People are counting on you.
The sales team wants more high quality leads. More leads they can easily convert into business. Who doesn’t want an easier job?
You want to make the difference the whole team has been waiting for. You are bursting with ideas for content. So you create more content. And more.
But no matter what you do, nothing changes. It’s never enough.
You are on a treadmill. And you feel like you’re about to be swept off and dumped on your tender backside. You can’t keep up at this pace.
Here’s the thing. You don’t need a ton of content. You need results.
A small change can make a big difference.
Imagine how you’d feel if you knew exactly what content you needed and how to easily re-purpose it. And what if you could re-use your new plan year after year and save days or even weeks of effort? That’s sounds pretty sweet, huh?
You can create content with less effort AND make your sales team giddy with leads. You can find success.
What you need is a map.
Companies struggle with content marketing when the content has no direction. You might be creating a lot of content but if it doesn’t work together to pull customers through your funnel, you won’t make progress. Things aren’t likely to change.
You know the job of a marketing communications person in a company, is very, very important. …all too often it’s more like, “We need a brochure. We need a flyer. We need a website. Can we put this together?” Well I think it’s really there is some architecture involved, some research, and discovery… Bob Woodard – Life Science and Healthcare Copywriter as interviewed in this podcast.
Instead of creating truckloads of content driving in many directions, hoping to find the one that works, create fewer pieces that work together in a single direction to get the job done.
It starts by mapping the customer journey.
What does the path from a scientist discovering a need or opportunity to becoming satisfied customer look like? The satellite view shows the scientist becoming aware, considering his options, evaluating a few solutions and then learning how to make the best use of a product after the purchase.
When we zoom into street view, there’s more detail. The path can be mapped by following all the questions the customer asks on the way to a purchase and beyond. Start where the questions provoke the feeling of need or opportunity. The journey ends when you answer the questions that satisfy the customer’s desire to get the best results from your product or service post-purchase.
Hold on tight to this map because it leads to buried treasure. The questions tell you exactly what content you need to create (the answers).
The best part is it never goes out of date. The route a scientist takes to your product doesn’t change. You may release a new model, with new features and fancy upgrades. But the questions your customer will ask remain the same.
You only need to update the answers.
The map will show you where to provide new content.
Year after year, the map will save you time for other things. No more starting from zero. No more wondering, “What do we need for this campaign?” or “What should we include in this presentation?” You’ll be thinking about how to widen the funnel at the top with new content.
Once you have mapped the customer journey – all the questions that will take them through your funnel, you can decide how to bundle the answers into the assets that will work best at each stage.
You don’t need to build your map from a blank sheet of paper either. I’ve created a template specifically for life science and chemical analysis marketers.
You’ll want to share your content in many formats and as many channels as possible. But you don’t want to start over every time you need to make something new. The Content Planning Tool will show you how to do that too. Good luck!