#116: Strategic Content Strategy That Makes People Buy with Mariah Macinnes

Strategic Content for Online Businesses

In today's digital landscape, content is king. But simply churning out content isn't enough. To truly leverage the power of content and drive meaningful business results, you need a solid strategic content plan. Strategic content is about creating and distributing valuable, relevant, and consistent content that attracts and engages your target audience, ultimately leading them through your sales funnel and converting them into loyal customers.

Why Is Strategic Content Important?

Let's face it: the internet is saturated with content. To cut through the noise and capture the attention of your ideal audience, you need a content strategy that goes beyond random posting. Strategic content helps you:

• Attract and engage your target audience: By understanding your audience's needs, pain points, and desires, you can create content that resonates with them, builds trust, and positions you as an expert in your field.
• Drive traffic to your website and social media platforms: Well-crafted content optimized for search engines and shared strategically across platforms can significantly boost your visibility and attract potential customers.
• Generate leads and convert them into paying clients: Strategic content nurtures your audience, guides them through the buyer's journey, and ultimately persuades them to invest in your products or services.
• Establish brand authority and build trust: Consistent, high-quality content demonstrates your expertise and builds credibility, making your audience more likely to choose you over your competitors.

The Content Funnel: A Framework for Success

One of the most effective ways to approach strategic content is by applying the content funnel model. Just like a sales funnel, the content funnel guides your audience through a journey, starting with awareness and ending with conversion. Here's how to tailor your content for each stage:

Strategic Content for Top of Funnel: Attract & Engage

At the top of the funnel, your goal is to cast a wide net and capture the attention of a broad audience. This is where you focus on creating content that addresses your audience's top-of-mind concerns and pain points. Think about what they're searching for online and what keeps them up at night.

• Give them what they think they need: Even if you know your audience ultimately needs something more comprehensive, start by providing them with quick wins, valuable tips, or relatable stories that resonate with their perceived needs. This establishes a connection and builds trust.
• Hook them with relatable stories and examples: People connect with narratives. Share real-life experiences, client successes, or even personal anecdotes that highlight your audience's challenges and how you can help them overcome them.
• Focus on engagement over direct sales: While it's okay to subtly hint at your offerings, avoid overtly selling at this stage. Focus on providing value, sparking conversations, and establishing your brand as a helpful resource.

Examples of Top of Funnel Content:

• Social media posts addressing common industry misconceptions
• Blog articles answering frequently asked questions
• Infographics and visuals presenting quick tips and hacks
• Short videos showcasing relatable struggles and offering simple solutions

Strategic Content for Middle of Funnel: Educate and Build Trust

Once you've captured your audience's attention, it's time to nurture them and guide them deeper into your funnel. In the middle of the funnel, your content should focus on educating your audience, showcasing your expertise, and building trust.

• Share your unique perspective and "hill you'll die on": Don't be afraid to take a stand and express your opinions, even if they might be a bit polarizing. This helps you attract the right clients who align with your values and repel those who don't.
• Offer valuable insights and in-depth knowledge: Go beyond surface-level tips and delve deeper into your area of expertise. Share case studies, research findings, or proven strategies that demonstrate your value and authority.
• Utilize storytelling to create an emotional connection: Weave relatable stories and client examples into your content to make your message more impactful and memorable. Stories help your audience understand your process and see themselves achieving similar results.

Examples of Middle of Funnel Content:

• Detailed blog articles and ebooks providing in-depth insights
• Webinars and workshops sharing valuable knowledge and strategies
• Client testimonials and case studies showcasing your impact
• Longer-form videos explaining complex topics in an engaging way

Strategic Content for Bottom of Funnel: Convert and Close

At the bottom of the funnel, your audience is ready to take action. Your content should focus on clearly articulating your offerings, highlighting their benefits, and making it easy for them to convert.

• Showcase your value proposition and differentiation: Clearly communicate what makes you unique and why your audience should choose you over your competitors. Focus on the transformation you offer and the results you deliver.
• Provide social proof and evidence of your success: Share client testimonials, case studies, data-driven results, and other forms of social proof that demonstrate the effectiveness of your products or services.
• Make it easy for them to take the next step: Include clear calls to action, strategically placed links, and streamlined purchasing processes to guide your audience towards conversion. Make the buying process as seamless as possible.

Examples of Bottom of Funnel Content:

• Sales pages and landing pages highlighting your offerings and benefits
• Free consultations and demos showcasing the value of your services
• Email sequences nurturing leads and guiding them towards purchase
• Limited-time offers and promotions creating a sense of urgency

Strategic Content: A Continuous Journey

Creating strategic content isn't a one-time task. It's a continuous process that requires ongoing analysis, optimization, and adaptation. Don't be afraid to experiment with different content formats, measure your results, and adjust your strategy based on what resonates with your audience. By consistently delivering valuable, engaging, and strategic content, you'll build a loyal following, attract high-quality clients, and ultimately achieve sustainable business growth.