Published on February 4, 2014
Creating Content that Drives the Entire Consumer Lifecycle Rebecca Corliss Marketing, HubSpot
Rebecca Corliss @repcor Marketing Manager at HubSpot
What Are We Learning? 1 Content’s Role in Marketing 2 Different Stages of the Marketing Funnel 3 Mapping Content to Guide Prospects Through the Funnel 4 Create a Content Plan
1 CONTENT’S ROLE IN MARKETING
Inbound marketing is a fundamental shift in how we relate to potential customers
PULL EARNED ATTRACT VS. Email PUSH INTERRUPT BEG 7
Exercise #1 – Remembering Remarkable Content Think of a piece of content that you liked: Why did you like it? What need did it serve for you? 12
2 DIFFERENT STAGES OF THE MARKETING FUNNEL
1 2 3 4
1. Information Investigator
2. Familiar Peruser
3. Somewhat Intrigued Consumer
4. Product Investigator
Exercise #2 – Build Your Marketing Funnel Stages What stages do your prospects go through to get to point of purchase? 19
Information Investigator Familiar Peruser Somewhat Intrigued Consumer Product Investigator 1 Goal: Visit your website & subscribe. 2 Goal: Fill out a form & “unveil” himself. 3 Goal: Consume some product information 4 Goal: Display interest in your product.
Exercise #3 – Create a Path to Guide Prospects Through Those Stages What action does a prospect need to take at each stage to guide him to the next stage? 21
3 MAPPING CONTENT TO GUIDE PROSPECTS THROUGH THE FUNNEL
Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4
Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Visit your website & subscribe.
Blog Content 25
Creative/Informative Video 26
Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Fill out a form & “unveil” himself.
Ebook Behind a Form 28
Webinar with Signup 29
Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Consume some product information
Presentation with Product Examples 31
Case Study and Examples 32
Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Display interest in your product.
Product Demo 34
Services Overview 35
Information Investigator Familiar Peruser Somewhat Intrigued Consumer Product Investigator 1 2 3 Blog Posts Ebook Download How-to Preso with Product Mentions Software Demo 4 Goal: Visit your website & subscribe. Goal: Fill out a form & “unveil” himself. Goal: Consume some product information Goal: Display interest in your product.
Exercise #4 – Choose Your Strategic Content Part 1: What do people in your stages you developed need? What is important to them? Part 2: What content can you build that fulfills that need and also encourages the action you want them to take? 37
4 CREATE A CONTENT PLAN
Exercise #5 – Create Your Own Content Stage Map 39
THANK YOU Rebecca Corliss @repcor
Stage 1 Stage 2 Stage 3 Stage 4 1 Content 1 Goal / Desired Action #1 2 Content 2 Goal / Desired Action #2 3 Content 3 Goal / Desired Action #3 Content 4 4 Goal / Desired Action #4
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