Content marketing is a growth loop where content is produced either by the company, partner or supplies and by the user.
Always start with the bottom of the funnel keywords - i.e. target people who are looking for a solution right here and now.
What Is Easy To Get Wrong
Outsourcing Content
You can only start thinking about outsourcing content after you've become a scale-up.
Doing Branding
In B2B and enterprise you sometimes need to create trust. However, do that through case studies not general thought leadership articles if possible.
Not Building An Email List
Ideally you'd get people to sign up. But the second best scenario is to at least get them to sign up to your newsletter. Not liking your page or following you somewhere but subscribing to your newsletter. The difference is that you own your newsletter list, you don't own your Facebook Page followers and you will have to pay to even send a message there.
Risk vs Investment Model
Customer Awareness Stages
In general, divide your potential customers and content into four groups (as per Susan Su):
- Unaware - just over a hundred years ago almost no one brushed their teeth
- Problem-aware - people became aware that poor dental hygiene caused teeth rotting
- Solution-aware - people became aware that tooth brushing helps with dental hygiene
- Product-aware - people became aware of different toothpaste brands.
In most cases, it makes the most sense to start with the people who are aware of at least solutions. There might be some exceptions where the market is super crowded and expensive but no one is targeting yet the unaware people.
