TOFU (Top of the Funnel) Content
At this stage, the user has identified a need or problem that they wish to solve. However, they are not yet ready to decide on purchasing a solution.
At this stage you want to learn more about the industry's problems and your own in particular.
The Content Manager must decide which content is best suited to inform and educate the contact about the issue, and through which formats and from which platforms.
MOFU (Middle of the Funnel) Content
At this point the lead is already in the consideration stage, as they have already obtained a good amount of information about their problem.
This is the consideration phase, as it is known in the “buyer’s journey.” The buyer is now ready to evaluate options on the market that provide a solution to their problem. This is when we can begin to explain the benefits of our product or service.
The user is now ready to make a decision and it is time to be direct about our product or service offer.
The goal of the Content Manager at this stage is to create indonesia number list appropriate messages to convert these contacts into customers. In other words: to close the sale.
In 2022, 67% of marketing specialists say that personalized content effectively creates demand, and 63% consider it a very effective element to create engagement with customers.
Define Style Guides
To understand what a Content Manager is, we must highlight their role as creator of a brand's editorial guidelines, to ensure consistency across all content to be developed.
The design and use of a style guide for content production is intended to ensure editorial coherence and define communication guidelines, such as the tone of the brand.
These are guidelines that will help take care of form and content, especially when the content team consists of several editors and production criteria need to be unified.
The Content Manager must be responsible for auditing all content produced and ensuring that these guidelines are respected by all team members.
This includes: from designers to editors, including community managers.
Content management skills should also include the creation and supervision of an editorial calendar, which organizes the content to be developed in a given period of time.
This is a very useful type of planning because it allows for a schedule that guides the team towards specific objectives and allows them to have a favorable time frame to meet each editorial guideline.
Support Digital Marketing and Sales Actions
Before proposing the creation of any content, the Content Manager must consider the keys that exist within marketing and sales strategies.
This means that you must be able to adapt objectives directly oriented towards the sale of a product and translate them into content formats suitable for such purposes.
We have already talked about the stages of the sales funnel and how they influence the production of valuable, personalized content aimed at meeting the needs of users in each of them.
Once we have this information, we must choose the appropriate content format. The Content Manager is in charge of leading these choices and supervising that the content chosen by other team members is really effective.