4. 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
21. 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
37. 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
Introduce MyselfIntroduce yourself, Company, Role in marketing, current experience in content (if you care to share)
1. Excerise: Write down your marketing goal. This is going to drive all the exercises of the presentation. (Few people can give an example of their goal)For me – generate sales-ready leads for my customers.
“HubSpot Keynote” will be replaced with the name of your trackquestion: should HubSpot be lowercase. Tactical things – more action oriented. Maybe take out some of the “explaining” -- get to the point. 40 mins only.
Consumers are different – they drive the marketing process 1) they investigate content when they want it and 2) block on marketing messages they don’t want.
Content example 1 – blog contentNeed it fills – answers a question.
Content example 2 – in depth content behind a formNeed it fills: Instructional, helpful actionable information
Content example 3 - Free open – case study contentNeed it fills: People wondering “if this product is right for me”
Who is familiar with the marketing funnel? What somewhat likes, needs, and their closeness to your product changes as you go through the funnel. Your goal is as someone progresses through the funnel, the person is more familiar with your product and generally develop a need.
Don’t know you yet.Generally looking for information or to answer a question
-Have read your content more than once-Know you as a brand-You don’t know THEM yet
-Have unveiled themselves, maybe via a form.-Most likely know who you are, what your product is, what it does-Strong relationship with your company
-Interested in learning about your product or service-In B2B world, we’d call that person a warm lead-Someone we’d love to get on the phone with and try to sell
Imagine that goal you set, what stages do your prospects take to get to that goal.
ACtIVITY:At each point, ask folks who the person waswhat you might want them to do in order to get to the next stage.
Now that we know what stages the person goes through, and what action we want someone to take at each stage, let’s discuss what type of content we can create at each stage that will influence that action.