Now it's time to play matchmaker. Match the content offer employment database up to the blog post based on the how contextually aligned they are in terms of topic, persona and funnel stage. For example, if your top of funnel blog post about optimizing content is geared toward your marketing professional persona, then you'd want to promote your top of funnel offer about how conducting a content audit will boost any marketing professional's street cred.
Using your spreadsheet as a map to connect the content offer and blog post, you can then systematically go into the posts and apply the appropriate calls-to-action. Use a healthy mix of image/button CTAs, hyperlinked text and lead flows for maximum effect.
5. Re-optimize blog posts
While you were combing through blog posts, you might have identified a few posts that don't align with a persona, are too focused on your brand (and not the needs of the prospect), or have an unclear focus. It's time to revisit those posts and make updates!
Start with the persona; who does this post apply to and what pain points or goals can be better addressed? Next, look at the topic. Clean up the post to align with a specific persona's pain points or goals and provide details that will ultimately help readers connect the dots between their challenge and the value of your offering. Finally, consider the funnel stage that this asset will represent. Remember that most blog posts serve to bring in folks who are just starting to search for solutions to their problems, so meet them at that stage and then guide and educate them to the point where they're ready to take action. In addition, make sure your post is keyword optimized, employs a sound internal linking strategy and is using blog post formatting best practices to ensure an effective and smooth visitor experience.
