Stages of a marketing funnel for Customer Service

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Imagine you're having your regular team meeting  and your new content writer puts you on the   spot with this question: What's our content  strategy? And you're like.."Who cares? Just   get the work done!" If you've ever felt like  you can't explain your own content strategy,   in this video we are going  to break it down real quick. Hi there! My name is Kateryna. I'm the author of the book From Reads to Leads. Today we'll talk   about content strategy. A content strategy defines  a course of actions that take you from where you   are now to where you want to be. The best content  strategy is the one that helps you generate leads   or people who have indicated an interest in  your products or services. To generate leads   your content needs to correspond to the right  stage of the customer's journey and match the   customer's search intent. And it needs to take  your customers to the next stage of their journey   helping them traverse the purchase path quickly  and easily. A customer journey is a marketing term   that describes a path that a lead takes from being  unaware of your products and services to becoming   convinced that your products and services are  what they need. There are many ways to illustrate   a customer's journey. I particularly like the  model described by copywriter Eugene Schwartz   in 1966. It's called Stages of Awareness. In  his book Breakthrough Advertising, Schwartz   breaks down the customer journey into five  distinct phases: unaware, problem-aware,   solution-aware, product-aware, and most  aware. Mapping your content ideas to   the customer's journey opens your eyes to  what exactly you need to tell your readers.   For example, if your readers are unaware, you  need to tell them about the problem so they become   problem-aware. If they're problem-aware,  you need to reveal a solution so they become   solution-aware. From solution-aware, they need  to become product-aware and from product-aware,   they need to become most aware. Now let's see how  you can use the stages of awareness to create your   own content strategy. Step 1: Decide what product  or service you want to focus on. For example,   let's imagine we are a web design company and we  want to focus on UI/UX design services. Step 2:   Decide what audience you want to sell your product  or service to. As a web design agency, we want to   sell our services to startups looking to build  SaaS products. They have a clear idea of what   they need and are only looking for a professional  agency who can help them shape their product.   Step 3: Create a table with 5 stages of awareness.  The unaware stage will include topics that people   who aren't aware they have a problem will  be searching for. The problem-aware stage   will include topics that help people solve their  problems. The solution-aware stage will include   topics that target people looking for a solution  and need some guidance to choose the right one.   The product-aware stage will include all the  content that you will create for people who   know that you have a solution for their problem  and want to know more about it. And finally,   the most aware stage will include copy that you  will write for people who are already interested   in your solution but need a little push to become  a customer. Step 4: Add keywords you will use to   write content for each stage of awareness. Ask  yourself, what keywords or phrases people looking   to solve a problem or find a solution will use.  At the unaware stage, people are looking to gather   some information. Ask yourself: what can attract  their attention? An article that talks about   SaaS design trends can interest people looking  to build a modern product. You can plan it for   the unaware readers. At the problem-aware stage,  you can ask yourself: what problem are my readers   looking to solve? Some ideas might include: how  to build a product roadmap, how to build an MVP,   what makes a good SaaS product, product design  process, and so on. For solution-aware readers,   the question you want to ask yourself is:  what solution are people searching for?   Examples might include 99designs vs Fiverr,  UX designer vs product designer, how to select   a design agency, and so on. Product-aware  readers are searching for commercial terms   if they want to find a design agency. Your content  for this stage is typically a landing page that   describes your offer. For example, if people are  searching for UI/UX design services, you need to   create a landing page optimized for search engines  and relevant to this query. Then you need to ask   yourself: what information do people want to know  about my offer? If you do a good job describing   your value proposition, people would be willing to  send you a project request. To make sure they do,   you can include some incentives like a special  gift or a discount. At the most aware stage,   your job is to persuade your readers that your  solution is the best deal. You can offer them   a week of work free of charge or a free pack of  Instagram stickers to promote their product. Step   5: Write content optimized for search and with  your customer in mind. Now when you know how to   plan your content using five stages of awareness,  everything that's left is to write great content,   distribute it, measure its effectiveness, improve,  and repeat. Mapping your content to each stage of   the customer's journey helps you understand:  1) how your content ideas fit in the marketing   funnel, 2) how your content helps readers get what  they need at each stage of their journey, 3) how   you can guide readers through their purchase  journey, 4) if there are any gaps in your content   and how you can fill them. You can use my content  map template to organize and plan your content.   Download it from my website and use it  as a starting point for your projects.   Check out the link to download in the description  to this video. Next time, we'll talk about Content   Cluster Strategy, another great approach  to improve user experience of your content   and boost your search performance. Subscribe  to this channel to make sure you don't miss   that video. I'll see you next time. Thank  you for watching. Я Катерина, пока, пока!