There are eight key steps to creating a lead-generating content marketing strategy:
- Set goals
- Identify your audience
- Start keyword research
- Pay attention to search intent
- Create high-quality content
- Optimize content for conversions
- Determine distribution channels
- Keep updating
Content Marketing Matrix
There are different types of content that hit different areas. Not every type is right for your business but you don’t always know until you test them.
Search Intent
There are four common types of search intent:
- ✳️ Informational - Looking for specific answers to problems.
- ✳️ Commercial - Doing research and comparing products/solutions.
- Transactional - Completing an action online.
- Navigational - Going to a specific website
For your content strategy, focus on informational and commercial intent. You want to get in front of these people as they look for educational content about a topic.
Content Formats and the Funnel Stages
Great list of content formats based on where people are in the funnel.
How Content Aligns with Web Pages
Funnel stages can also be aligned with pages on a website. Here in one diagram, you can see which pages on a site align with the psychology of visitors on their path toward conversion.
Buying Signals
Sources:
https://www.wordstream.com/blog/ws/2021/07/13/content-marketing-strategy
https://www.linkedin.com/pulse/59-marketing-diagrams-charts-explain-digital-andy-crestodina