Have you ever wondered how "Content is King" was initially found? Yes! As some of you may know this term was published by Bill Gates through the Microsoft website to share his thought about the importance of the content. As he stated that he expected to make more money from content.

 

Conceptually speaking, there is a difference of content in digital marketing where we are able to target the right audience for our business. In digital, the audience has power toward the content they consume daily. But on the other hand, the marketers have control over the content they aim to target. This control covers content that is produced for the right people, at the right time, with the right format, and on the right platform. Simply to say, it is mandatory to strive for relevance content.

 

Performance-wise, it is necessary to integrate the content with the marketing funnel to map the content for all stages of your marketing funnel. For instance, we can briefly divide our funnel into the awareness stage, consideration stage, action stage, and retention stage.  So, what kind of contents that are suitable for each channel? Let's find out!

 

Awareness Phase

In this phase, a business aims to target the largest yet addressable qualified audience where a business is able to initially target a wide audience to increase your business existence. In this phase, we also tend to show the audience the value you offer through investing brand awareness strategies. In order to understand the practice, we will use the case where we run a fashion business. In the awareness phase, you may utilize content that contains the location and access to your offline store, the price range of the products, as well as tips and tricks regarding to the fashion stuff. These types of contents are suitable for the wide audience to stimulate the audience in catching the existence of our business.

 

Consideration Phase

After frequently consume the content through the awareness phase, the audience will be more segmented for those who are interested in your product. Conceptually speaking, in the consideration phase you may find out the audience that thinks they might need your product or service. In addition, we are positioning our business as the solution to the pain points by focusing on the key benefits, differentiators, as well as competencies. As we utilize the fashion business case for the example, we may utilize product specification, the price per SKU, and the product excellence that differentiates you with other brands. Thus, by offering these types of contents you will be able to reach a more segmented audience that considers your brand.

 

Action Phase

In this phase, we utilize strategies to communicate your brand to people who are looking to purchase your product or service by nurturing new customers through their entire purchase process. In this phase, we will be able to generate sales of our product or service as well as generating new customers to experience the purchase process. Thus, it is recommended to offer informative and direct content to the audience. As the audience is more segmented in this phase, we can adapt content that contains offers and promotion and contact information.

 

Retention Phase

We have generated sales from new customers, then what should we do next? It is crystal clear that we need to build a good relationship with our customers for the purpose of making them become returning customers. In this phase, we aim to target customers who already purchased your product or service. In this phase, we can adopt onboarding tools, resources, and knowledge to set customers up for a lasting relationship. It is necessary to go above and beyond to ensure that your customers are delighted with their relationship with your brand. For a fashion business, during this phase, we can utilize content that provides customer service information, best offers to retain customers, and also product care information.

 

As the digital has been growing rapidly, it is necessary for us to understand how to utilize content properly.  The explanation above is just the basic understanding of the practice of the content making based on the marketing funnel. You will be able to explore more on how you emphasize your content to your audience by started running your plan. A fundamental thing to be highlighted before you run your content on digital is to deeply understand who are the audiences of your brands. By knowing your audiences, you will be able to create a decorated content, especially on digital to simply deliver the values of your message because people are unique. Have you ever wondered how "Content is King" was initially found? Yes! As some of you may know this term was published by Bill Gates through the Microsoft website to share his thought about the importance of the content. As he stated that he expected to make more money from content.