When it comes to content marketing, you may be playing this internal guessing game about what content you need to create so buyers start flooding your email inbox with orders.
You have a decision to make:
do you just create what you think they want?
or
do you create what data tells you they want?
If your plan is to go with the data, keep reading. If you chose the other answer keep reading anyway, your bottom line will thank you.
So, how do you create the right content for the right person at the right time?
In order to get the most from the framework, you need to know how to navigate the Buyer's Journey. But we'll get back to that. What you need to understand right now is this: people who see your social posts versus people who check out your emails have varying goals depending on where they are in the Buyer's Journey. Therefore, your content needs to line up with those goals.
You wouldn't show a pricing table to the person who is bored at work and is looking for something to grab their attention. However, you could show them a viral video that somehow relates to your product or brand. Someone who has just signed up to receive your enewsletters isn't at the same stage as the one requesting case studies.
So, having a content marketing framework, like the one in the infographic from Jess3 in this post, is going to be your handy little cheat sheet for creating the right content for your buyer, whatever stage they are in.
Before you start building your content framework, you'll want to make sure you have a firm grasp on the Buyer's Journey we mentioned above. Download our free ebook and get clear on what content you should be creating, and who you should be directing that content too.