The subject of the content that your marketing agency does should flow through the parts of the marketing funnel. There is a natural state that you may or may not be aware that someone goes through when understanding what your business does. You need to create content that takes a potential client through that funnel.
Finding out what your “marketing funnel of content” can be as simple as interviewing those who work directly with clients in the field. You can ask them one question and then see what they commonly hear next. This is another great resource, AnswerThePublic is a tool that gets us a list of questions people typically ask. Your marketing agency can start with “answer the public” and bring that to interviews with the owners of the company, sales, and customer service reps.
Your marketing agency can also have keyword research completed in Google Keyword Planner Tool. Another great tool that allows you to build topic research is done in SEMrush, a third-party tool that showcases topic research on a keyword you found in the keyword planner tool. If your marketing agency wants to see what is trending right now they can use tools like BuzzSumo. What are people sharing most often? There are alternatives to BuzzSumo that are out there as well.
No matter the marketing funnel of content, you always need to start with the basic content of the “what”. What is it that you are offering, this is often basic content that is added to the website to describe products and services. Although this content is basically the words that you use to describe the content evoke certain emotions in wanting or needing your service.
Top Of Funnel Content
After you have basic content, where you go from here is starting with content that makes people aware that you even exist. This is what is called the top-of-funnel content. This is because of the nature of the post that when people are searching for this type of content they are at the beginning of their buyer’s journey. This type of content can also be good for search engines because it is showcasing your knowledge of the types of content that you can do. Search engines are looking for an authority on a subject. Content that is at the TOP of the funnel tends to answer questions, how-to’s, definitions, resources, checklists, stat-based, best practices, and beginners’ guides.
This content can also be for social media because you might be able to make people aware that this product or service is available with helpful information on the subject. As you create content you move down the funnel of questions, “I know what it is”, “how does it work”, “what can it be used for”, “will it help me with this” and on and on till you get to content at the very moment of wanting to purchase. It’s playing twenty questions because if you leave a question unanswered it might be why someone is not buying your product or service.
Bottom Of The Funnel Content
Content that tends to be at the bottom of the funnel tends to post about your products, debates or comparisons between competitors, case studies, reviews, ask the experts, testimonial wrap-ups, and more. At this moment in content, they just need to know “why you”. Be careful with starting with this type of content as it can come off pushy and push many people away.
The fact remains that your marketing agency needs content for both the top of the funnel and bottom of the funnel. As your marketing agency goes through the content journey they will need to balance adding both types of content to your website and social media channels. You also along the way need to easily connect the content from one page to another.
Format of the Content
Does the format matter, not really. Even if the format of the content tends to be better for social media vs. say search engines. It still needs to be made in all forms to ensure that you are not leaving off part of your audience that learns in a certain way. It might strategically make sense to make it in a certain format at the moment because you are getting more reach from that type of content. You just might start in one format and then move to another. For a review of the types of content marketing see our blog post on that subject!
So this is everything that goes into determining what type of content and then what your marketing agency is going to write about it. Next, let’s talk about optimizing it.