‘The path to one-to-one content marketing’ – Marketing Land
Jose Cebrian says, “If you’re familiar with my column, you know I have generally been focused on direct response, bottom-of-the-funnel (email) marketing that drives the consumer to action. That’s changing (a little).
These last-click-attribution type marketing tactics are fun and easy because they are predictable. We know who we are targeting (e.g., email, SMS, addressable display/social), or we know what they are looking for (e.g., search). In recent years, we have made strides in top-of-the-funnel display and other media, which helps improve engagement during the consideration phase of the life cycle.
Still, we need to get better at developing content that moves people through the funnel. While often considered the purview of B2B marketing, the same principles apply to B2C marketing.
If we think about luxury goods or insurance, there has to be more than just driving a single transaction. We have to create content to build the brand, inform the purchase, and, when ready, facilitate a transaction. That requires knowledge, a lot of content and a plan on how to use that content”.
Comments are closed.
