Strategy & Planning
Content mapping and content audit
Whether you want to produce a magazine for customers, blogs, video guides, a chat forum, email newsletter, if you want to re-energize your website or you want to boost your social media presence, we will help you to look at your different customer types - and personas - from a demand generation viewpoint.
Key questions for a lead nurturing strategy:
- Identify your customer personas. What are the practical and emotional needs that drive them?
- What questions do your personas ask at the early stage and late stage of the buying process?
- How do you intend to answer these questions?
- In your content audit, what are the good and bad ways that you answer these questions currently?
- What will your optimum content map look like?
- Are there holes in the process with missing content?
- How best to fill these holes?
The power of rich content
Whether a customer is in the early (discovery) stage for your product or the late (affirmation) stage, we research how to reach them with the right information.
Since buyers process rich media faster, they are able to measure the value of your content much quicker. Rich media influences emotions and perspectives in the decision-making process.
- Rich media increases comprehension and retention
- Visual content helps convey value faster and directs attention to information thus increasing recall.
- Rich media affects emotions and perspectives. This leads to a more profound understanding of the message which engages our imagination.
Among senior executives, 59% would rather watch a video than read an article when both were provided.
– Forbes Insights
A healthy marketing mix
Content types used to research
B2B purchasing decisions in 2015:
- White papers: 83%
- Webinars: 75%
- Ebooks: 68%
- Case studies: 67%
- Videos: 63%
- Blog posts: 56%
- Infographics: 52%
— Demand Gen Report 2015 Content Preferences Survey
Talk to us if you want to take a fresh look at your marketing funnel and how content can help.
