You didn’t hear this from me but…
Apparently she thinks reposting content is a way to reiterate and reinforce previously expressed concepts (Abraham, 2023). I think it’s extremely lazy and a way to get out of bonding with the target audience and demographic. But, I’m open minded and willing to see it another way. Sypress seems to see it as a delicate balance between precision and repetition. Let’s dig in.
Making Content for the Marketing Funnel
Comparable to the sales funnel, a content marketing funnel aims to connect, inform, and entertain the audience through providing valuable information. The funnels can be looked at with three main stages:
Top Of Funnel- Discovery & Awareness
For TOFU audiences there needs to be a focus on education. They may not know they have a pain point so this is where they need to be informed through content such as, infographics and exciting social media videos (Robbins, 2023).
Middle Of Funnel- Consideration
It’s important remember that people in the MOFU are not necessarily going to buy the first time they see the brand. We want to make a lasting impression so when they are ready for their problem to be solved they go to your brand specifically.
Bottom Of Funnel- Conversion, Decision & Retention
It’s impossible to acquire clients without a track record of trustworthiness. People in this stage of the buying cycle are seeking testimonials, reviews, and stories about the brand.
That’s a lot of content, for a lot of different people, at a wide range of stages. So with all these ways of making content, how do we know what will work best? This is where KPIs and audits come in.
Content Audits
There has been a long standing debate of quantity versus quality when in reality audiences what both simultaneously. Outdated and trivial content is useless. Once all the irrelevant posts are omitted, categorize the remaining content and continue to produce and publish what works by using KPIs.
KPIs and Metrics
Key performance Indicators track progress towards specific goals over a longterm period of time while metrics measure gradual progress towards tactical goals (Josephs, 2023). Having goals that need to be accomplished will help categorize content, and only produce valuable information to all stages of the buying funnel. This is a lot of information so here are a couple videos to help understand these concepts more in depth.
I guess this is why reposting content content is helpful. In guarantees consistent posting and keeps the brand top of mind. More genius tactics from Sypress. Just remember, if anyone asks you didn’t hear this from me.
XOXO,
Bona Fide Barbie
Sources