⚡️Cracking the code of GTM Bloat 🐡 @ Copy.ai | On a mission to find the best Moscow Mule | Em dash enthusiast
Content marketing hot tip 🔥 While competitors are playing copy-cat with content and chasing keywords, you could be creating a conversion-based content strategy — but how? 👇 Look at what your customers AREN'T doing 👀 • What knowledge gaps do they have that you can you fill? • What questions aren't they answering for customers? • What common pain points are they ignoring? • How and when do they gate content, and when can you ungate yours? Make your audience the center of your community (so you can keep building it) 👏 • When you know what matters to your audiences, you can deliver more value to them through targeted, purposeful content • Gather insights, data, and feedback from your audience, and use it to power your next piece of content • Content that's well-received will inform future content, helping you deliver consistent, never-ending value Reverse-engineer how you bring people to your content 💡 • Look at the content that's performed the best for you and build on it (ex. pillar pages) • Dive into the top traffic sources for your content and create content that meets people in those places (ex. newsletters that have driven tons of traffic) • Don't chase keywords, but intent—how people search, why they search, etc—and share content that targets the intent (not just a popular keyword) Approach content with a full-funnel mindset 🤯 Most of your content will be TOFU, but you need to help people swim down-stream 🐟 • Always be able to answer the "What's next?" question from a piece of content • Factor in stages or levels of awareness your audience has around your brand, your offering, and your expertise • Don't assume that someone landing on your TOFU content is clueless—but assume you can always offer more value • Stop leaning on blogs and eBooks alone—think about email marketing, newsletters, online communities, and other ways you can deliver value to nurture an audience Stop pushing for demos 🛑 People who land on high-intent pages will take an action if they're ready—just like people who land on TOFU content will consume more content if they find value ✨ • Save demo CTAs for high-intent pages where people are, at the least, solution-aware • Content landing pages (like gated assets) should be about the user, not about you—make it clear what's in it for them if they download your content Try different CTAs for different stages of the funnel 👇 • TOFU content—direct people to follow you or an SME on LinkedIn or Twitter, or invite them to join your community (Slack group, newsletter etc) • MOFU content—offer exclusive access (like exclusive email groups, webinars, or "bonus" content) • BOFU content—invite people to demo days, events, live sessions, etc. This is how you start leveraging content as a conversion play, and not just an SEO or site-traffic tactic 🔥 It's also how you provide consistent value to the people who matter most—your customers ✨ #contentmarketing / #contentmarketingtips / #contentmarketingstrategy
Yes!! 👏 Fill the knowledge gap. And hopefully, fill that gap with something that's unique about your company/product (even if it's not stated directly in the content, but leads people to associate your company/product as a solution). Because there's also a good chance that competitors aren't addressing those gaps for a reason - they likely don't fill that particular need.
this is great, thank you!