If you are doing content marketing consistently, don't pat yourself on the back just yet. Make sure you're not missing these 4 key elements.
 
Download content editorial planner: 2017 Content Editorial Calendar
 
Read more about ToFu, MoFu, and BoFu, see our recent article on the marketing funnel.
 
If you're ready for more leads in your marketing funnel, check out our tips here:
 

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Transcript

What do you know, or think you know, about content marketing? Hi, I'm John Durso, President
of Crosshatch Creative and this is Be Bold, Be Smart, all about inbound marketing
for consulting firms.

Basically, content marketing is putting out content, that's video, text, images, that builds traffic, builds trust and ultimately builds more business. Now, content marketing is effective in general and it's specifically useful for consulting firms. It allows you to build trust, to show off your expertise and really build a rapport with a large number of prospects before you even meet them.

However, like most things in marketing, if you just jump into content marketing, you're likely to be missing a few things and so, today, we're gonna talk about the four things that most consulting firms are missing in their content marketing.

Number one is an overall content strategy. Most consulting firms we see just go straight to blogging. Yeah, blogging can be part of an effective strategy, but it's just a part and it really needs more than that. You have to tie each piece of your content together to create an overall and turning them into warm leads.

That leads us to number two, which is forgetting about the content on your website. Most companies focus on the content that they're putting out there, so that could be a blog, that could be on social media or anything else, other kinds of ads or anything that they're putting out and, yes, those are important, but, of course, the purpose of those is to drive traffic back to the website where the real action happens.

And so, if you're forgetting about the content on your website and how that plays into the whole funnel, then you're really missing out on a huge chunk and the reason that this happens is that most companies develop their website first and all of the copy is written, the website is launched and they say, "Great, now we're gonna go market this," and so, there's a natural disconnect. That's why we recommend doing your content strategy before the website or concurrent with the website, so that it makes sure that everything is grouped together and is a coherent whole.

So, to get more specific with that, we're gonna go to the third thing, which is T.O.F.U., M.O.F.U., and B.O.F.U., that's top of the funnel, middle of the funnel and bottom of the funnel. Now, you can read more about the marketing funnel in a link that I've included to an article that we've written, but, for now, just know are at different stages that your prospects of getting to know you.

Some have just heard about you, some are digging in a little bit more and are kind of curious and some need your services and they're looking for reasons to work with you or not. And, each of these different stages requires different types of content, so you need to make sure that you're serving your prospects that way.

Now, lastly, number four actually doesn't have to do with any particular piece of content, but it involves monitoring your content and its effectiveness and the way that users are engaging with it.

First, if you want to improve something, you have to measure it, and so that's part of this, and then, second, this allows you to see who is a hot prospect, who may be a hot lead, because you can see how much they're interacting with your content and actually reach out to them. Many companies miss this and just wait for people to reach out and fill out a contact form, but if they're really interested and curious, sometimes all that takes
is picking up the phone and now you've got a new prospect.

So, what I want you to do, this week, is take a look at your content strategy. We've actually created a worksheet for you to go through and create a map of your content, what you have now and what you'll need to fill that in, so go ahead and do that.

If you have any questions, let us know.

Thank you, and I'll see you next week.