Creating Content that Drives the Entire Consumer Lifecycle

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Information about Creating Content that Drives the Entire Consumer Lifecycle
Marketing

Published on February 4, 2014

Author: RebeccaCorliss

Source: slideshare.net

Description

This presentation can be given as a workshop or a lecture presentation.

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

HANDOUT 41

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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