“Content” cannot be defined as a performance marketing channel and measured in the same way as paid search, email, or display advertising. It’s a mechanism that can be applied across multiple channels, through the entirety of a purchase consideration cycle.
No. Your company will be best served by maintaining an in-house team of expert copywriters, an agency that offers the same, or a combination of both. Everyone thinks they can write, but only expert practitioners will maximize the value of the content published by your brand.
Today your audiences discover brands and products everywhere, not just through searching on Google. A search may just as likely start on platforms like YouTube, Pinterest, Instagram, Facebook, or TikTok. Start producing, publishing, and amplifying organic content on these platforms to augment your paid media spending on these same channels.
Content doesn’t just get people to your website via SEO; it should also be used as a tool to provide a great experience and help guide people through completing a purchase, a sign-up, or other conversion goals. Invest time in research to understand the questions and concerns your potential customers have and map these insights into your on-page content strategy.
Make sure you’re not jamming bottom-funnel CTAs into content intended for upper-funnel website visitors. Example: “Buy now/Sign up now!” CTAs won’t perform well when placed in the context of a blog article or resource guide. Instead, guide people towards learning more, signing up for newsletters or promotions, downloading brochures, or other micro-conversions.
“See | Think | Do” allows you to assign specific content KPIs to specific audience segments in specific stages of a purchase: