Content strategy is a very neat way to organize a tool that has been a part of marketing all along. It helps define the habits and preferences of people businesses are looking to target and more. (More on content strategy.) But the for the conversion-obsessed like me, I was interested in how this fits into the greater sales funnel.
Content strategy is not a marketing output or execution tool. Rather, like the brand, it’s pervasive to each extension of the consumer-centric marketing experience. In the last post I took a look at the very top view of the funnel. Now we’re extending it down to the sale.
Two constants that must be referred back to regardless of are 1) brand and 2) content strategy. Again, focusing on the tools will not result in customer centricity.
As a person develops a closer relationship with a business (from awareness down to the sale) expectations change. This means the content strategy needs to anticipate needs at each level of the experience. This may result in different marketing tools, such as SEO, press releases, emails, white papers, etc (the green items listed); or even the same marketing tools used differently as the engagement level deepens.
Keep in mind: Each target has individual expectations and needs, so multiple funnels might be a good idea for one company.
How is your company using content strategy?
