Content marketing has been proven to be the most effective marketing tactic for technology companies — and it’s no secret why.
It’s invited communication. Other forms of advertising seek to interrupt the recipients' experience. Content marketing creates moments of discovery that build relationships, establish rapport, and offer assistance. That is why it works so well in the process of lead generation. Meaningful content drives engagement and engagement produces sales opportunities.
The Content Marketing Matrix (developed by Smart Insights) helps you visualize and map the most effective types of content for each stage of the sales funnel.
For example, a prospects’ first introduction to your company might be a branded video in the Entertain quadrant. This type of content introduces potential customers to your offering at the beginning of the buyer journey. When that same prospect moves across the axis from Awareness to Purchase, they become more Rational and less Emotional. You should be ready to provide them with content that speaks to those needs. Case studies, demo videos, and data sheets fall in the Convince quadrant because they provide the information necessary to make a decision.
Use The Content Marketing Matrix to help align your business goals with effective tactics that will forge an engaging, informative path to guide your prospects to the point of purchase.