Content Types: Aligning What You Create with What Your Buyer Wants
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Content Types: Aligning What You Create with What Your Buyer Wants

There are various types of content marketing options that help you align with your user and help them recognize and relate to your brand. But which type is the best and how should you use it?

Team PepperTeam Pepper
Apr-26,-2021 4 min read
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Marketing mastermind Seth Godin famously said: “People do not buy goods and services; they buy relationships, stories, and the magic.” The use of powerful content and the right messaging can take you from a company to a brand. 

Various types of content marketing options help you align with your user and help them recognize and relate to your brand. Here is a quick overview: 

Different Types of Content Marketing

Content can be in many forms and each of its forms can serve a distinct purpose for the brand and the customer in his or her buying journey. Here are some most frequently used content types: 

  1. Blogs: Blogs are the oldest and most widely used type of content. They help spread information while improving the search engine visibility of your brand. 
  2. Social media content: This content type is almost synonymous with digital content. It involves creating or curating content on social media such as images, posts, videos, etc.
  3. Email content: An effective way to reach your user; it is used as both promotional emails or newsletters. 
  4. Ebooks and guides: These are larger, well-researched content pieces that aim at educating or informing the users.
  5. Webinars; These are virtual events used to draw the interest of the end-user by sharing information.  
  6. Infographics: A popular form of content that provides a visual representation of facts, data, and information.   

This list covers just a fraction of the many types of content in marketing. The main questions are: What content to use? When to use it? And how do you determine the exact types of content marketing? A conversion funnel will be a helpful tool here. 

Basics of the Marketing Funnel

The marketing funnel also called a conversion funnel, is often used to visualize the process of turning leads into paying customers. Marketers often focus on large group size at the start to build awareness and generate leads. As the funnel narrows down, a process of elimination guides them to the final buyers. 

The user’s journey and the content you create should align to get the most out of your strategy. These stages of the funnel will help you understand how to divide your marketing content at various steps of the process. 

Source

Below we have broken down the funnel into the most widely recognizable aspects:

  • Top of the Funnel 

The funnel’s top mainly consists of content that builds awareness about your brand, service, or product. The range of users targeted here is more comprehensive. 

At this stage, brand trust and thought leadership is established utilizing advertising campaigns, social media posts, gaining media mentions, webinars and other resources. 

The process of lead generation simply means collecting information of users who could, eventually, turn into paying customers. Lead magnets help draw in data that is usable in the next stage of the funnel. 

  • Middle of the Funnel

This section of the funnel is critical to ensure that the generated leads remain interested in your brand. This step is a chance to build relationships with users and showcase a brand’s uniqueness along with its products or services. Retention is possible with newsletters, promotional emails, brand-specific content, etc. 

Once customers show interest, they become a qualified marketing lead or a prospective consumer. The next step would be to push for the conversion of these leads. Decision-making becomes possible with the help of demos, prompt-mails, tailor-made prompts, retargeted social media ads, etc. 

  • Bottom of the Funnel

This step involves the last few stages of the process where the customer is inches away from picking up the product or service. The sales and marketing teams work together to establish that their product is the best in the market and fits the customer’s needs. 

This interaction is usually with just the end-user and ends when the translation of the sales is complete. 

Creating a Buyer Persona

If you wish to align your content with the end-users perfectly, it is elementary that you find out who precisely this end-user is. To put it simply — a buyer persona is defining an ideal customer for your product or service. It’s narrowing down the customer’s detailed profile. 

The first step to create a buyer persona is to study the market. Use methods like surveys and analytics to determine the audience’s behavior and what they think about your domain, price point, demography, etc. Determine what kind of users should your product or service be catering to and who it is resonating with. You can also get this information based on the pre-existing traffic to your website or your social media pages. 

Create a buyer template to bring all your details together. This template should cover every tiny piece of information you collect about this ideal consumer. List it in the following format: 

  1. Name of the persona: Create fake names that best describe your users. 
  2. Professional background: This includes the sectors they work in or the income brackets they fall in. 
  3. Demographics: This includes details like age, gender, location, family size, and language.
  4. Determine goals: Understand your individual’s goals and challenges and how your product can help make their lives better. 

Mapping Content With Buyer Persona

To reiterate the journey so far: we determined the types of content marketing, understood their utility and determined the ideal consumer. The last step in aligning your resources is what we call Content Mapping. 

In simple words, content mapping is the process of organizing your content bank based on the buyers’ journey (the funnel) and the end-user’s nature (buyer persona). The table below should give you a general overview: 

Stages Of Journey  Type Of Content  User-Behaviors 
Awareness  SEO, social media, webinars, infographics, SME Learning about brand and product 
Consideration SEO, case studies, testimonials, how-to guides Considering the product or service 
Decision Stage Ads, social media retargeting, landing page, chats, loyalty programs At the point of purchase 

The examples below will help you better understand what types of content marketing fit into each of the stages of the customer journey. 

Awareness

  • At this stage, use SEO content to gain users from online searches and look for a solution online. Webinars can help drive in prospective buyers and interactively address their pain points. 
  • Social media is a primary player at the top of the funnel since it helps reach large audiences and builds a credible name for your brand. 
  • Infographics are a perfect tool to highlight all the features and USPs of your brand. Remarketing can also help you enhance brand awareness.

Consideration 

  • SEO blogs at this stage should focus on your product or service and highlight the benefits, importance and uniqueness. Providing case studies and resources will incentivize the users to reconsider your business. 
  • Testimonials, reviews, PR articles, etc., help push the user toward your brand further.  
  • Your website is also a critical point where users understand the product better, so keep them fueled with call-to-actions and FAQs. 

Decision stage 

  • At this final stage, you can use follow-up emails and improve the quality and quantity of retargeting. Providing knowledge-based content about the features and discounts is an excellent way to make the final push. 
  • Loyalty programs, live chats, and retargeting also go a long way.  

Conclusion

We hope all this information will help you determine the types of content, placements, and the best way to use them for effective sales and marketing. 

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