But, it is clear that, today, that panorama changed. A blog is a digital tool used by companies to attract their ideal audience and generate engagement in order to obtain more business opportunities . Contrary to what some believe, a corporate blog is different from a website , because its proposals are different, as you will see below. What is the difference between a website and a blog? The website is the main channel of your Digital Marketing strategy . After all, it contains the most Compre la base de datos de correo electrónico important information about your business, such as: about us; products and services; work with us; Contact; among other points. On the other hand, the blog is aimed at generating content that deals, for the most part, with matters related to your sector of activity . A mistake that some companies make when they begin to develop Content Marketing without proper guidance is to create blog posts that only talk about their products and services.
But the company needs to talk exclusively about its offers on its channels to attract the public and thus do more business, right? No , at least when it comes to blogs. But, then, what kind of content should be published on a blog? Within a content strategy , the articles of a blog should be, for the most part, aimed at informing and educating the public according to the stages of the purchase journey outlined by your buyer persona. A buyer persona is a semi-fictional character that represents your ideal client. And to get to your company, go through a shopping journey represented by the sales funnel that is made up of 3 stages: Top of the funnel : moment when the buyer person discovers that he has a problem. Middle of the funnel : Here, the buyer person looks for ways to solve it. Bottom of the funnel – At the end, the buyer persona finds out who can solve their problem. Right, but what does that have to do with content production? Well, following the Pareto Chart, 80% of your content should be dedicated to the top and middle of the funnel and 20% to the bottom.
To make this concept clearer for you, let's see examples of issues corresponding to each stage of the funnel. On the one hand, suppose a travel agency has a blog and wants to use it to attract more customers. On the other hand, your buyer persona likes to travel and is considering a family sightseeing trip. So, your contents can follow this line: Top of the funnel : "Discover what are the advantages of taking a family trip". Middle of the funnel : "7 tips to make a perfect trip with your family". Bottom of the funnel : "Discover our promotions for family trips". As you can see, the first subject is aimed at the problem that the person has at the top of the funnel, the second, at the tips they are looking for in the middle, and the third, to find out more about who can solve their problem at the bottom of the funnel. .Therefore, you can talk about your company, but in a measured way and at the right time. Next, we'll talk about how each type of content is used strategically.