**CONTENT MARKETING CHARACTERISTICS** 1- It is Full Funnel: awareness/evaluation/conversation 2- Intent based: what is the “pain” of the Lead on each stage; 3- Asset driven: try to solve that pain 4- Ascension Focused: make people solve problems thru the Funnel 5- Segmentation: the right offer for each Group 6- Multiple channels 7- Multiple avatars
As I'm listening to this I'm thinking about my two primary avatars - they have a similar problem - but from to very different situations. Busy mom, busy entrepreneur. What's the work around for creating content and other assets for both these CA's, that makes sense to lead back to your website? My website doesn't speak to moms at all, but they most definitely are my customer. Saying that, a ton of mommy content on my blog would look/feel off brand and confuse my core readership. I'd love your insight here. Great talk Russ & Molly, definitely one to watch a few times.
The way I look at it is what are the decisions made right before a purchase. He mentions price and comparisons at 19:24. Testimonials are another good one to me, to support this person's need to feel like he's making the right decision. Also, give a SOLID guarantee to soothe their fear of looking and feeling foolish. Hope this helps.
**CONTENT MARKETING CHARACTERISTICS**
1- It is Full Funnel: awareness/evaluation/conversation
2- Intent based: what is the “pain” of the Lead on each stage;
3- Asset driven: try to solve that pain
4- Ascension Focused: make people solve problems thru the Funnel
5- Segmentation: the right offer for each Group
6- Multiple channels
7- Multiple avatars
This is perfect timing! I so needed this! Thanks!
Heck of a job! I'm working on applying some of this to our fitness business now (and a previous member of DM Lab). Thanks
Russ and Molly... well done here. I learned a bunch.
Thanks Russ and Molly. Some great takeaways from that.
As I'm listening to this I'm thinking about my two primary avatars - they have a similar problem - but from to very different situations. Busy mom, busy entrepreneur.
What's the work around for creating content and other assets for both these CA's, that makes sense to lead back to your website?
My website doesn't speak to moms at all, but they most definitely are my customer. Saying that, a ton of mommy content on my blog would look/feel off brand and confuse my core readership. I'd love your insight here.
Great talk Russ & Molly, definitely one to watch a few times.
Russ:
What are some bottom of the funnel assets? Other than re-targeting, missed bottom funnel assets.
The way I look at it is what are the decisions made right before a purchase. He mentions price and comparisons at 19:24. Testimonials are another good one to me, to support this person's need to feel like he's making the right decision. Also, give a SOLID guarantee to soothe their fear of looking and feeling foolish. Hope this helps.