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Aligning Online Content with the Sales Funnel
TOFU                MOFU
Aligning Content With The Funnel




                          @drelevance | relevance.com
BUSINESSES
     SOLVE
 PROBLEMS




   @drelevance | relevance.com
CONSUMERS
   DEMAND
 SOLUTIONS




   @drelevance | relevance.com
CONTENT is
the SOLUTION
VESSEL




               @drelevance | relevance.com
Our Job?

   MATCH
PROBLEMS to
 SOLUTIONS


              @drelevance | relevance.com
Our Job?


FILL the VESSEL



              @drelevance | relevance.com
Our Job?




           @drelevance | relevance.com
BUT HOW?




           @drelevance | relevance.com
SALES   FUNNEL


          @drelevance | relevance.com
TOFU


       MOFU

BOFU


          @drelevance | relevance.com
TOP of the FUNNEL

         People seeking to be
   empowered with the knowledge
(content) to solve their own problems.




                           @drelevance | relevance.com
MIDDLE of the FUNNEL

People willing to overcome high or
multiple barriers to consumption in
     order to consume content
  – due to trust or perceived value


                           @drelevance | relevance.com
BOTTOM of the FUNNEL

People seeking knowledge (content)
  in order to decide who will solve
          their problems.




                         @drelevance | relevance.com
LOOK to the
PAST FIRST




              @drelevance | relevance.com
No Past? Use. . .
BARRIERS to CONSUMPTION




                         @drelevance | relevance.com
PRIVACY




     @drelevance | relevance.com
@drelevance | relevance.com
@drelevance | relevance.com
TIME



 @drelevance | relevance.com
@drelevance | relevance.com
@drelevance | relevance.com
MOFU



       @drelevance | relevance.com
WORK

       @drelevance | relevance.com
@drelevance | relevance.com
@drelevance | relevance.com
MOFU




 @drelevance | relevance.com
MONEY




        @drelevance | relevance.com
@drelevance | relevance.com
MOFU

@drelevance | relevance.com
@drelevance | relevance.com
BOFU
   @drelevance | relevance.com
TOPIC



 @drelevance | relevance.com
@drelevance | relevance.com
TOFU


       @drelevance | relevance.com
INBOX


 @drelevance | relevance.com
INBOX


 @drelevance | relevance.com
MOFU

  @drelevance | relevance.com
BARRIERS to CONSUMPTION


   1. Privacy   4. Money
   2. Time      5. Topic
   3. Work      6. Inbox



                     @drelevance | relevance.com
How Do You Overcome
BARRIERS to CONSUMPTION?




                     @drelevance | relevance.com
TRUST and/or
PERCEIVED VALUE
through NURTURING




                    @drelevance | relevance.com
Questions?




             @drelevance | relevance.com

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Aligning Online Content with the Sales Funnel