4. Perfect Content Marketing is Segmented
You can run surveys and polls until you’re blue in the face. But you won’t know what people are truly interested in until they give you their money or time.
When a prospect visits a piece of content (spends time) they have raised their hand and indicated interest. And, because of the magic of ad retargeting you can follow up with these prospects with a relevant ascension offer without even acquiring their contact information.
Retargeting blog visitors can help you create segmented leads.
5. Perfect Content Marketing Is Cross-Channel
Perfect content marketers publish content that meets intent in any channel where groups of prospects are searching for and sharing content including:
- Website/blog
- YouTube
Chances are a single content asset could be published across numerous channels to maximize exposure.
For instance, could that video demo of your product be republished on your YouTube channel like Cuisinart has done here?
(If you’re wondering, “Who in the hell would watch that boring video?” the answer is anyone who is interested in buying a coffee grinder and, particularly, anyone interested in buying THAT coffee grinder. Anecdotally… I bought that coffee grinder after watching that demo just a few weeks ago. The grinder does a great job grinding coffee and that video does a great job at cross- channel content marketing at the bottom of the funnel.)
Can that article on your blog be repurposed as a webinar? Can that podcast become a written article for LinkedIn Pulse?