Internet Marketing Digital_marketing_for_dummies | Page 95
questions before you start writing blog posts or uploading podcasts.
Exploring the prospect’s intent
The key to perfect content marketing is to understand your prospects’ existing intent so that
you can anticipate their future intent and predict which path or paths they will take. In
foreseeing this, you can create the content assets needed to address that intent 24 hours a
day, seven days a week.
Returning to the Freshbooks example, the software company that we refer to earlier in the
chapter, a customer in the evaluation or conversion stage of the funnel might intend to
compare Freshbooks to QuickBooks. The web page shown in Figure 4-7 satisfies that
intent at both the middle and the bottom of the funnel. Freshbooks gives the prospect a
comparison sheet that allows the customer to see the differences between Freshbooks and
its competition, QuickBooks. The company knows that prospective customers want to see
how it stacks up against QuickBooks. Satisfying that intent in the evaluation stage helps
prospects move into the conversion stage.
Source: https://www.freshbooks.com/compare/quickbooks-alternative
FIGURE 4-7: Freshbooks uses a comparison sheet to move a prospect closer to conversion.