Start by setting up a funnel according to the See-Think-Do-Care principle

We've heard that before! Just like the design of successful advertising campaigns (check our webinar with SocialMediaMen!) Working from a funnel is once again the basis of a good content strategy. There are different types of funnels you can use. According to the guys at Orangedotcom, the See-Think-Do-Care model is a very powerful one.

Before the customer proceeds with a transaction, he or she goes through a number of phases in the funnel. Below we briefly explain them:

  • See: the customer looks for providers who can solve the problem the customer has at that moment.
  • Think: the customer considers a particular provider to purchase a product or service from.
  • Do: the customer takes action and purchases a product or service from a specific provider
  • Care: the customer uses the product or service and needs service, help or explanation afterwards.

A good and well-thought-out content strategy ensures that there is suitable content for each phase of this funnel. In the See phase it is therefore important to load your brand and have content that contributes to the visibility of your brand. In the Think phase you ensure that you tell the right story to the right potential customer (storytelling). In the Do phase it is important that your content facilitates a purchase in the right way (also in a technical sense, making a purchase should be easy!). And in the Care phase, you keep your customers informed about new products with mailings, for example, or you give tips about the correct maintenance of their purchase.

Which Hero, Hub and Hygiene content will you create?

De types You can also subdivide content that you create per phase in the funnel. The Hero-Hub-Hygiene layout is used for this purpose. Below is a brief explanation of each type.

  • Hero content: this is content with which you can potentially reach a very large group of people because, for example, it goes viral or is shared a lot. It often concerns rich content, because rich content is often more relevant to the user and is therefore shared more quickly. Consider video content, for example the registration of an offline event or a state-of-the art show reel.
  • Hub content: this is the content you create to stay in touch with your target group and the engagement to keep it going. Think of blog posts you write on your blog. This ensures that people remain interested and curious and that they visit your channels multiple times.
  • Hygiene content: the content that should be present as standard on your website. For example, your contact details, what services you offer or what your working method looks like.

The most important thing is about you Hub and Hygiene to organize content and initially produce more of it. Then you can see if you can create hero content. Also make a distinction between the Hero-Hub-Hygiene content in your content planning so that you do not lose sight of a good distribution between them.