How to create a content marketing campaign that will drive sales every quarter
Content is important, but it’s not always the best way to increase sales. Content campaigns can be a great tool to engage your audience and build brand awareness. They also drive sales.
This article will teach you how to create an effective 90-day campaign to drive sales, increase customer satisfaction, and move prospects more efficiently through the customer journey. Let’s get started!
Six Levels of Customer Sensitivity
As prospects progress through the customer journey, they become more aware of your brand.
Eugene Schwartz, a marketer, and writer who wrote Breakthrough Adverting in 1966, identified five levels of customer awareness. Digital marketing has changed significantly since then. This led DigitalMarketer to introduce a new sixth level of awareness for customers.
We’ll first walk you through the different levels of customer awareness, and then we will create a campaign of content that helps prospects move through these levels. This will increase the efficiency and speed of your customer journey.
Unaware Stage
In the unaware stage, customers are unaware of the problem and do not perceive a need for a resolution. We need to stop scrolling to keep the prospect’s interest. Entertainment is the best way to achieve this.
Many types of entertainment content can be used to entertain the unaware audience.
Shock and Awe
Amazing Demos
Data/Research
Examples:
Dollar Shave Club Commercial
Chatbooks Commercial
Will it Blend the Demo
Thinkific Thirteen Membership Site Examples that Will Inspire You
125 Books That Every Marketer Must Read
While you browse social media or the internet, pay attention to the ads and content that grab your attention.
Problem-Aware stage
The customers in the Problem-Aware Stage are aware of their problem but don’t yet know if there is a solution. As they look for a solution, they are looking for hope.
Many types of content can be used to encourage the audience at this stage.
Question and Answer (Q&A).
How-Tos
Brand Case Study
Success Stories
Examples:
HubSpot Create a Sales plan: Template + examples
Career Stories with Jo Gaines: Area Vice President Sales
HubSpot Dentally Case Study
ParkHub Case Studies
Article on Wild Audience How to Replicate Tony Robbins Million Dollar Coaching Sales Funnel
Use AI tools to identify customers’ questions about your industry or niche.
Solution-Aware stage
In the Solution-Aware Stage, customers research their options and compare them. They require clarity to choose the right option.
Clarifying content types for the solution-aware phase:
Demos
Tricks and Hacks
Compare the two.
Examples:
Dr. Squatch Demo
Compare Thinkific and Kajabi
L’Oreal How to Highlight Trick
Tony Robins Event Demo
Tip: Research your competitors to find out what exactly your customers are comparing you with so that you can address any concerns they may have.
Offer Aware Stage
The Offer Aware stage is when customers are ready to decide but want confirmation that their choice will deliver the desired outcome. You need to assure them that you’re the best choice.
Several types of content can be used to ensure the quality of an offer.
Testimonials
Social Proof
Behind-The-Scenes
Examples:
Romeo Athletics Nina’s Story
Golf Galaxy Testimonial
Mel Robbins Story of Public Speaking
Amazon Web Services
Shopify Annual Review
Ask your existing customers their main objections before purchasing, and then create content to overcome those objections.
The Most Aware Stage
The customers in the most aware stage know that you are their best solution, but they still need to be motivated to purchase now rather than wait for a better opportunity. Novelty is the best way to motivate people.
Types of the content novel for the stage with the highest level of awareness:
Scarcity & Urgency
Features Release
Product Launch
Sale Promotion Bonus
Examples:
DigitalMarketer Launches New Ecommerce Certification
New Releases on Netflix
Peleton Promotion
Graham Cochrane – New feature on Kajabi
You can create urgency in your customers by offering limited-time deals and bonus stacking.
Disengaged Stage
In the Disengaged Stage, customers must be reminded why they are important to them and their relationship with your brand. You need to romance them so that they feel a sense of warmth and comfort beyond what you’re selling.
Types of content suitable for the stage where you are not engaged:
Origin Stories
Behind-The-Scenes
Bloopers
Mission Statements
Examples:
HM Massage Origin Story
Graham Conn Bloopers
Patagonia, Don’t Buy This Jacket
Consider your own experience as a customer and think about times you were disengaged from a particular brand. What caught your eye and made you return?
The 90-Day Campaign Framework
The 90-day campaign aims to use your organic content to help prospects move through levels of customer awareness to reach a promotional period.
It will ensure that your content is consistent and has a strategy. This allows you to reach more people who are ready to purchase. This is a good timeline for businesses with an important promotional period, launch, event, or sale every quarter.
Evergreen Content
This framework allows you to continue driving traffic and conversions even after your content has been published. You can drive traffic to your pillar’s content by leveraging remarketing campaigns to visitors, repurposing the content for future campaigns, and making simple updates.
Campaign Theme & Offer
Each piece of content should be tied directly to the 90-day campaign and the ideal customer. Choose a theme that is not just about your offer to help bind all the content together. This will increase its effectiveness.
Effective themes can be taken directly from the customer avatar. They could be a problem or fear that you solve, a solution to that fear that you offer, or a shift in perspective that is needed by your ideal client to achieve their desired result.
Campaign Timeline
The 90-day timeline begins with eight weeks pre-promotion. This is followed by a 2-week promotional period and ends with 2 weeks post-promotion nurturing.