How to Create Effective Content with High ROI: Pt 1

Blade understands the value of quality digital content. Whether that content is found on a brand’s website, in digital advertising campaigns, or on social media platforms, its importance cannot be overstated. Our commitment to working with our clients to create the quality content they need is ongoing and an essential part of the Blade Creative Branding ecosystem approach.

Content is the key driving factor of any conversion in the digital world. Which is no different from building relationships and having conversations with people you meet in everyday life. Think of content as the phrases that make up a conversation you are having with your audience. It is what you use to progress the conversation further and lead your audience to make the necessary actions to convert, whether that be clicking on a digital ad, viewing a video, subscribing to a newsletter, or purchasing a product or a service. People do not have the same conversations repeatedly, so it is crucial to have content that progresses the conversation as opposed to simply regurgitating the same content over and over.

The nature of each piece of content should differ based on its specific purpose. For example, content that is created with the objective of initiating a conversation to increase awareness for a brand is typically simple, easily digestible, and generates curiosity. While content aiming to nurture a lead needs to be created with the aim of engaging and educating your audience members to keep them interested and encourage them to progress the conversation.

In this article, we’ll discuss how to create engaging and relevant content for each phase of the conversation, and effectively progress the conversation with prospective audiences to drive conversions, ultimately enlisting them into your brands’ community.

First thing’s first, we need to have a basic understanding of what the marketing funnel is, and how content differs when you’re targeting audience members at different stages of the funnel.

The marketing funnel consists of 8 stages of lead generation from awareness to lead nurturing, all the way until a lead converts and becomes a consumer.

The eight stages of the marketing funnel are:
1. Awareness
2. Interest
3. Consideration
4. Intent
5. Evaluation
6. Purchase
7. Retention
8. Ambassadors

Depending on the investment required to purchase your product or service, this process could take days or months. Regardless of this, your audience will go through a similar thought process in each of these phases while making their decision to buy into your brand. We are going to review these 8 stages below and provide examples of effective content for each.

In the first phase of the funnel, you are trying to reach out to prospects and let them know that you offer a product or service that they need. Brands typically utilize display advertising methods to reach out to potential prospects. If a prospect is interested in what you’re offering, then they would click on your creative and be directed to your site. Campaigns that are aimed at increasing awareness can also be referred to as “lead generation campaigns.”

Following the awareness step of the funnel, you need to keep your consumers interested with a series of engaging content. This nurtures your leads further and drives them closer to converting.

In this phase, your prospects will start researching your brand as well as your offering. They want to see what you can offer them that is exclusive and how your offering will benefit them. This phase allows brands to attempt and build relationships with consumers. Examples of this are calls-to-action in which prospects can join a newsletter mailing list. Search marketing on platforms such as Google or Bing are great tools that ensures you are present on search engines when they are looking for you.

Consideration represents the phase in which your prospects are considering converting. At this stage, prospects research and inquire more information about your offerings, and how it can benefit them. It is a good idea to consistently send these consumers personalized content on multiple platforms to lead them onto the next phase of the funnel. Effective content for this phase of the funnel includes user reviews and testimonials.

This is the phase in which a prospect shows that they are going to convert. This stage is when a brand wants to consistently incentivize the prospect to convert, and why the brand’s offering will provide them with something they need. Retargeting campaigns can be a strong tool to remind prospects of offerings that they are interested in.

The evaluation phase represents the final research phase that consumers go through before they convert. This would be the phase in which a potential converter compares your brand’s offering against the offering of your competitor. This is the phase that you need to double down on your efforts to convince consumers that your offering is the best choice for their needs. Utilizing retargeting campaigns with special offers is a strong tool to further incentivize conversions.

This is the conversion phase of the funnel. Most of your marketing efforts have been centered around driving prospects to this step and beyond. The prospects now become consumers, and with great experience with your brand, you can carry them to the retention phase.

This phase of the funnel represents consumers who have progressed through your funnel and have now become loyal consumers of your brand. These consumes are the ones that reside in your brand community, regularly engaging with the brand and making repeat purchases of your product or service. Through continued engagement with your brand community, you can empower brand community members to become brand ambassadors.

The brand ambassadors in your community are the members that have enjoyed your offering, and are more than willing to tell everyone they know about. These ambassadors spread the word about your brand every chance they get. This helps you lead more prospects into your marketing funnel.

Now that we have a good idea of how audiences behave at different levels of the marketing funnel you can devise a strategy on how to build effective content that will drive a higher ROI.

Stay tuned to see our next blog post in which we will discuss the different types of content for digital media as well as some examples from Blade’s portfolio that convey how different types of content achieve different objectives.