to develop brand awareness and attract potential customers.
High-quality and consistent content is the best way for this.

Content marketing for startups requires fewer funds invested. It will not take all money in the world to hire a skilled and experienced content marketing team. Sure, at some point you will have an idea to manage content on your own. But without a professional attitude and specific content marketing-oriented knowledge, this will not be successful. Since content marketing for startups is very flexible, services that will fit your budget can be easily found.

Maximizing the brand presence

Brand awareness is the first aspect to pay attention to while planning a marketing campaign. No matter how good the service is, if potential customers don’t know about it, it costs nothing.

The important thing is to get known to the audience. But it is more important to stay afloat and remain in contact with customers. By strengthening relationships with a customer you bring up a loyal community that can become your brand advocate. Word of mouth still remains the best way to popularize a product.

Attracting and retaining customers

Maximizing brand awareness leads to generating more traffic to the website and further growth of the audience. By making content relevant and providing real value you will attract users. Manuals and use cases will solve netizens’ issues proving the authority and expertise of the brand.

But it is important to remember that there is little sense in attracting customers if you can’t retain them. The common truth of marketing is that acquisition of a client costs more than his retention. That is the cornerstone of Return-On-Investment. Content marketing allows to hold this delicate balance and improve the general profitability of the project.

How to Develop a Content Marketing Strategy for Startup

As with any project or campaign, content marketing strategy requires detailed research. Let’s have a look at those aspects of research that have a decisive meaning in the plan.

Persona research

For you, as a marketer, it is necessary to figure out your target audience. Identifying who your content is aimed at will help to set a pool of topics and keywords that should be covered in your writing. Here are some of those characteristics that can be crucial in the research.

• Demographics. To determine the type of content that will be helpful, it is necessary to figure out the age, gender, location, and job of your potential customer.
• Psychographics. Information about the hobbies, interests, and habits of potential users will let you choose the topics to write about.
• Type of Content They Prefer. Details about the type of preferred content will help to find a suitable approach, structuring information most properly.
• Pain Points. To be useful and bring value it is important to learn the pain points of your customer to find the specter of solutions to offer.

Industry research

You can’t run the race for the audience alone. Even if you’ve created the best startup service or product you will compete with other brands in the same sphere. Research of the market will help to find relevant keywords and trends to focus on in content creation. It is necessary to understand which approaches work well in this sphere and which don’t. With a responsible attitude and specialized knowledge, a marketing team can find the weak places of your competitors and make relevant content that will differentiate your product.

SEO research

Covering the topic of why search engine optimization is important we would like to emphasize that in overall content marketing strategy SEO research takes the leading position. Making your content readable for people is a big challenge. But a bigger challenge is to make your content visible to search engines and take top positions in search queries. This is a big deal to analyze all those keywords, link building, and traffic generating.

Final Thoughts

Large companies hire full-time content marketing teams to develop and manage their content campaign. But small startups can’t afford this. Young projects just can’t direct many resources to the whole content team. That’s why the best practice is to find a reliable content marketing agency that will provide complete consultation and help you to form and organize your content plan and manage all those SEO activities.

This challenge can be delegated to our talented Grrrow.me marketing team. It will give you more positive results and a bigger impact than managing it all on your own or spending years training an in-house team.

If you are a startup, content marketing is the crucial growth channel for your project. It is relatively inexpensive and has long-term benefits that will have a positive impact on any further marketing activities and digital efforts.

Delegate your content marketing to qualified specialists at Grrrow.me!

Due to the deeper involvement of businesses in digital marketing, content marketing plans evolved into formal documents without which it is impossible to build a strategy. According to Semrush research, 78% of successful content marketing campaigns were based on a documented content marketing strategy in 2021. The types of content created within these campaigns could differ depending on the industries. But the main aspect that unites all of them is still the quality.

No matter what type of content you create to generate leads or engage the audience it is important to make it relevant. Consuming behaviors of this audience have formed some trends that lead companies in their content strategies.

Marketers today are more likely to increase their budget for creating high-quality digital content: blog posts, videos, images, infographics, podcasts, etc. In this article, we are going to figure out what digital content is in general, what types it can be, and what types of content are widely used by major businesses in their marketing plans.

What Is Digital Content

Any kind of media used to engage visitors or generate interest in your product or service can be considered digital content. Relevancy and consistency are the musts for any kind of it. Digital content has to bring value to any user of your service or visitor of your website. To make content useful it has to solve at least one of the following four challenges:

Any type of content can work differently with various individuals. It’s all about the human being. Some people are more decisive, others rely more on impressions and emotions. The best practice is to combine all these approaches to maximize the outcome. Let’s consider the main types of digital content to analyze where and when each can be useful.

Types of Digital Content

Content marketing is the best tool for better interacting with the audience. With a wise and considered approach, you can use various types of digital content to bring brand awareness, product credibility, and, finally, revenue. The following types of content can be used for various purposes and bring different values.

Digital documents

Digital documents can be not the most popular type of digital content but their role and value are hard to overrate. According to the research, both sales and marketing departments are employing documentation tools most often, with 62 percent and 57 percent, respectively.
Here are examples of digital documents:

• White papers.
• eBooks.
• One-pagers.
• Reports.
• Guides.
• Press releases.

Digital documents are usually distributed in portable document format better known as “PDF”. They may contain a combination of text, images, logos, etc. They can be easily printed or e-signed. Marketers can use these types of digital documents as closed assets to generate leads. When someone wants access to these digital resources they will need to provide an email address in exchange for them.

Web content

Though PDFs are distributed mostly online, they are not so convenient to share or update. There are other types of digital content that can combine text and static or motion media, but be available and shareable by the link:

• Landing pages.
• Product pages.
• Blog posts.
• Online publications.
• Product reviews.

This type of digital content is more likely to be shown in search results and search engines and Google algorithms highly evaluate it. People can easily find any web content and developers or marketers can timely update it if necessary. One-click sharing is also a great benefit of this type of digital content. You don’t need to save a PDF file on your device to share some information.

Visual media content

Static images and motion graphics are crucial in any content marketing strategy. This type of digital content has to attract the website visitor at first sight and become a strong communication tool. Web-based or standalone media content brings massive value to those who learn by seeing. It is helpful because it shows, rather than tells.

Combined with any kind of text content, media can have the form of infographics. This hybrid type helps you convey a message more clearly and shortly. With effective data presentation, you can quickly share information with your audience in a clever and eye-catching manner. According to HubSpot Blog Research, 45% of marketers are already using infographics while 38% of them plan to leverage it for the first time in 2022. Types of static images and graphics often used in content marketing include:

• Digital illustrations and photos.
• Banners.
• Static and animated Infographics.
• Videos.
• Reels and Stories.
• GIFs
• Screencasts.

Final Words About Types Of Digital Content

The world of digital content is not limited to the types mentioned above. Podcasts, Live Chats, or lections can also be an important part of content marketing strategy. The beauty of content marketing is that you can implement any approach that suits your industry and guarantee revenue and business scale.

Grrrow.me is a kind of agency that can help you with this. Our team is skillful and experienced enough to manage various types of digital content and apply the most effective techniques depending on your business goals and objectives. Contact us to get a comprehensive consultation and we will not let you down!

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Engage qualified specialists to develop your brand awareness with any type of digital content!