topic Re: Choosing Types of Content in Content Strategy & SEO

Choosing Types of Content

Judithsandras — Wed, 10 Aug 2022 00:44:01 GMT

I just finished watching Hubspot's lesson on recycling content. I found it super interesting. I have a question though.

How do you differentiate between content that's top of funnel (roots of tree; awareness) and content that's bottom of funnel (crown of tree; conversion)?

It is my understanding that shorter-form content that we connect directly with audience (such as social media posts, blog posts, etc.) can be made to longer-form content (such as guides, whitepaper, e-books). But then these content can be recycled again to infographics, webinars, podcasts.

My confusion is, infographics, webinars and podcasts can also be used at the beginning (top of funnel). How do we differentiate what content is best used for which stage?

Thank you!

Re: Choosing Types of Content

danmoyle — Wed, 10 Aug 2022 12:55:17 GMT

@Judithsandras great question. I would think of the content for stages less in the medium, and more in the content itself. While the medium can be important, it's really more about serving them in their journey. What problems are they solving for, what questions are they asking at each stage. Therefore, which answers are most helpful? Here are a few resoruces I've found helpful:

Each of these resources does talk about the medium types (blog posts, videos, case studies), but they also highlight the focus of the content with examples.

Hope that helps!

Re: Choosing Types of Content

AGiltner — Mon, 15 Aug 2022 22:14:52 GMT

Hey Judith! My take-away from recycling content is not from the funnel side, but more of the marketing & social sides of your business. If you have a funnel that's a money making machine, don't recycle it, let it ride OR add another value to capture even more of your target market or upsell to your market.

Recycling content is taking a social media/marketing campaign that worked wonders, let's say a year ago, get it out there again. Or taking pieces of messaging from various social media/marketing messages & merging them together, i.e. the first line of a social media post with the last line of a marketing message. This creates an entirely new post or message using variations of previous language.

I hope you found this helpful.

Re: Choosing Types of Content

Jnix284 — Sat, 20 Aug 2022 15:08:45 GMT

Hi @Judithsandras

When I first got started in HubSpot, I also struggled with figuring out where to start, what content do I need, what should it look like, and what type of content should it be, there are so many questions surrounding content creation, but I felt like I was missing the big picture view and it sounds a little like that might be what you're feeling.

Doing a content audit is extremely helpful if you already have content out there and are trying to figure out what you should be creating and how it aligns.

Without an understanding of how your content is performing and where you have content gaps, it can be hard to understand how to recycle content to fill those gaps.

@danmoyle shared lots of great resources (as always!) that are right on point for helping gain clarity around the buyer's journey and content creation.

One additional resource I think might be helpful is How to Create an Effective Customer Journey Map. Understanding the full journey your buyers go through on their way to becoming customers can help you identify pain points, emotions, etc. that will help you align your messaging accordingly.