In a recent post from Pam Neely, a well-respected consultant and content marketer, Neely looks at the time spent on content marketing efforts and what we are really getting out of it. If you spend 20 hours producing a “great” piece of content, is it actually great?
Not necessarily. A high-quality piece of content doesn’t automatically make the content great for you. As Neely points out, “if you had taken those 20 hours of content creation and put them into creating a piece of content that filled a content gap in your buyers’ journey… that content probably would get you results. That content would support both your business goals and the needs of your audience.” That’s what makes great content.
Unfortunately for most content marketers, building the content that occupies the space between business goals and audience needs can be tricky. It may not fit with internal marketing campaigns, the right resources may not be in place, or even more likely, the team may not know what that content actually is.
How do we find the gaps in our content and move buyers down the funnel?
There are a few keys, of which we’ll be digging into further at Digital Growth Unleashed, that can help content marketers find that sweet spot for success. Let’s take a quick look:
What’s already working in content marketing?
So often, content marketers get stuck on the “what’s next?” element of content creation. We are constantly trying to produce the next best thing or come up with a ground-breaking idea. The thing is, we don’t have to do that.
You likely already have content that is driving traffic and customers are responding to. The key is figuring out why.
1. What elements do the pieces have in common?
2. What problem do they address?
3. Where do they fit in the funnel?
By looking at our data and understanding what is already working, we can figure out what our customers actually want.
What are people looking for?
My foray into the world of marketing began at an SEO agency so I would be lying if I said I don’t obsess over how people search.
1. Where do they search?
2. How do they search?
3. What terms or phrases are they using?
4. How do people respond?
A client of mine has a really fantastic resource section. They’ve created guides, best practice docs, blogs, webinars, product demos, FAQs and more. All of these assets target various pieces of the funnel but also different types of searches.
However, during an analysis last year we realized that while they were doing a fantastic job creating content to get new customers in the door, they were missing the content that helps bring existing customers back. How did we find that content?
By looking at how others were searching online (via social, review sites, search engines), what search engine results were showing, what competitors were talking about, and through additional keyword research.
As a result, we now have a content strategy that incorporates existing customers and helps drive potential customers facing those more advanced challenges.
What are you missing?
Luckily, identifying what you are missing is the easy part as the first two steps really help you figure out what you need and what you don’t have.
The results may surprise you. Perhaps those product demo videos you haven’t gotten around to are a necessity. Or maybe that money you spent on creating an infographic really wasn’t worth it.
Creating content that your buyers want is what makes great content. By understanding what content is working and what content you need, you can ensure your budgets are going toward building assets that hit that perfect spot between business goals and audience wants.
Join me at Digital Growth Unleashed as we dig deeper and look at how you can take your content marketing strategy even further.
About the Author
Casie Gillette is the Senior Director of Digital Marketing at KoMarketing, a B2B marketing agency in Boston, MA. She has been in the digital space since 2005, working on both the agency side and in-house. Casie has been responsible for developing and implementing marketing strategies for both small businesses and Fortune 500 companies. She regularly speaks about content marketing, search, social, and branding.