Understanding What Content Marketing Replaces Is Key To Success With It

By: Chris Thompson on August 28, 2014 Categories: Content Strategy, Corporate Communications

Content Marketing is hotter than ever as a marketing and sales strategy, but for some who have implemented it they are yet to find success. As a company that banked its success entirely on the use of its own products, we at Marketing.AI can share some insight on how to create content that will successfully achieve marketing and overall corporate goals.
One key area of insight is understanding what Content Marketing replaces. One of the things it replaces is significant parts of the sales prospecting funnel. If customers want to do most of the research before talking to a salesperson then your content is replacing parts of the sales conversation that used to be had with sales people. In those conversations, sales people would typically qualify the customer and then present different persuasion points in context to move the prospect along in the mental process of considering and then making a commitment to buy a product or service.

Understanding that your content replaces the salesperson’s ability to present information and persuasion points in context tells you 3 key things:

1. That you need to create content that has a well-defined strategic context.

2. That you need to plan the architecture of contexts that tie together to move a customer through those parts of the buyer cycle that your content replaces.

3. That you need to create content that persuades within its assigned context. It’s not enough just to inform. 

To create your strategic contexts and then execute content that aligns with them, you first need to start with a content marketing framework that is made up of strategic objects. These objects include:

1. the theme of the content (i.e. topical grouping it relates to, such as a product or solution type),

2. the target audience or buyer persona, along with characteristics of content that are important to them, such as voice and tone

3. the stage of the buyer cycle that persona is in when they view the content, including what the mindset of a particular persona would be at that stage and what information they would be seeking out specifically

4. the micro-conversion goal or action you want that persona to take after viewing the content

5. the content type being used and characteristics thereof, and the channel on which the content will be consumed

Knowing the context cross-section of the Buyer Persona and what Stage of the Buyer Cycle they are at, and the Theme and what key points the Theme needs to make at that Stage of the Buyer Cycle, along with what micro-conversion goal will move them forward towards the next Stage, will allow you to create content that is set-up by its very nature to achieve your overall marketing and sales goals, and overall move you towards Content Marketing success.

At Marketing.AI we’ve created an easy to use, flexible content marketing software system that helps you do just that. To find out first-hand how it helps you to collect your strategic objects together into a framework that maps to your unique situation, sign-up for a free trial today.