Content Marketing & SEO approach

Demand Capture

• Organic search content:

  • Utilize mid and bottom-funnel posts for conversions (competitors, lists, alternatives, templates, how-to guides)
  • Use top-funnel to drive internal links to mid & bottom-funnel pages
  • Always ask & answer: “How does our product help with this?”

• Think about the JTBD and then build out each cluster

  • Internal link into clusters

• Optimize your top-performing pages to match the SERP

• Develop specific landing pages for key conversion terms

• Create compelling lead magnets (research and tools) to grow a newsletter list, nurture through regular communication

• Use more videos for search, specifically on YouTube first, and then TikTok for search where it makes sense

• Paid: Spend on SEM & Retargeting on LI/FB/IG/Twitter/TikTok (where there’s channel strength)

  Demand Generation

• Content:

  • Audience analysis, jobs to be done, perceptions, trends
  • Strong point of view (thought leadership) & how-to-use product
  • Create research and surveys that suits the ICP and agitates their pain points
  • Social: Redistribute content (blog, video) on major channels

• Paid:

  • Spend on social channels to boost content & create new opportunities in the funnel

Nurture / Retention:

• Work with sales on enablement/support content
• Email newsletter: product updates + re-use thought leadership + create supporting videos when appropriate

SEO & Content Marketing Philosophy

Analyze & Build Middle Funnel First

• Active buyers, but not product aware
• May not know all the features, they are willing to try something new
• Works well with solid product market fit & freemium/product led growth
• Larger volume than bottom-funnel pages that will help you test results faster