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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?”
- Even on top funnel content
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Develop specific landing pages for key conversion terms
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Develop more videos for search, specifically on YouTube first, and then TikTok for search where it makes sense
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Paid: Spend on SEM & Retargeting on LI/FB/IG/Twitter/TikTok (where there’s channel strength)
Demand Generation
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Content:
- Audience analysis, jobs to be done, perceptions, trends
- Strong point of view (thought leadership) & How to use the product
- Create research and surveys that suits the ICP and agitates their pain points
- Social: Redistribute content (blog, video) on major channels
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Paid:
- Spend on social channels to boost content & create new opportunities in the funnel