Content Marketing and turning Your Audience Into Customers Flashcards
What is content marketing?
The process of planning creating distributing sharing and publishing content by channels, such as social media, blogs and websites
Content that does not explicitly promote a brand, but is intended to stimulate interest in its products or services
An alternative to pitching your products you’re providing truly relevant and useful content
It is important to keep your brand distinctive amongst competition
What are the types of content content formats?
Interactive e.g. quizzes
Visual e.g. slide presentations and infographics
Video, e.g. podcast live event
PDF e.g. tutorials, e-book, templates
Text e.g. interviews, educational articles and news
Who is John Deere
Created and published magazine called the furrow designed for useful and relevant information for American farmers
Form of content, marketing
What is the difference between a gated and ungated content?
Gated content requires the user to provide information before provision, e.g. signing up for a newsletter
Gated content allows visitors to access without providing information e.g. blogs
What are pillar pages?
Is a comprehensive research page that covers a core topic in depth and links to high quality content created for the subtopics e.g. Wikipedia contents page
What considerations are required in a content strategy canvas
Conversion: promotion (where to distribute) and analysis (metrics to measure progress)
Discovery: current situation (which point company is at), objectives (where does Company want to be?
Planning : audience, strategies(what needs doing)
Execution : tactics (action is needed to be taken), content(what will I create?)
Why do we have to create different content for each race stage?
Because consumers, search queries are different
At the top of the funnel, information is needed about the problem or awareness
In the middle of the funnel, evaluation or solution information is needed
At the bottom of the funnel, the purchase/product information is needed
What is hero, hub and hygiene content?
Hero: large-scale events designed to raise mass awareness, a product launch,big event
Hub: purpose to engage the community, episodic push, content design to keep consumers coming back. E.g. a weekly podcast
Hygiene : Paul content designed to grow the community, informing consumers by creating content around topics are seeking out, e.g. how to shave by Juliet
What is a lead?
Qualified potential buyer, who shows some level of interest in purchasing a product or service
What is a lead generation and the lead generation opportunity
Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales
Any marketing activity that leads consumers to give a piece of information
What is a lead magnet?
A free item or service that is given away for the purpose of gathering contact details. E.g. trial subscriptions and signing up for newsletters.
What are the stages in the lead funnel from top to bottom
Visits
Leeds
Marketing qualified leads
Sales accepted Leeds
Opportunities
Customers
What is the purpose of the act stage?
About prompting interaction, turning a visitor into a potential customer
What are lead forms and how does the number of form fields correlate with the conversion rate, e.g. filling in the form?
Lead forms or set of fields, used to capture and collect the contact information and other data of website visitors, with the ultimate goal of turning them into potential customers
The Moorfields in the lead form the lower the conversion rate
What is lead scoring?
Ranking Leeds, based on the volume to a firm, helps to qualify Leeds, and decide whether efforts should be devoted to market the lead
What are the two types of data to score leads?
Observable characteristics: data collected by asking or observing customers, e.g. job titles
Behavioural characteristics : data acquired through traffic of online activities, e.g. viewing a product page
What does BANT for in Lead scoring framework?
Budget
Authority
Need
Timing
What is lead nurturing?
The purposeful process of engaging defined target group by providing relevant information at each stage of the buyers journey
What are the four activities involved in lead nurturing?
Getting permission to market
Educating and entertaining Leeds with a relevant info
Monitoring the progress via Lead scoring
Promoting your products in the purchase stage
What is an example of lead nurturing
Automated email drip campaigns
What KPIs of the convert stage?
Sales
Percentage of conversion of lead to sale
Average order value
Average conversion time
Percentage abandoned cart