How to Create Campaign Content —

How to Create Campaign Content
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Creating quality offers is the key to generating quality leads. So when it comes time to actually create the substance of your campaign, you want to make sure you’ve really thought through the context, format, and positioning.I Want the Content Mapping Template

The good news is, there is no shortage of content types for you to choose from when designing your campaign offer:

Ebooks
Guides
Webinars
Slideshows
Kits
Industry Case Studies
New Industry Research
Templates
Free Tools
Free Trials
Product Demos

To narrow your focus, run through the following questions:

1. Is this offer valuable to your target audience?First and foremost, you should know that you’re not going to hit the nail on the head every single time. Getting to know the content topics and formats that actually resonate with your audience requires a little bit of trial and error -- and a lot of research.But there are a few things you can do to set yourself up for success here:

Know your audience.

Know your audiences’ pain points.

Know how your audience likes to consume information.

Know the type of language the resonates with your audience.

2. Does this offer align with your business goals?Aligning your offer with your audience and your marketing goals in one thing, but what about your business goals? How does the campaign you’re crafting fit into the bigger picture?To ensure you’re on the right track here, ask yourself: What is driving the marketing goals for this campaign?For example, if increased traffic is your marketing campaign goal, ask yourself: How will an increase in website traffic help us grow as a business?By clearly drawing the lines back to the advancement of your business, you a) eliminate the risk of creating content just for the sake of creating content, and b) ground the value of your efforts in reality.3. Is this offer targeted to the right person at the right time?This is where content mapping -- the process in which you decide what content is most appropriate for a person to receive at a given time -- comes into play.To understand content mapping for inbound marketing campaigns, you first need to understand the buying cycle, which can be broken down into three stages:Awareness: Leads have either become aware of your product or service, or they have become aware that they have a need that must be fulfilled.
Evaluation: Leads are aware that your product or service could fulfill their need, and they are trying to determine whether you are the best fit.
Purchase: Leads are ready to make a purchase.
Purchase Content: Free Trials, Live Demos, Consultations, Estimates, Coupons, etc.