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When we sat back and thought about what the industry really needed to start doing in 2020, we came across a few, very obvious, facts:

• Marketers are already creating content for their websites
• Marketers are attempting to tell some stories via content marketing
• Marketers know that (eventually) content leads to conversions

But, if marketers are already tackling this, then why is there still so much crappy, disparate content out there? Content that simply lists out some specs or touts a service at the onset of relationships with customers?

Well, we came to a few realizations about these facts:

• Marketers aren’t exactly always creating the RIGHT content for their websites
• Marketers are telling simple, disconnected stories that don’t lead the user on logical paths to want to learn more
• Marketers aren’t climbing the content mountain, considering user intent, and maximizing performance by using stories that sell

So, we had a plan. In 2020 we wouldn’t merely present companies with a content marketing service. Nope. We would present them with tiered content marketing services that consider all points on their mountain of knowledge and then connect them all via storytelling to help marketers:

• Create basic knowledge content
• Create fundamentals content
• Present various challenges to the user
• Provide some solutions
• Provide even more solutions
• Introduce the company’s solution
• Lead users to want to learn more about products/specs
• And eventually– CONVERT! (Conversions may take on different meaning to different marketers. So this could mean: purchase, subscribe, sign-up for a webinar, but regardless, whatever it means to you, we’ve created a content journey that will get them there.)

To help explain what we’re talking about, we’ve put together an interactive infographic that will take you up the content mountain. Remember: each point on the mountain will need some serious storytelling techniques to logically lead users to the next point.

 

If you have any questions or want to learn more about 2020 Tiered Content, please reach out: solutions@insomnicat.com

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