The Right Content, in the Right Place, at the Right Time
Your content strategy is directly tied to the customer sales cycle. Assessing content by the sales stage sets the foundation for improving sales. Content type used at each of the sales stages is also highly dependent on whether your company is B2C or B2B. For example, in the awareness stage for a wilderness outfitter store, they might make extensive use of Instagram by posting beautiful outdoor scenes. But an IT Networking Services firm, it makes more sense to write blog posts and then leverage LinkedIn.
You’re meeting your customers where they are.
Some content overlaps stages. And, you can reuse content to create different formats. (Your blog post can make a good infographic.) Having different content formats allows you to successfully attract various types of buyers.
Content Matched to Buying Stage
Content Strategy Gap Analysis
Understanding where your content is strong and where it can be improved is the next step to better customer engagement. A portion of this this gap analysis involves an analysis of your site’s SEO. Keystone assesses your current SEO efforts and documents baseline keyword search engine results page (SERP) status.
Goal: Making Your Content Strategy Work for You
After you have your website optimized for a better conversion rate, it’s time to turn your focus to creating and distributing valuable, relevant, and consistent content. This will attract (and retain) a clearly targeted audience — and – ultimately, drive profitable customer actions.
There is a clear correlation between good quality content and strong search engine results ranking. A strong content strategy allows companies to build a highly targeted AND qualified audience.
To get started on strengthening your content strategy, send Keystone a message or call at 734.997.3000.