How to create a content marketing campaign that will drive sales every quarter.
Content is essential, but there are better ways to increase sales. Content campaigns can be a great tool to engage your audience and build brand awareness. They also drive sales.
This article will teach you how to create an effective 90-day campaign to drive sales, increase customer satisfaction, and move prospects more efficiently through the customer journey. Let’s get started!
Six Levels of Customer Sensitization
As prospects progress through the customer journey, they become more aware of your brand.
Eugene Schwartz, a marketer, and writer who wrote Breakthrough Adverting in 1966, identified five levels of customer awareness. Digital marketing has changed significantly since then. This led DigitalMarketer to introduce a new sixth level of understanding for customers.
We’ll first walk you through the different levels of customer awareness, and then we will create a campaign of content that helps prospects move through these levels. This will increase the efficiency and speed of your customer journey.
Unaware Stage
In the unaware stage, customers are unaware of the problem and do not perceive a need for a resolution. We need to stop scrolling to keep the prospect’s interest. Entertainment is the best way to achieve this.
Many types of entertainment content can be used to entertain the unaware audience.
Shock and Awe
Amazing Demos
Data/Research
Examples:
Dollar Shave Club Commercial
Chatbooks Commercial
Will it Blend the Demo
13 membership site examples that will inspire you
125 Books That Every Marketer Must Read
While you browse social media or the internet, pay attention to the ads and content that grab your attention.
Problem-Aware stage
The customers in the Problem-Aware Stage are aware of their problem but are still determining if there is a solution. In their search for an answer, they are looking for hope.
Many types of content can be used to encourage the audience at this stage.
Question and Answer (Q&A).
How-Tos
Brand Case Study
Success Stories
Examples
HubSpot Create a Sales plan: Template + examples
Career Stories with Jo Gaines: Area Vice President Sales
HubSpot Dentally Case Study
ParkHub Case Studies
Article on Wild Audience How to Replicate Tony Robbins Million Dollar Coaching Sales Funnel
Use AI tools to identify customers’ questions about your industry or niche.
Solution-Aware stage
In the Solution-Aware Stage, customers research their options and compare them. They require clarity to make the right choice.
Clarifying content types for the solution-aware phase:
Demos
Tricks and Hacks
Compare the two.
Examples
Dr. Squatch Demo
Compare Thinkific and Kajabi
L’Oreal How to Highlight Trick
Tony Robins Event Demo
Tip: Research your competitors to find out what exactly your customers are comparing you with so that you can address any concerns they may have.
Offer Aware Stage
The Offer Aware stage is when customers are ready to decide but want confirmation that their choice will deliver the desired outcome. It would be best to assure them you’re the best choice.
The 90-Day Campaign Framework
The 90-day campaign aims to use your organic content to help prospects move through levels of customer awareness to reach a promotional period.
It will ensure that your content is consistent and has a strategy. This allows you to reach more people who are ready to purchase. This is a reasonable timeline for businesses with an introductory promotional period, launch, event, or sale every quarter.
Evergreen Content
This framework has the benefit of allowing you to continue to generate traffic and convert customers long after your content is published. You can drive traffic to your pillar’s content by leveraging remarketing campaigns to visitors, repurposing the scope for future campaigns, and updating it to stay relevant.
Campaign Theme & Offer
Each content should be tied directly to the 90-day campaign and the ideal customer. Choose a theme, not just your offer to help secure the content together. This will increase the effectiveness of your campaign.
Compelling themes can be taken directly from the customer avatar. They could be a problem or fear you solve or a shift in perspective that your ideal client needs to achieve their desired result.
Campaign Timeline
The 90-day timeline begins with eight weeks of pre-promotion. This is followed by a 2-week promotional period, ending with two weeks of post-promotion nurturing.
Content Distribution
This content campaign uses three main distribution channels. Additional channels can be added.
Website (Blog).
You can post articles, videos, or podcasts as pillar pieces on your website. These pillar content pieces should contain advertisements for your lead magnet to increase email subscriptions and advertisements for the offer you are promoting during the campaign.
To increase engagement and drive traffic to the website, you will distribute and fragment your pillar content via your email list. You’ll be sending a promotional series of emails to increase sales during the promotional phase.
Social Media
The goal is to drive traffic to your site and deliver value to your audience before the sale.
Create & Splinter Content
Each piece of content from the pillar is then splintered into nurturing emails and content for social media. The campaign workload is reduced because only the pillar content pieces are created from scratch. All other content can be derived from existing content. You can also move prospects through your email list and social media channels, increasing email subscribers and driving traffic to your site.