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We are marketers, so content development should entail carefully calculated decisions with the use of available data. Mike Pantoliano explained it well to a client recently: “Your content ideas start with, ’You know what would be cool?’ when they should start, ’Our potential customers are looking for X, let’s give it to them.’”
In order to be strategic and develop a content plan using data, the first step is to understand your customers’ conversion funnel. This lies at the core of what your customers are looking for…and if they ask, you should answer.Let’s dive into the benefits of adopting this “they ask, you answer” mantra and discuss exactly how to determine the content your customers want...
Killer post on the sales funnel. The days of top, middle and bottom are long gone!