Before you produce any content, you first need to ask yourself one important question, ‘What do I hope to gain from this?’ In most cases, it’s usually that you want to attract more prospects, which in turn leads to more sales.
Disclaimer time: my background is working in SEO and the primary goal of my content marketing campaigns always was links, links, links; big media placements that encouraged long term ranking in Google, and it didn’t really matter who the primary audience was.
We now live in a world where this type of ‘link building’ is far less effective and has a limited shelf life due to the changes in the Google algorithm. Campaigns need to possess significant marketing value that stretches beyond just the links themselves.
Content marketing needs to shepherd potential customers toward the client’s brand, and start them on a journey through the sales funnel, as shown in the diagram below: