6.   Perfect Content Marketing Is Avatar-Based

Last, but certainly not least, perfect content marketing assets are produced to satisfy the intent of your customer avatars. A content asset can satisfy the intent of multiple avatars or it can be published to target a single avatar.

At DigitalMarketer, for example, we produced an article to raise awareness (top of the funnel) for our marketing certification programs. This article was specifically targeted to our “Employee” avatar who has the intent of acquiring skills that will land them a better job.

Our goal for this article was to raise awareness for our marketing certification programs, so it was targeted to our “Employee” avatar.

Content Marketing Planning: The Content Campaign

To execute perfect content marketing, you need a plan.

At DigitalMarketer, we make this plan at the offer level using a spreadsheet called a Content Campaign Plan.

The planning document includes fields for:

• Marketing Funnel – Is this asset addressing intent at the top, middle, or bottom of the funnel?

• Avatar – Which avatar(s) will this asset target?

• Vehicle – Will this be a text, image, video, or audio asset?

• Channel – Where will this asset be published?

• Ascension Path – What call-to-action will be used in this asset?

The Content Campaign Plan is used to align content marketing with business objectives like generating leads and sales.

It looks like this (I know that’s hard to read, but you can access the template by clicking here).

DigitalMarketer’s Content Campaign Plan

Want to create content that converts prospects at all stages of the funnel? Create a Content Campaign Plan and execute on it. It works.

Your Content Marketing Success Metrics

How do measure the success of your content marketing tactics?

Traffic by Channel

At the top of the funnel, design your marketing to raise awareness for your business, brands, and products. Measure traffic from channels like Google, Facebook, and Twitter.

Net New MQL’s

Measure the number of leads generated in the middle of the funnel that require further nurturing before they are ready to make a purchase.

Conversion Rate

When content marketing is done correctly, it generates traffic to lead forms and product pages. Measure the conversion rate (Page Visits/Conversions) on lead forms, product pages, and other calls-to-action.

Net New SQL’s

Measure the number of leads consuming content at the bottom of the funnel (demos, customer stories, etc.), indicating they’re ready to buy.

Relevant Roles in Content Marketing

Who in your organization should be trained in email marketing?

Three different departments should be proficient at and understand the role of email marketing.

Marketing

Content marketing is a foundational discipline affecting your search, social, email, and advertising. Every marketer involved in your digital strategy should be well versed in content marketing.

Sales

According to Harvard Business Review, the average buyer is 57% of the way through the sales process before they engage with a sales representative.

Instead of contacting your sales team your prospects are consuming your content. Sales people who understand content marketing can work in conjunction with your marketing team to create content that closes deals.

Public Relations

The modern-day PR team must understand how the content they produce fits into the larger content, social, and search marketing strategy.

The Lingo You’ll Use as a Content Marketer

What are the terms you need to know as a content marketer?

Top-of-Funnel (TOFU) Content

Content designed to raise awareness for your business, brands and products. This content is delivered through a number of channels including blogs, podcasts and video hosting platforms like YouTube.

Middle-of-Funnel (MOFU) Content

Content designed to generate leads and move the prospect through the evaluation stage. Content in the middle of the funnel often takes the form of a Lead Magnet.

Lead Magnet

An irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer.

Bottom-of-Funnel (BOFU) Content

Content designed to convert a prospect into a customer by providing the information needed to make an informed purchase decision. Bottom of funnel content includes webinars, product demonstrations, and customer stories.