by Sarah & Kevin Arrow

The Ultimate Guide to Content Marketing: Giving Your Content Purpose

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Welcome to Day 6 of the content marketing challenge! We're making great progress. So far we've covered:

Today we're going to talk about the importance of giving every piece of content a clear purpose. Your content needs direction and intention behind it to maximize impact.

Here are some best practices for setting and achieving content objectives:

Know the Stage of the Buyer's Journey

Have you ever wondered why people buy the things they do? Whether it's a new phone, a car, or even a pair of socks, there's a process, a journey if you will, that we all go through before making a purchase. This journey can be divided into a few key stages, and understanding these stages can really help if you're trying to sell something. Let's dive in!

1. The Awareness Stage

Imagine someone who's just realizing they need something. Maybe their phone's acting up, and they've started to look for information about new models. They're not ready to buy just yet. They're in the “Awareness” stage.

In this stage, your goal as a seller should be to attract these newbies by addressing their needs. Create content that educates, entertains, and informs. Think blog posts, videos, or infographics that answer questions like “Why is my phone freezing?” or “Top 10 smartphones of the year.” You're just trying to get on their radar at this point.

2. The Consideration Stage

Now, our buyer has a little more information. They know what they want and are considering their options. Welcome to the “Consideration” stage.

Here, you'll want to facilitate comparisons and provide deeper insights into your products or services. Detailed guides, reviews, and testimonials can help people weigh their options. You're holding their hand as they try to figure out what exactly fits their needs.

3. The Decision Stage

The home stretch! Our buyer is ready to make a choice. They're in the “Decision” stage and are primed to make a purchase.

This is where you roll out the red carpet. Provide incentives, offers, or personalized recommendations. Share case studies or comparisons that showcase why your product or service is the best choice. Speak to these ready-to-convert customers with confidence and encouragement.

4. Aligning Content to the Buyer's Journey

Understanding the buyer's journey isn't just a fun exercise – it's a strategy. By tailoring your content to each stage, you're speaking directly to the buyer's needs, concerns, and interests.

Are you trying to raise awareness? Focus on informative and engaging content. Facilitating a sale? Speak directly to those ready-to-buy customers with compelling incentives and personalized touches.

Remember, every buyer is on a journey, and it's a winding road with twists and turns. By knowing what stage they're in, you can walk with them, guide them, and be there when they're ready to make that big decision.

Set Specific Conversion Goals

Let's take the next step in our marketing adventure and talk about setting specific conversion goals. If you're anything like me, you like to have a clear picture of what you're aiming for, and that's exactly what this is all about!

Set Specific Conversion Goals

So, we've talked about the big journey that your customers are on. Now, let's zoom in and look at the little landmarks along the way – the micro conversions! These are like mini-milestones that your customers hit as they travel towards making a purchase. Let's break it down together.

What Are Micro Conversions?

Micro conversions are the small, yet essential actions that visitors take on their way to becoming customers. Think of them like stepping stones across a river; they're the path that leads to the big, exciting waterfall of a final sale!

These can be things like:

  • Email Signups: The virtual handshake where someone says, “Hey, I like what you're sharing, keep me in the loop!”
  • Downloads: Whether it's an eBook, a product guide, or a cool wallpaper, downloads are a sign of interest and engagement.
  • Purchases: The big kahuna! This could be the first purchase or perhaps a smaller purchase that might lead to bigger ones down the road.

Crafting Content to Drive These Actions

Now that we know what these micro conversions are, let's chat about how to create content that helps people reach these landmarks.

  1. For Email Signups: Consider sharing content that promises ongoing value. Maybe a newsletter with tips and tricks, special discounts, or access to exclusive content. You want folks to think, “Yeah, I want to stay connected with these guys!”
  2. For Downloads: Create something irresistible. It could be a free eBook packed with insider knowledge, a step-by-step guide, or something fun and engaging. Make it a no-brainer download.
  3. For Purchases: Here's where you can get personal. Share testimonials, case studies, or limited-time offers. Make them feel like they're part of an exclusive club with unique benefits.

Putting It All Together

Setting specific conversion goals is like having a roadmap for success. It helps you understand where you want your visitors to go and what you want them to do.

Remember, it's not just about pushing people towards a big sale. It's about understanding their journey and building meaningful relationships along the way. It's like being a friendly tour guide, showing them all the cool sights, and helping them have a great time.

So, what do you say? Ready to set some specific conversion goals and create content that leads to success? Together, we can make those micro conversions happen, one friendly step at a time! 🎯

Focus on One Primary Goal

You know how multitasking can sometimes get a bit confusing? The same goes for setting goals. While having a few secondary aims is great, it's super important to keep a laser focus on one primary goal. Doing so ensures that the main message doesn't get lost in the shuffle. It's like putting all your energy into hitting that perfect bullseye!

Structure Content Strategically

Now that we've got that main goal in mind, let's talk about how to best lay things out. Think about telling a great story to a friend; you'd naturally start with the most exciting part to grab their attention. That's what you want to do with your content, too! Lead with the most crucial info, and don't forget to wrap it all up with a clear call-to-action at the end. It's like putting a perfect bow on a gift; it brings everything together!

Analyze Metrics

Alright, goals are set, content is structured, but how do we know if it's all working? That's where metrics come into play. By tracking engagement and conversions, you get a clear view of whether your content is meeting its objectives. If things aren't going quite right, don't stress! Just make those necessary tweaks until everything aligns. Think of it as tuning a musical instrument until it plays the sweetest melody.

So, what do you think? Ready to dive in and create something incredible?

Here are some examples of clear content purposes:

  • Attract visitors: “Best Hiking Trails in Vermont” targets new backpackers.
  • Capture leads: “Guide to Starting an Etsy Shop” offers value in exchange for emails.
  • Engage social followers: “Behind the Scenes of Our Product Photoshoots” gives a fun look inside.
  • Make sales: “Top 5 Reasons Our Product Beats Competitors” convinces ready buyers.
  • Retain customers: “How to Troubleshoot Common Product Issues” reduces support tickets.

As you can see, content created without purpose tends to underperform. It pays to be intentional!

Tomorrow we'll start working on your editorial calendar. Share any ideas or questions on defining content purpose!

About the author, Sarah & Kevin Arrow


Sarah & Kevin Arrow have worked in digital marketing since 2006. They share their thoughts and tips here on this site. They'd love to help you become more visible. Book in a call or ping us a message - we're waiting to hear from you!

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