In previous articles, we’ve discussed building a Hero profile, mapping your Hero’s journey with content strategy, and narrating their story with a consistent brand voice. The next step in building your marketing campaign is to determine the right content mix. But how do we define the right content and choose the best topics for our content strategy?
Your content is correct when:- It reaches the right Hero,
- With the right message targeting their desired outcome,
- On the right platform,
- With the right media.
This checklist is simple—unless you’re unsure which media to use on specific platforms to reach your Hero with their desired outcome. Like many of our strategy tips, looking at the end is how you build the foundation.
What Is a Content Mix?
A content mix refers to the combination of various content types and topics used to achieve different marketing goals. Examples include blog posts, videos, infographics, and webinars. By diversifying your content, you can effectively reach and engage your audience across platforms.
Understanding Your Audience and Crafting the Right Content Mix
The metaphor of storytelling in marketing continues in content. Just like an author would build the backstory of a fictional character, marketers stand a better chance at developing the right content at the right time for the right prospect if they put in the work to better understand their target audience.
To summarize, you can get a strong understanding of your target audience by studying and surveying your existing clients who are raving fans of your business, identifying the desired outcome your business provides that sets you apart from your competitors, and using social listening and analytics of your existing platforms to get an idea of your audience’s feelings, concerns, and habits.
Choosing the Right Topic for Your Content Strategy & Goals
The goals you set for your campaign are the biggest indicator of what your content mix should look like. If lead nurturing is the goal of your campaign, posting images on Instagram will not assist you in achieving this goal. Social media does not target individuals with specific messaging, but a broad audience with an impersonal message. Instead, personalize email drip campaigns based on previously engaged content topics to help you achieve this purpose.
Choosing the right type of content is key to reaching success. In a previous post, we outlined creating the right goals for your content strategy. Next, consider your marketing goals to determine which types of media support your overall business model.
1. Brand Awareness
To elevate your brand’s visibility and make a lasting impression on your target audience, focus on creating videos, social media posts, and infographics. These formats are highly shareable and can quickly spread across platforms, reaching a broader audience. Videos, in particular, allow you to tell your brand’s story dynamically, while infographics distill complex information into easy-to-digest visuals.
2. Lead Generation
To generate quality leads, offer a piece of key information based on your Hero and their desired outcome in exchange for their contact information. E-books, webinars, guides, and whitepapers are ideal for this purpose. These in-depth resources show your expertise and encourage potential customers to engage with your brand, providing you with valuable leads to nurture.
3. Customer Engagement
Engagement is all about interaction, and nothing facilitates this better than social media live streams, stories, and user-generated content (UGC). Live streams and stories offer real-time interaction, making your audience feel more connected to your brand. Encouraging UGC allows your customers to become a part of your brand’s narrative, further deepening their engagement.
4. SEO and Website Traffic
To improve your search engine rankings and drive more traffic to your website, focus on blog posts, infographics, and videos. Optimized blog posts with relevant keywords can help you rank higher on search engines, while videos and infographics will increase engagement and time spent on your site, both of which are crucial for SEO.
5. Brand Authority
Establishing your brand as a thought leader requires educational and informative content. Show your Hero you are infinitely helpful by providing transparent information about your industry and what to expect when working with a company like yours. Blog posts, podcasts, and whitepapers establish you as a brand authority. By consistently publishing insightful and well-researched content, you position your narrator as an expert in your industry, building trust with your audience and staying top-of-mind when they are ready to purchase.
6. Lead Nurturing
After generating leads, the next step is nurturing them through the sales funnel. Emails, newsletters, and case studies help to maintain ongoing communication with leads, providing them with the insights they need to make informed decisions. This type of content helps to guide prospects toward the desired outcome your company provides.
7. Sales and Conversions
To drive conversions, use content directly addressing potential customers’ pain points and showcase your solution as your Hero’s desired outcome. Product demos, case studies, and testimonials are powerful tools in convincing your Hero to follow your narrator on their journey to their ultimate goal with minimal risk. Usually occurring later in the Hero’s journey, demonstrate your track record of success to encourage sales and conversions.
8. Customer Retention and Loyalty
Maintaining a strong relationship with your existing customers is crucial for long-term success. Emails, newsletters, and social media posts provide valuable updates, exclusive offers, and loyalty programs to keep your customers engaged and faithful to your brand. Upselling additional products and services enriches your existing relationships. Don’t abandon your Hero after the adventure is over; stick around as their mentor and friend in the industry. This is the position your brand must take with your customers for continued success.
9. Building Community
Building a community around your brand fosters a sense of belonging among your customers and fans. User-generated content (UGC), social media groups, and forums are excellent for creating spaces where your audience can connect with each other and with your business. While some companies thrive on community, think of vehicle brands like Corvette and their close-knit clubs, it does not always make sense for companies to build a community of clients. In healthcare, attempting to do so could violate laws.
10. Event Promotion
If you’re looking to generate buzz around an event, whether online or offline, social media posts, videos, and webinars are your go-to content types. These formats can effectively build anticipation, encourage participation, and drive attendance. Taking this further, you can use events to raise awareness about and promote your business. Hosting panel discussions about topics important in your community is just another way to show your subject matter experts as trusted authorities in your industry.
11. Crisis Management
In times of crisis, clear communication is the key to maintaining trust. Blog posts, social media posts, and press releases should address issues directly, keeping your audience informed and reassured while protecting your brand’s reputation.
Deciding What Kind of Content to Use for Different Marketing
| Marketing Business Goal | Type of Content | Explanation |
| Brand Awareness | Videos, Social Media Posts, Infographics | Engaging and shareable content to increase visibility and recognition of the brand. |
| Lead Generation | E-books, Webinars, Whitepapers | In-depth content to offer value in exchange for contact information, helping to generate quality leads. |
| Customer Engagement | Social Media Live Streams, Social Media Stories, User-Generated Content (UGC) | Interactive and participatory content to encourage customers to interact directly with the brand. |
| SEO and Website Traffic | Blog Posts, Infographics, Videos | Content optimized for search engines to drive organic traffic to the website. |
| Brand Authority | Blog Posts, Podcasts, Whitepapers | Educational and informative content to position the brand as a thought leader in its industry. |
| Lead Nurturing | Emails/Newsletters, Webinars, Case Studies | Content to maintain ongoing communication with leads, helping to guide them through the sales funnel. |
| Sales/Conversions | Product Demos, Case Studies, Testimonials | Content focused on convincing potential customers to make a purchase or take a desired action. |
| Customer Retention/Loyalty | Emails/Newsletters, Social Media Posts, Loyalty Programs | Content aimed at maintaining and strengthening the relationship with existing customers. |
| Community Building | User-Generated Content (UGC), Social Media Group, Forums | Content to foster a sense of belonging and engagement among customers and fans. |
| Event Promotion | Social Media Posts, Videos, Webinars | Content to build anticipation and drive attendance for both online and offline events. |
| Crisis Management | Blog Posts, Social Media Posts, Press Releases | Content to address issues directly and communicate with transparency to protect brand reputation. |
Balancing Your Content Mix
Once you marry your campaign goals to the appropriate content and have determined which of your platforms performs best for your chosen media type, you must map out the quantity and frequency of media release, and your measures for success.
Referring to your research, review which platforms you will use to achieve your specific business goal. Which type of media content performs best on these platforms? Once you’ve figured out what and where, map a schedule. Many platforms offer free access to scheduling the release of content like blogs, videos, and social posts, but maintaining a master calendar of all platforms, like email, socials, blog post, news articles, and YouTube videos will help you stay organized and ensure maximum exposure. HubSpot can provide you with a robust dashboard to accomplish this. Otherwise, identify your most organized and detail-oriented team member to spearhead this content delivery plan.
REMEMBER: Sharing the same message and media on every platform will not yield the desired engagement. It is important to know your Hero, where they go to search for your products and services, and how they interact on the platform in order to tailor your media and content for maximum results.
Evaluate and Adjust
After your scheduled media begins its strategic drip across platforms, plan regular intervals to review results and adjust content when you determine something is or isn’t working.
Creating Your Content Mix: Put the Plan into Action
You must choose the delivery of your brand’s message with the right content mix. Establish what you will publish and where to deliver your campaigns by:
- Understanding your audience: who they are, where they go to find your business, and their habits on their chosen platform.
- Set marketing goals that align with your business goals, and campaign goals with your marketing goals.
- Align your content type with your campaign goals.
- Determine what and where and build a high-level content delivery calendar.
- Ensure your messaging is unique to each platform and based on your Hero’s journey.
- Measure, evaluate, and adjust when needed.
Building out a content plan across multiple platforms simultaneously can seem daunting for a small team or a business owner doing it all. Partnering with a marketing agency who takes the time to understand your company brand and Heroes could be the bridge to accessing new clients.
Walk With PIC to better engagement by taking the guesswork out of marketing strategies. If you’re looking to augment your existing marketing department or are a business owner wearing far too many hats, let PIC find your audience and lead them to your business. Contact us today and let us bring your marketing in line with your company goals.
