Mapping Content to Conversion: a Winning Strategy
Brands today are creating content that’s tailored to the position of a buyer in his or her journey toward a purchase or conversion. Such content, which focuses on consumers’ varied needs and concerns as they progress through the “buyer’s journey,” is the product of a new content marketing strategy that looks a lot like a conversion strategy, according to Conductor’s Director of Research Nathan Safran.
In an editorial for Marketing Land, Safran notes that 87 percent of major brands either currently have content that speaks to every stage of the buyer’s journey or plan to have this custom content online within the next six months. Brands can wield such situation-specific content as a sales tool that brings consumers deeper into the sales funnel—and, hopefully, leads them to transactions.
“At Conductor . . . we are in the final stages of a study that takes a broad look at how the changes in digital—consumers’ ability to interact with brands on their own terms, the brands’ content imperative, etc.—are impacting the modern marketing organization,” Safran writes. “Most importantly, we’re focusing on what marketers need to know to adapt.”
The most crucial piece of information, Safran explains, is that targeted content will eventually become the standard for all content marketers. Content has already proven itself to be a useful inbound sales tool, but a sophisticated content marketing strategy can go much deeper in its involvement of sales and conversions.
Targeted content can also help brands track buyers’ progression through their journeys—a characteristic most executives will love. Safran notes that 92 percent of executives consider the ability to track this activity to be “important” or “very important.”
Some brands have already found success in integrating the customer path to purchase with other elements of the customer experience, such as branded content. When online travel site TripIt rewarded customers with a trial offer of the site’s premium version—a gift bestowed on each customer’s one-year anniversary—the company enjoyed a massive 900 percent increase in adoption, according to Ernan Ronan for Business2Community. TripIt’s director of marketing told Business2Community that the campaign results came because of a focus on the buyer’s journey as a “continuous experience” that “integrated the buying journey into the fully rounded customer experience.”
Creating targeted content requires first acquiring a deep understanding of consumers’ path to purchase. This includes not only the types of customers being targeted, but also the roadblocks and other obstacles that may derail a potential conversion. Targeted content can also speak to the unique motivations that consumers may have in seeking a conversion in the first place, and use these motivations to overcome potential challenges.
With tailored content by their sides, those customers can enjoy a comprehensive branded experience that guides them through the sales funnel to successful conversions. It sounds innovative now, but it won’t be long before targeted content is the digital norm.