Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
likely result in starting all over with the process for getting audiences to know and like you let alone getting them to trust you. Brands that recognize the power of relationships will focus more on accumulating relational capital before positioning themselves to win business. Beginning at the start of a buyer’s (or propsect’s) journey, successful brands get target audiences to: • Know them through content that connects with audience pain points. • Like them by intensifying this connection with heartfelt emotions. • Trust them starting with credible content. It’s at this top-funnel stage that marketers devote the bulk of their content marketing. For example, according to Content Marketing Institute, B2C marketers say 43% of the content they create is for audiences at the top of the funnel stage of the customer journey. B2B marketers say 50% of the content they create is for audiences at the top of the funnel stage of the customer journey (CMI).
The goal here is to raise your target audiences’ awareness of your content as potentially a preferred source of influence. Ideally, every touchpoint with our target audience should contribute to their buying journey progression while simultaneously adding to the relational capital we accrue from being better known, liked, and trusted.
PARADIGM SHIFT IN MARKETING
Besides examining each consumer journey stage while building relational capital, a further goal of today’s brands is to comprehend and apply a drastically different way of marketing to their target audiences. Specifically, we examine how we can remain competitive in a world of: • Infobesity – few can find us • Parity – we all look the same • Consumer control – few feel compelled to see us • Skepticism – few believe us
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