Website Content Strategy Support All Sales Stages With Content
"A great website is like a person who can talk to anybody." - Daniel DiGriz
Why Create a Content Plan
Fascinate and tantalize; don't boilerplate or patronize.
Problem
End-users decisions don't rest solely on product features or assorted details about a company. You need to tell an overall story. Visitors need to see themselves in that story.
Hurdle
You can assemble info and riff on what a visitor should hear, but you’re close enough to it that you risk leaving out the user journey through each stage of the sales funnel.
Solution
MadPipe plots out how differing visitors interact with your content from ideation to negotiation, taking into account how you get leads & how you WANT to get leads.
Mandate
You want to account for users entering the content in different places from multiple sources and naturally introduce them to your fundamental sales argument.
From now on, you have the equivalent of a managing editor. MadPipe will blueprint your sitemap and content editorial structure, collaborating with your SMEs and anyone you have working content and design. Your website will get your audience into the boat, regardless of their point of entry.
If you laid out your website
and other collateral like a magazine editor.
You’d act as though you HAVE to
keep people coming back every month.
They skip, skim, and jump around.
You'll be there when they turn around.
Blah, blah, blah, blah. That's content without strategy.
