I know, you want all your content to please everybody and make them all want to buy your stuff that instant. That would be cool. But once we come back from daydream land, we should grasp that all content is not the same. All content is not made for the same purpose. And all content is not made for the same audience.
Have you ever shopped for a car and within 10 minutes of being on the lot were asked by the pushy salesperson, “Hey, what do I have to do to get you in this car today?” Maybe you’re just researching. Maybe you’d like some info or a test drive first. The salesman hit you with the wrong message at the wrong time. His content was not crafted for or aimed at the target.
Annoying, yet as brands, we’re doing this every day, sometimes multiple times a day. We’re making whatever content we can, then throwing it out there to see if anything sticks. Content should be aimed at a specific audience with specific problems, goals, emotions and motivations.
Just as there’s a sales funnel (which has actually shifted into a sales cycle or buying journey), there should be a corresponding content funnel that respects and acts on where the intended consumer of that content is in the buying journey. Do that and you’ll wind up with something you might not have at the moment…a content strategy.
Most organizations do this by developing personas. Note that “personas” is plural. There are a lot of different stages, motivations and variables in the buying cycle. Creating content customized and accurately targeted to each is a huge task…one that comes at a time when most brands are struggling just to create quality content at all.
Which is all the more reason to make sure the content you are going to resource and make will be as effective for you as possible. That means intimately knowing whom you’re talking to via data and social listening tools, learning how likely a prospect they are, predicting through analytics what questions they have, and serving up content that will move them into the next stage of the cycle where further targeted content awaits.
Remember, a significant amount of the decision-making process is already done by the time actual contact is made with the vendor. Customers at the top of the funnel are information gathering, staying in the shadows as much as they can. Their openness to your product and message is quite different here than it would be closer to the sale. Even the wording of your messaging must take into account that prospects have a different relationship with you at each stage, just as in real life.
Six Revisions has a really nice snapshot of what the content funnel looks like at each stage.