Brands should also explore top-of-the-funnel opportunities to connect with the people who are interested in their general industries.
How-to content can help brands directly address audiences' needs, convey brand offerings and offer opportunities to put in more calls-to-action. Brands should find out customers' key challenges to create how-to content that better addresses their pain points.
Conducting regular check-ins with the sales teams can help find out client concerns and then create the relevant content around it. After deciding the topics to cover, marketers should identify creative ways to make it more accessible for their readers.
Adding videos to how-to content can make it more accessible and add value for potential customers. Marketers should also explore already existing content, see what it lacks, and try to fill that knowledge gap.
[7 minute read]