1. What is content marketing?

Content is the material you create that is related to your business offer.

The format of the content could be anything, on any medium and on any channel. (I will go through the different types of content and when to use what content type in a while).

However, content marketing is not your landing pages, your product pages or your company page. 

Content marketing is not company updates on social media, where you talk about your new office location. 

Content should always be created with the purpose of nudging your audience a little bit closer to becoming a customer.

Content is your “brand ambassador” - it is out there talking to people, educating them on concepts and ideas. It is persuading, convincing and establishing relationships.

When you create content you should have two different objectives in mind.

Marketing KPIs and Brand Authority.

KPIs are easy to measure, hard numbers. For instance, how well the content drives traffic, how well it converts, how many subscribers or followers it generates etc.

Authority is harder to measure but crucial. You build authority, educate your audience, and show your expertise in your field, in other words thought leadership. To nudge the consumer closer to becoming a customer.

Treat every piece of content like something you could rely on for years. Chances are, you will. You need to create something valuable. Not rewriting someone else’s blog post, or saying something everyone else is already saying. 

Content needs to be substantial, and it needs to be useful.

2. Why use content in your ads?

Content is a powerful tool for advertising on social media because it can capture the attention of your target audience and provide value in a meaningful way. 

You will also get that content you worked so hard for in front of your ideal audience, it's a no brainer really.

2.1 Increases brand awareness 

Well-crafted content can help you introduce your brand to a wider audience and make people more aware of what you have to offer. By creating and sharing valuable, relevant, and consistent content, you can build a strong online presence and attract potential customers.

Being able to target certain job titles, roles or industries with your content is something that is extremely powerful.

2.2 Builds credibility and trust 

Sharing informative and helpful content can establish your brand as an authority in your industry, which can help build trust and credibility with your target audience. By consistently providing valuable content, you can create a loyal following of customers who are more likely to engage with your brand and recommend you to others.

Overall, content is good for advertising on social media because it can help you build your brand, establish credibility and trust, encourage engagement, and target specific audiences.

3. What type of content should your ads promote?

Create value-adding deep content that is useful for your audience.

Founders and CEOs tend to want to promote their product offer directly to cold audiences. While this could work for a certain, small and well educated audience that is ready to buy here and now, it won’t work for the rest of the 95% of your audience.

So, what to do instead? 

In marketing, just as in life, a good first impression is important.

There are millions of posts published each day on the internet. So if you want someone to read yours, you have to work smart.

Content today needs to be relevant, laser-targeted and super valuable to your target audience.

So in order to understand what kind of content your ads should promote, we need to take a look at a typical buyer’s journey.

4. Mapping content for the customer journey

When looking at buyer journeys, I always recommend Eugene Schwartz’s “Five Levels of Awareness. 

It is a framework that helps businesses understand the mindset of their customers and tailor their content accordingly. 

Here's how the B2B customer journey might look like based on these five levels of awareness:

4.1 Unaware 

At this stage, the customer has no awareness of their problem or need for a particular product or service. They may not even be aware of your brand or the category you operate in. To reach these customers, businesses must create content that educates and raises awareness about the problem and the benefits of the product or service.

Example: A company that sells cloud computing services might create content that explains the benefits of cloud computing and how it can help businesses become more efficient.

Type of content: Stories and secrets, blog posts, videos

Targeting: Interest & behavior targeting, Personas, customer research

Distribution channel: Social media, SEO

4.2 Problem-Aware

At this stage, the customer is aware of the problem they have, but they haven't identified a solution yet. They are looking for information about the problem and ways to solve it. To reach these customers, businesses should create content that identifies the problem and highlights the benefits of the solution they offer.

Example: A company that sells cybersecurity solutions might create content that explains the types of cyber threats businesses face and how their solutions can protect them.

Type of content: Benefits and anxieties, blog posts, white papers, checklists

Targeting: Look-alike lists, customer lists, pixel data, engagements

Distribution channel: Social media, SEO

4.3 Solution-Aware

At this stage, the customer has identified a solution to their problem and is researching different options. They are comparing features and benefits of different products or services. To reach these customers, businesses should create content that highlights the unique features and benefits of their solution and how it solves the customer's problem.

Example: A company that sells project management software might create content that explains how their software is different from others and how it can help businesses manage their projects more effectively.

Type of content: Claims and proof

Targeting: Look-alike lists, customer lists, pixel data, engagements

Distribution channel: Google Ads, Social Media Retargeting

4.4 Product-Aware

At this stage, the customer is aware of your product or service and is considering it as an option. They are looking for more information about your brand, such as customer reviews, case studies, and product demos. To reach these customers, businesses should create content that highlights the features and benefits of their product or service and provides social proof.

Example: A company that sells marketing automation software might create case studies that show how their software has helped businesses increase their conversion rates.

Type of content: Discounts, deals, case studies, testimonials

Targeting: Look-alikes, customer lists, pixel data, engagements

Distribution channel: Google Ads, Social Media Retargeting

4.5 Most Aware

At this stage, the customer is ready to make a purchase and is looking for reassurance that they are making the right decision. They may have specific questions about the product or service or need help with the onboarding process. To reach these customers, businesses should create content that provides detailed information about the product or service, offers support, and provides a positive customer experience.

Example: A company that sells HR management software might create onboarding guides and tutorials that help businesses get started with the software and provide ongoing support to ensure a positive customer experience.

Type of content: Product, price, comparisons, free trials

Targeting: Remarketing, website, engagements, email

Distribution channel: Google Ads, Social Media Retargeting, Email Nurture

By understanding the different levels of awareness in the B2B customer journey, businesses can create targeted content that addresses the customer's needs and provides the information they need to make an informed decision.

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