Scoopit Blog One – One in eight marketers cites case

One in eight marketers cites case studies as an important part of their content strategy, ranking them fifth after blogs, videos, infographics and e-books. Webinars are becoming an increasingly popular type of content, with 53% of marketers planning to include them in their video marketing strategy by 2021, up 11% from last year. It may seem counterintuitive to explain to prospects how to solve their own problem, but explainer videos are actually very effective early in the funnel. 53% of marketers agree that videos help them raise awareness. If you can create a free tool to help your customers solve the problem they just identified, it can play a key role in your sales process because those customers will keep coming back to you. So comparison — content that weighs the strengths and weaknesses of your product against the strengths and weaknesses of your competitors — is very valuable at this stage. So while there’s a small trend toward creating content for the awareness stage, a significant portion of marketers also use content further down the funnel, in the consideration and decision stage. So while the top of the funnel is all about informing your prospects, this phase – called the consideration phase – is about showing them why your product is the answer to their problems. Content marketing plays an important role in all phases of the sales funnel. If your product is too complex for a prospect to learn on their own, or if it takes a month or more to prove the value of your product, a free trial probably won’t work for you. So here you’ll read about how to write content for each stage of the sales funnel. Case studies are an opportunity to specifically explain how your product solved the same problems as your prospect in similar types of companies. If you include relevant keywords in your blog content, you can generate traffic through organic search, but that’s not the only channel you should focus on. By creating a truly useful, free tool, you can make sure your brand is front and center when your prospects are going to make a buying decision. There’s a reason the middle of the funnel is called the consideration stage: your lead is likely considering multiple options. Effective cases tell a story, describe the problems of one of your customers, explain why they chose your product, and describe the results. We often think of content as a way to generate traffic at the top of the funnel, but it’s much more than that.

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Steven has over 12 years of internet experience, from design, to programming to internet marketing. It's his background in branding and marketing that led him to the path of protecting his clients reputation online, a specialized field that he has received years of training. When he is not researching the latest online marketing trends, you can find Austin meeting with clients and working to deliver businesses the results they need.