Ryan Mickley explains how to include content marketing practices in your company's marketing efforts. He identifies which types of content are the most effective for each stage of the customer buying journey and includes key performance indicators (KPIs) for each.

1. &
content marketing
process
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key performance indicators

2. process1. Plan
2. Team
3. Ideas
4. Production
5. Audience Development
6. Conversions
7. Measure & Optimize
Goals | Customer Personas | Core Story
Director | Editor | Publisher | Copywriter | Graphic Designer
Listening Dashboard | Q&A Sites
Work Flow | Editorial Calendar
Influencers | Digital Asset Optimization | Paid | Syndication
KPIs | Opportunity —> Leads —> Prospect —> Suspect —> Client!
Ideas & Production | Audience Development | Traffic & Conversions

3. customer buying journey
awareness
trial
consideration buy
wow
empower
reward
cultivating loyalty
trigger

4. awareness stage
Types of Content
Viral Videos, Infographics, Articles, Curated Lists
KPIs
Traffic/ Page Views/ Time Onsite
Content Downloads
Inbound Links/ Page Rank
Fans/ Followers
Mentions/ Comments/ Shares

5. consideration stage
Types of Content
Infographics, eBooks, Playbooks, Guides, Quizzes, Widgets, eNewsletters,
Press Releases, Webinars, Demo Videos, Interactive Demos, White Papers,
Analysis Reports, Customer Testimonials, Data Sheets, ROI Calculators
KPIs
Open/ Click Through Rates
Inquires/ Database Growth
Form Submission Rate
Funnel Conversion (Waypoint Change)

6. trial-buy stage
Types of Content
Trend Reports, eBooks, Playbooks, Guides, Press Releases, In-Person
Events, Interactive Demos, Feature Guides, Case Studies, Customer
Testimonials, Reference Checklists, ROI Calculators, Pricing Guides
KPIs
Qualified/ Accepted Leads
Meeting with Sales
Opportunities
Active Pipeline/ Pipeline Value
Closed Deals