Content Can't Move People In-Market

Hey there,

Content can’t move people in-market. So stop thinking about it in terms of the funnel.

Your “Ultimate Guide to XYZ” won’t convince people that they need your product or service to do XYZ.

As a content marketer, your main goal should be to educate your audience and help them achieve their goals.

So stop thinking about Awareness, Consideration, and Decision. And start thinking about your target customer’s day-to-day, pain points, and goals.

Create content that addresses the real questions and concerns your customers have instead of trying to lead them through an imaginary funnel.

And how do you do that? As with most things in marketing, it starts with customer research.

Interview or survey customers, set up focus groups, and use social listening to learn which topics and issues to focus on in your content.

Cheers,

Boris