Filling gaps in your content strategy will allow you to connect with more buyers, more often, and ultimately increase the number of leads you generate.
Creating a content strategy involves a lot of manual guesswork. Here is what the process used to look like.
1) Brainstorm content strategy topics specific to three general buying cycle stages for an average buyer:
- Early-stage: not considering or interested in a purchase now, but could one day in the future
- Mid-stage: actively or passively seeking a solution or solve a pain
- Late-stage: seeking content to confirm a purchase decision
2) Inventory existing online content assets. Include websites, blogs, third party video sites, social media, etc.
3) Prioritize new content production based on your current content portfolio and biggest needs as determined via perception
4) Use limited data to package and optimize content for use in inbound marketing campaigns.
This approach is problematic. First, the manual effort required to create content and launch campaigns is too burdensome for most marketing teams. Second, this process leaves many content strategy gaps unaddressed. By identifying content for an "average" buyer, you aren't addressing gaps for specific buyers. Imagine undergoing this exercise for every possible vertical market you serve, multiplied by every geographic region you operate in, every job function a buyer could have, and so forth. The sheer number of content topics and inbound campaigns needed to address all scenarios in a content strategy is mind-boggling.
That's why we created Captora. Captora intelligently identifies campaigns to go after, leverages your existing content, and helps you prioritize your marketing efforts and resources to create content that drives pipeline growth.
Download our ebook to learn more about creating a content strategy.
Download the Content Growth eBook