We have all heard the phrase “content is king”. In fact I would argue it has reached cliche status…and as with all cliches there is usually a kernel of truth in the saying.
Jantsch shares five necessary types of content that will help prospects and customers at different stages of the purchase path:
- Trust Building—Bridge the gap from general awareness to building your trust as a helpful, knowledgeable resource (e.g. how-tos, reviews, articles).
- Educational—Feed prospects that are hungry for more (e.g. eBooks, newsletters, webinars).
- Community Contributed—Get your customers involved to nurture loyalty and community (e.g. testimonials, guest blog posts, reviews).
- Filtered—Aggregate content produced by others (e.g. curated posts like these, thoughtful shares on social networks, etc).
- Conversion—Give prospects the final piece of information they need to make a purchase decision (e.g. in-person events, case studies, ROI calculators).
These content types make a lot of sense. Practically speaking delivering on a well thought out content strategy is a challenge in itself.
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Chris Fell is the Managing Director of g2m Solutions, and an accredited align.me Funnel Coach. To read more of his insights, go to the g2M Solutions blog.