How to set up an effective Content Marketing strategy

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There are numerous studies and statistics that demonstrate how content marketing is a well-established technique and which continues to bring results for companies, with increasingly positive numbers from year to year. Confirming and consolidating this trend is also the type of device that users use to connect to the web: contents are increasingly consumed by smartphones and tablets, which thanks to the continuous scroll allow you to easily approach both textual content and infographics.When we talk about Content Marketing we are referring to a " strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a well-defined audience and ultimately to drive profitable customer action " .From this definition it can be immediately deduced that the fundamental elements of an effective content marketing strategy are the planning and creation of a customer/user conversion funnel.

The customer journey in content marketingThe customer journey is the ideal path that leads the consumer to purchase a product or service: it starts with the discovery of the brand or product and Job Function Email List ends with the conversion.This path is represented by the conversion funnel : a sort of funnel divided into several parts, which represent the four phases that take a user from the status of prospect to that of actual customer.Customer journey in content marketingThe phases that characterize the customer journey, which are essential for setting up an effective content marketing strategy , are:awareness : knowledge of the brand/product;interest : interest in the brand/product;desire : desire to purchase;action : sell/convert.The editorial plan , an essential element of the content marketing strategy, must therefore be based on this path and provide specific web content for each of these four phases.



How to design a content marketing strategyThe main objective of a content marketing strategy is to accompany the consumer-user from the phase of awareness, and therefore of exploration and knowledge of the brand, up to the final phase of the action, in which the actual conversion takes place.This means creating quality and different content for each stage of the customer journey : each stage corresponds to a particular type of content, more effective than others.The contents for the awareness phaseThe awareness phase is that of getting to know the brand: a good content marketing strategy must therefore include the creation of content whose purpose is to expand the customer base and reach potential consumers who do not yet know the brand.In this phase, the most effective contents are those that are viral and with a high sharing rate, which respond to the objective of gaining visibility and attracting new users : in other words, the contents suitable for the awareness phase are all those that can be easily shared on social networks, such as videos, images and infographics.