How to build a full funnel strategy by designing content that works
Doing Content Marketing effectively means working in a strategic and integrated way on the marketing funnel in terms of targeting, content and messages.
According to a recent research by McKinsey* such an approach can trigger a virtuous circle and lead up to 15-20% greater effectiveness in the implementation of your online (and offline) marketing and communication campaigns, as well as better organizational synergy and in the orchestration of lower-, mid- and upper-funnel investments.
In our experience, the starting point of a Content Strategy that works is a detailed mapping of the brand personas combined with an accurate analysis of the existing and missing contents and the key messages relevant to each of them in the different phases of the funnel.
But let’s start from the beginning.
WHO ARE THE BRAND PERSONAS?
We can define them as identikits of ideal customers, which represent the needs, behaviors, motivations, interests and aspirations of real users.
WHY IS IT IMPORTANT TO IDENTIFY THEM?
Defining our personas accurately helps us to:
In practice: media planning, the development of content and editorial plans, the creation of new features, the creation of value-added services guided by the analysis of the brand personas help us to optimize our efforts and maximize the return on investment.
HOW CAN I IDENTIFY THEM?
In defining the personas, any information that may be useful for the reconstruction of one’s ideal client is taken into account, in particular:
WHAT DATA CAN I USE?
Personas are defined on the basis of information collected from various sources:
The more specific the information you get, the more you can delineate the personas in detail.
Our experience tells us that there are at least 3 best practices to follow to create an accurate mapping of brand personas:
Accurately identifying your brand personas is the first step in creating an effective full funnel marketing strategy as it allows you to define audiences for your campaigns more effectively.
BUT HOW DOES IT WORK IN PRACTICE? WHAT IS THE PROCESS TO FOLLOW?
Here is our 7 step guide:
According to our experience in the field, proven by a recent research by Meta *, using wider advertising audiences, starting from a strategic mapping of the brand personas, allows to achieve an average improvement of 44% in brand recall and a 31% more of users who declare their intention to purchase with the same budget.
Want to know more?
Contact us to learn more about this topic or to share your feedback 😊
* source: McKinsey, “Why every business needs a full-funnel marketing strategy”
** source: Meta, “Why broader audiences matter in an auction-based system”
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