Internet Marketing Digital_marketing_for_dummies | Page 100

different content to move him through the awareness, evaluation, and conversion stages.
You therefore need to determine which existing content to use or what new content to
create to move the avatar through the top, middle, and bottom of the funnel.
For example, a wealth management firm attempting to sell financial planning should
approach a young professional much differently than a near retiree. Some content will
appeal to both, but the most effective content will speak directly to a specific avatar.
Step 2: Brainstorming content assets
Use what you know about your customer avatar to create descriptions for content that you
can create to reach that persona.
Plan to create content at all three stages of the marketing funnel: awareness,
evaluation, and conversion. In the wealth management firm example, what content
could the firm produce at the top of the funnel to increase awareness for the young
professional avatar? What could it produce to move the retiree avatar through the
conversion stage?
Step 3: Choosing the vehicle and channel
The vehicle of the content refers to the form the content will take. Will it be text, an image,
a video, or an audio asset? The channel refers to where the asset will be published — such
as your blog, a Facebook page, or a YouTube channel.
The vehicle can sometimes determine the channel, and vice versa. For example, a video
asset often gets published on YouTube, Facebook, and your blog, whereas an image asset
is more likely to be on Pinterest.
Step 4: Planning for ascension
In the final step of the Content Campaign Plan, you connect your content to your business
goals. Build offers into each piece of content that allow prospects to get more value, either
by consuming more content, giving you their contact information for follow-up, or
buying a product or service.
Any call to action is better than none at all, but the highest-converting ascension
offers are relevant to the content the prospect is consuming. For example, a blog post
entitled “10 Ways to Grow More Nutritious Organic Tomatoes” would do well to
make an offer like “50% Off and Free Shipping on Organic Tomato Seeds” rather
than an offer for carrot seeds.
If you want to create content that converts prospects at all stages of the funnel, create a