Capturing Customers: Compelling Content for Every Stage of the Sales Cycle You've taken the first step – you’re creating and sharing branded content with your audience. Now, how can you ensure that you’re reaching and engaging with your audience across the sales and adoption cycle? The types of content used to generate leads aren't necessarily the same that you should use to enhance brand evangelism. Join EVP of Digital Marketing, Francis Skipper, for this free webinar and learn: -The different types of content and goals each achieve -Which types of content to use at each stage of the sales and adoption cycle -How to build trust using branded content

12. •
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Define Audience
Messaging Goals
Content Across the Lifecycle
Share, Promote, Engage

14. 25 – 44
YEAR OLDS
SINGLE,
UNMARRIED
SOME
COLLEGE
OR HIGHER
EXAMPLE
OF TARGET
AUDIENCE
PROFILE
TECH
EARLY
ADOPTER
URBAN,
NORTHEAST
SOCIAL
MEDIA
AUTHORITY

15. 25 – 44
YEAR OLDS
TECH
EARLY
ADOPTER
SOME
COLLEGE
OR HIGHER

23. This is the time to introduce new
audiences to your brand and
gain credibility

24. •
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FREE Educational
Collateral
Call to action about
educational collateral
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•

25. •
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26. •
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YOUR BRAND
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•
•
•
•
•
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•

28. •
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Knowledge base/FAQs
Tutorials and How-Tos
Usage Ideas
New Feature/Product
Upgrade
• Emails

30. •
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33. ONLY MASS MESSAGING
SEGMENTED CONTENT

34. REPEATING SAME MESSAGES
PRESENT IN VARIED CONTEXT

35. MISREPRESENTS FOR CLICKS
PRESENTS HONEST DEPICTION

36. INCONSISTENT OR NONEXISTANT
GENUINE CONVERSATION/REWARD
ENGAGEMENT

44. • Know your audience and their
needs
• Find overlap between needs and
goals where you can provide value
• Consider all stages of the sales
cycle
• Take advantage of PR, social, and
search to share your content