And that’s not all: the content you post must be aligned with your goals and it has to reach the right audience at the right time. But how do you find out when and to whom a certain content format should be delivered?
You need to look at your marketing funnel.
The marketing funnel is a model that shows the journey your audience takes from the moment they come into contact with your business (for example, on your website) to the moment they purchase a product or service from you.
This is important because, for example, if you’re trying just starting, one of your goals should be to improve brand awareness and reputation. And you can’t do that by immediately promoting tutorials about your offerings or a pricing page. It simply won’t work.
Each type of content you work on should have a specific goal. Will it help you show that you’re an authority in your industry, or will it help users decide between you and your competitors?
The marketing funnel is made of four major components or stages: awareness (when users first find out about your brand), consideration (when they start comparing and looking into multiple options), conversions (when they finally buy from you, and loyalty and advocacy (when they will keep buying from you and spread the word with friends and family). All of these stages are important but each requires a different approach in terms of content marketing.
If you’re ever unsure about which content format to use to reach the right audience at the right time, use the content types wheel below: