When looking at the 4-step marketing sales funnel, attention is the largest and upper-most (first) part of the cone. This is where potential customers see or hear something that spikes their interest in a certain brand or product. Content has been around since retailers of old would hand-paint posters and flyers for their business ventures. Today, content is videos on YouTube, posts on Instagram, blogs on websites, and much more.
Content marketing is by no means a cheap endeavour. Anyone can create content using word processors and graphic design software, and millions of people do. Unfortunately, only a small percentage of freelancers and agencies are actually good enough to produce extraordinary content. For this reason, content generation can end up costing a pretty sum (unless you do it all yourself). Let’s take a look at ways to optimise your content marketing for improved ROI:
Content marketing for improved ROI
Got a sales funnel?
Think of the sales funnel as the blueprint advertisers and marketers have been using since the dawn of promotion. Without a sales funnel, there is no direction for the customer on their path to a purchase. If you follow the AIDA model (Attention, Interest, Desire, and Action), the content you produce will fall into both the Attention and Interest categories.
Short-form content, like social media posts and SMS messages, captures the customer’s attention. Long-form content like blog articles generate further interest in the brand and product or service, and when done right should lead the customer to the decision phase.
There needs to be an opportunity – called the Action phase – where an online patron can act on their desire and exchange money for your products or services. Promoting brick-and-mortar businesses online will get customers through your doors, but the majority of them will likely by from you via online channels if you give them the opportunity.