How to build a Resilient Content Strategy to Support Long Sales Cycles

Often, agencies fall into content strategy that directs fast-moving trends and quick-close transactions. In turn, output has low impact, and consumers look elsewhere.

Long sales cycles require resilient strategies that understand the decision-making process of each stakeholder, customer or business, and what content will infiltrate the consumer journey.

How do we do this?

The Holy Grail

Meet the marketing funnel. The blueprint to content strategy, and the guide to long sales cycles.

From initial awareness and consideration to eventual conversion, each stage requires a thoughtful use of content. To retain long sales means understanding individual consumer journeys throughout the funnel, and where best to implement your content; otherwise, you’re wasting time, resources and leads.

Overwhelming, hard-to-swallow content at the top of the funnel will put clientele off. Digestible media will navigate potential customers down the funnel. This is where your strategy comes in, ensuring your content is fit for the funnel, but also memorable and directed towards the intended target audience.

Understanding the Impact of Content

To utilise the marketing funnel in your content strategy, an understanding of the types of content and the impact it has on the consumer journey is essential. We’ve taken time to unpack not only the influence of content types, but the prejudice such to manipulate the consumer journey in our clients’ favour.

Here’s what we’ve learnt:

• Awareness requires your best foot forward and an attention-grabbing glimpse. You want to introduce yourself to the customer in an unforgettable way, but without overloading them with information. Videos, short-form social content and press articles are the go-to forms of content when wanting to infiltrate the consumer journey and guide them down the funnel without scaring them off.

• Consideration and decision-making mean depth and expertise. They know you exist, so now they need to see what you can do. Blogs, useful resources and thought leadership will show off the mastery of your business and pitch your potential for the next stage of the funnel.

• Loyalty and advocacy open the floor to your comprehensive, brand-heart content. Whitepapers, case studies and insightful embarks can lie here for consumers who know and love what you do. Nothing is too overwhelming, lay it all on the floor.

We get it. And we use it. At Reech, not only do we post short-form social content to pop up on feeds and make ourselves known, but we also produce insightful blogs, dedicated in-house films and impactful whitepapers. We know what we do, and we want our clients to know it too.

Strategically Sound Creative

In an industry where clients want quick turnarounds and snappy business, we take the time to spark lasting relationships and support long sales cycles.

Our 360 method means our content strategy isn’t just an actionless idea; it’s provisional concepts turned into deliverable, creative output. We build durable content strategies for businesses to guide consumers through the funnel and manage those long-term transactions.

Our team of sector specialists deliver content fit for each stage of the funnel for a wide range of industries, from blogs and thought-leadership pieces to animation and static shots.

Think your business needs a thoughtfully built content strategy to support long sales cycles? Get in touch, and we can start funnelling.