The Content Marketing Hierarchy of Needs [Slideshare]
Discover how Maslow’s Hierarchy of Needs can be applied to inbound marketing for a successful content strategy.
Physiological or Basic Needs: Content
This is the staple of content marketing, obviously. Without it, there would be no blog, no point in social media and no way of establishing your brand’s reputation – to put it bluntly.
You need content that:
- Provides actionable advice
- Answers your prospects’ business pains
- Takes your prospects on a journey
- Promotes your services or product
- Provides technical know-how and expertise
- Promotes your business proposition
What does this mean for me?
Content that at least keeps me in my job for a good few months!
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78% of CMOs think custom content is the future of marketing
91% of B2B marketers use content marketing
Safety: Evidence and ROI
Okay, so you’ve been blogging and maybe produced some infographics and other rich media, but this doesn’t mean you’re safe! Even a few social media shares won’t cut it – not just yet anyway.
Your content needs to:
- Drive truckloads of the right traffic
- Generate an army of relevant leads
- Deliver massive returns on investment
- Provide evidence of your proposition’s success
Basically, is what you’re talking about:
- Making you money?
- Supporting your wonderful claims?
What does this mean for me?
Content that might keep me in my job long enough to look for another job!
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Inbound marketing costs 62% less per lead than traditional outbound marketing
41% of marketers confirm content marketing’s positive ROI
Social Needs: Social Media
If you’re not on social media then firstly, where have you been? And secondly, where have you been?! Social media is becoming the new homepage for brands; instantly accessible and used by 74% of all internet users. So we suggest snapping up a Twitter handle sharpish.
For any level of brand advocacy, you’ll need your content to:
- Encourage people to share it with their following
- Focus on what your audience is talking about/wants to read
- Get the attention of industry influencers
- Create interesting conversations
- Maximise and extend the reach of your audience
What does this mean for me?
Content that is at least liked by one person!
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78% of small businesses attract new customers through social media
50% of marketers see improved sales from social media
Esteem: Brand Reputation
This is sort of related to Social Needs but a bit more egotistical. Your content should not only appeal to what the people want, but it should feed the needs of your own brand too – although the people are awesome and it’s all about the people really… We love the people.
Is your content:
- Driving publicity?
- Maintaining consistent brand messaging?
- Building a strong brand reputation?
What does this mean for me?
Content that at least I like to produce!
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72% of people trust online reviews as much as personal recommendations
Self-actualisation: Best in Class
You can’t really get much better than this. If you’ve reached this point you can kick back with a Tequila Sunrise and bask in your success. But only for ten minutes, there’s still work to be done.
Does your content:
- Provide a unique content experience?
- Move your prospect into the white space and above all the noise?
- Deliver above the expectations of the consumer?
What does this mean for me?
I have a content strategy that f*#%ing rocks.
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84% of marketers who said their content marketing is ineffective admitted to having no strategy
44% of marketers have a documented content marketing strategy
If you want to be best in class – who doesn’t? – and deliver a content strategy that encapsulates all elements of The Content Marketing Hierarchy of Needs, then get your hands on ‘The Key Characteristics of High Performing Content’ and channel your inner Maslow.
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