There are two essential components to a successful marketing strategy that must work together in order to build the largest and most receptive possible audience. Many marketers focus exclusively on demand marketing and don’t put as much emphasis on brand marketing.
But, with limited budgets and resources, marketers often find balancing these two objectives to be a challenge. How, then, can a marketing team give due diligence to both of these pillars in order to build a full-funnel content marketing strategy?
Fortunately, LinkedIn Marketing Labs, a series of free, fully interactive courses from LinkedIn, has you covered. The “Building a Full-Funnel Content Marketing Strategy on LinkedIn” course walks you through all the steps you need to develop and distribute your content throughout the funnel in order to reach the right people at the right time.
Let’s take a look at some of the most interesting lessons you can learn in the course.
1. Seek Balance
If you’re only focusing on driving demand, it’s a sure bet that you may be missing out on a huge component of the audience journey. After all, if your audience doesn’t know about your brand, they are less likely to convert. By putting emphasis on both demand and brand marketing, you’ll ensure your content marketing efforts meet the needs of your target audiences throughout their buying journey.
2. Get Into Your Audience’s Mindset
The right mindset, of course, is the mindset of your customers. You want to develop content that addresses your audience’s challenges and pain points. Here’s a tip: Balance the use of rational and emotional content. Relate to your audience early in their journey by using emotional content and adjust to more rational content as they move into the later, lower funnel stages.
3. Leverage Existing Content
Many marketers think that in order to be successful with content, there needs to be an ever-turning engine of net new content development. However, there are many benefits to leveraging existing content. Identify content that has performed well in the past and update it to be relevant for your audiences today. Create new formats like, videos, stories or infographics, which can all be adapted from written content. Repurposing, reusing and recycling content can be an ultimate resource-saver.
4. Get Creative
When building your creative for LinkedIn, you want to focus on four key areas: Imagery, Copy, Content Mix and Testing. The more compelling your creative is, the more engagement you’ll get. The course walks you through all four of these elements, giving you best practices for how to incorporate them into your campaign.
With these tips and lessons, you’ll be well equipped to develop and implement a full-funnel content strategy!
Start Filling Your Funnel
Now that you’ve heard our four tips, take the full LinkedIn Marketing Labs course, to build out your full-funnel marketing strategy. The LinkedIn courses are designed to be about 45 minutes long, but you can walk through them at your own pace, choosing the right lessons for you whenever you’re ready for them.
The next step, then, would be to implement these strategies into your own marketing department. With the knowledge and tips you’ve gleaned from the course, you should be well equipped to develop a content strategy that will help you target the right audience and deliver them the right message. That way, you can use your resources efficiently, get the word out about your company, and get the most out of your marketing budget.