Written by David Kross, Director of Marketing at eZ

While 88% of B2B marketers currently execute content marketing, only 32% have a documented content marketing strategy. And though 76 percent of B2C marketers use content marketing, only 37 percent feel they are executing an effective content strategy.

That is why we wrote our latest eBook, "15 Tips To Boost Your Content Marketing Strategy," which you can download today. Whether you are just starting to implement content marketing in your organization or you are a content marketing veteran, the tips in this eBook will help you improve your content marketing strategy and get better results for your business.

Here are the first three tips in the eBook, to get you started. 

1. Create content for every stage of the customer journey

The best way to acquire targeted traffic is to provide your visitors with high quality content at the right place and time throughout the customer journey. 

Your organization should aim to deliver relevant content at each stage of the purchase cycle, commonly called the sales funnel. Most organizations focus the majority of their content marketing efforts in the awareness and consideration stages. Suggested content types are provided in the illustration below.

sales funnel

It’s worth noting that, depending on the makeup of your marketing team and whether your organization is B2B or B2C, content in the consideration stage might be produced by Product Marketing, not Content Marketing. 

2. Know your audience and your goal

Before you start creating a piece of content, you should always identify its audience and its purpose. Are you targeting IT managers or CMOs? Or maybe your audience is new parents or single males between 18 and 25? Clarify your audience and write for them. 

Now, when it comes to the purpose of your content, content marketing thought leader Jay Acunzo says it best:

Content marketing should ultimately be about one simple thing: solving your customers’ problems. 

Just like your company’s products and services, high quality content addresses customers’ questions and helps them solve a specific issue or challenge. 

It’s also worthwhile to assess the purpose of your content in more specific terms. For example, are you developing an article to drive conversions on your website? Or are you targeting referral visits, shares and inbound links? 

Understanding your motives is an important step before you get started, so you can ensure you create content that supports your goals. Of course, a piece of content can serve multiple purposes.

3. Vary the format of your content

There are many ways to format compelling content, and seasoned content marketers take advantage of them all. Here are some content formats we recommend. Try changing formats often to keep your content fresh.

  • How-to: Teach your readers how to do something. Example: How to write an elevator pitch.
  • Listicle: Organize your content in a list. Example: Top 7 SaaS solutions for sales execs.
  • Compilation: Compile third-party content on a topic. Example: Essential advice from 5 B2B sales experts.
  • Explanatory: Explain what something is. Example: What is a sales qualified lead (SQL)?
  • Think piece: Share your observations and opinions. Example: How social media revolutionized selling.
  • Why piece: Explain why something is. Example: Why solution selling is effective.
  • Profile/Feature: An in-depth look at a person, company, product or trend. Example: CEO John Doe knows how to find top sales talent.
  • Survey: Survey your readers with an embedded or linked form. Example: What are the essential skills to succeed in sales?
  • Q&A: A interview with someone. Example: An interview with Sales Exec Jane Doe on managing a global team.

Want more? Download the eBook today

Content Marketing
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