Copywriting and Content Writing Hub

How Business Owners Can Link Content To Their Overall Marketing Strategy

When it comes to content marketing, the goal is to use content to hand the customer from one stage of the customer journey to the next.

Failure to do this is not only bad marketing but will also lead to a bad user experience.

To keep things simple for this post, let's use a 3-step customer journey.

Readers >>> Leads >>> Customers.

At each stage, you need you'll need different types of content to hand them over to the next stage.

Let's start with the first one.

READERS

When a visitor lands on your site and consumes your blog post, your blog post should be able to hand them over to the next stage (leads).

One way you can do this is by including a lead magnet that readers have to sign up for. This takes them off your website to an email list where you can start nurturing them.

A lead magnet is an irresistible bribe offering value in exchange for your customer’s contact info.

Examples include - content upgrades, guides, white papers, cheat sheets, etc.

By signing up for that lead magnet, you know what they are interested in already (especially if you have multiple products). This helps you with your nurturing strategy.

Another way you can do this is to point them to the service page of your website, and have them take the action there. This could be booking a free appointment or signing up for a discount.

LEADS

At this stage, your customers are aware of their problem and your product but are not sure if it will work for them.

How do you use content at this stage?

1. You can send them emails with relevant info about the lead magnet they signed up for

2. Make them sign up for a product demo

3. Give a free trial for your product

4. Use customer stories that portray the customer as the hero of the story.

5. Use product comparisons that show why your product is better than your competitor.

To mention a few.

All these types of content are priming then to before customers. This leads us to the next stage.

CUSTOMERS

Hurray! all your efforts are bearing fruits. They have made their first purchase.

Pop a bottle, give a bonus to your team members. But don't stop at that first purchase (oops! You know that already)

It's time to make them repeat buyers. While your email marketing and copywriting will put all hands on deck to keep this on a roll, you can also use content to support it.

How do you do this?

1. Send a welcome email immediately after purchase that's personalized.

Thank them for their purchase. Show a video or process on how to use your product.

Have a community? Add them to it.

The goal here is to make your customer excited about your product.

2. Keep sending them relevant content about their interest. The nurturing doesn't stop

3. Create behinds the scene content that shows your business just being you

4. Tell your origin story, etc.

While all these are also brand awareness content, they help to increase customer retention and loyalty.

PS: if you're a content writer, bring this to the table.

Why?

Because what's important to business owners are revenues and cost.

They must see the big picture of how your content can help them increase their bottom line.

If you're writing mostly brand awareness content, eg blog posts and articles, at least use that stage to help generate leads.

That's all for today. I hope you got value.

Have questions or contributions?

Leave them in the comments.