Successful content marketing is a moving target. As this article from the Content Marketing Institute points out, you need different content for different classes of viewers. Are they prospective clients/customers or are they existing or past customers. I’ve shared a small portion of the original article here plus a quick Video that may provide some great tips for you.
Recognize that customers and prospects want and need different things
Simply asking what content marketing is effective isn’t sufficient. You must ask it twice – what content is effective for prospects and what content is effective for customers?
A lot of marketers are so focused on making the sale that they forget about retaining their customers (which is a key difference between inbound marketing and content marketing). You simply can’t have the same plan and expect to satisfy both prospects and customers. Buddy explains:
Once they’re your customers, they need different content. I think what you need in an analytics plan is to understand the actual customer. There are fewer of them but they’re more valuable.
I liked the easy-to-understand example Buddy shared. As someone who owns a Honda vehicle, he’s looking for information that will help or improve his Honda experience. That perspective is a lot different than someone who is looking to purchase a car and considering a Honda.
