Content roadmap. Content plan. Marketing map. Whatever you want to call it, you might be painfully aware that your team needed one no later than yesterday.
Tons of businesses boast about their years in the industry or their top-of-the-line customer service. These are both valuable, but if you’re promoting the same benefits as your competitors, those benefit statements become expectations of your product or service—not differentiators. So why should customers choose you over a competitor? Identifying your competitive advantage is one of the foundational steps you need to take to establish a strong marketing strategy.
In order to create long-lasting customer relationships, it’s essential to get the right content in front of your ideal target market. Like the start of a conversation, you want to take it slow to nurture the relationship and establish trust. Think about it: you wouldn’t want to ask someone to marry you on the first date and you shouldn’t ask someone to buy from you on the first interaction. That’s where TOFU (or top-of-funnel) content comes in handy—it’s your opportunity to lay down a foundation of trust.