Today, marketers are tasked with the challenge of creating content that not only captures attention but also drives conversions. Our new series, In the Marketer’s Toolbox, aims to provide marketers with the strategies they need to navigate these challenges.
In our first episode, Yawa Degboe, Vimeo’s Demand Generation Director, chats with Ross Simmonds, founder of Foundation Marketing and author of "Create Once, Distribute Forever."
Here’s a recap of the topics they dig into:
A solid content marketing strategy is a must
According to Ross, a robust content marketing strategy extends beyond simply writing blog posts and maintaining a content calendar. It involves a holistic approach grounded in comprehensive research. This includes understanding the search terms your audience uses, the social media platforms they frequent, and the content formats they engage with.
“The foundation of a holistic content strategy is essentially rooted in those four ideas: research, creation, distribution, and organization. And if you can do that, you’ll have a solid strategy.”
How to build an ideal customer profile
To create content that truly connects, marketers must have a deep understanding of their ideal customer profile (ICP). Ross walks us through how Foundation Marketing approaches this by identifying the channels where their ICP spends time and analyzing the type of content that garners the most engagement.
Navigating the buyer's journey with content
Recognizing that demand generation is a spectrum, Ross and Yawa talk about the importance of creating content that caters to different stages of the buyer's journey. Content near the bottom of the funnel should have clear conversion points aligned with business goals, such as signing up for a demo. Middle-of-the-funnel content might encourage downloading case studies or feature-specific resources. Top-of-the-funnel content could focus on capturing leads through newsletter sign-ups.
The art of repurposing content
Ross is a big advocate for a proactive approach to content repurposing: Instead of creating content and letting it fade into obscurity, marketers should plan for distribution across various channels, including newsletters, social media, and partnerships.
AI tools can significantly streamline this process by assisting with scriptwriting, translation, and content generation. But don’t forget the importance of maintaining a human touch to ensure content authenticity and relevance.
Harnessing the power of video
In the realm of content marketing, video stands out as a powerful medium for building emotional connections with audiences. Ross encourages marketers to create captivating video content by starting with attention-grabbing introductions and delivering substantial value. He introduces the concept of the "Four Es" — educate, engage, entertain, and empower — as guiding principles for creating impactful videos.
Tapping into brand voice and authenticity
Maintaining a consistent brand voice and tone is crucial for establishing brand identity and fostering audience trust. Ross shares how Foundation Marketing has cultivated its unique tone of voice, emphasizing the importance of authenticity and staying true to brand values.
Don’t miss all the details we cover in this episode — catch the full webinar for all the insights on sharpening your content strategy and distribution.
