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Creating Content for Different Buyer Journey Stages in 2021

MarketingProfs 29 Apr 2021 02:00

Most of the content we interact with online is intended to make us take an action, such as following a link, upvoting a post, downloading a study, signing up for a trial, etc.

However, those who interact with marketing content are not always too eager to respond on a whim; therefore, it's key to treat conversion as a part of a larger customer journey and create our content marketing touchpoints accordingly.

To guide the potential customer in the right direction, you need a well-thought-out content marketing funnel in which each piece of content plays its allotted part.

Semrush has done a great deal of research to find out how content marketers build their funnels in 2021, what content formats they use, and what challenges they face. Below, you'll find insights from our recent studies and webinars.

If you read the article to the end, you'll get a bonus resource that will let you analyze and improve your content marketing funnel or build one from scratch.

Content Marketing During the Pandemic

In other words, Covid-19 has both reinforced the importance of content marketing as the most powerful brand communication tool and increased the competition for user attention at each funnel stage.

Metrics to focus on:

To reveal the secret of user intent, you shouldn't just look at how many people visit a specific post or page, but where they come from and what they do. Doing so will let you answer a key question: Does your content attract the right people. at the right moment in their journey?

Metrics to focus on:

That doesn't mean you have to neglect quantitative metrics. Just make sure to combine sentiment assessment (surveys, interviews, social listening, etc.) and numerical data to understand whether your content is welcomed and matches the needs of the target audience.

Metrics to focus on:

Here, again, historical data can help you once again: Look at the content that already converts and learn from its success. Look at its format and length, create similar pages, and run A/B tests to see whether they work as intended. Discard or repurpose underperforming copy and work to maintain the stable traffic flow to the top-performing pages.

To learn what else you can do to optimize content performance at each funnel stage, get your free bonus, The Ultimate Guide to Building a High-Performing Content Marketing Funnel. Download the ebook

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SemrushJudith LewisDatareportal
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