CONTENT CREATIONBUYING STAGES

• Sales • Marketing • Public Relations

www.lauradunkley.com

Building content to support various stages of the buying cycle

Who are you?

What do you do?

Is there a problem?

How can you help?

Website Content Photos Blogs (written + graphic) Videos (Corporate story) White Papers Articles on Industry News / Trends Infographics Presentation Slides (Slideshare)

Public Relations Customer Stories Press Releases CSR Stories

Advertising Print Brochure (Corporate Overview) Ads Web Banners

AWARENESS & EDUCATION

Who needs it?

What problem will it solve?

Who is using this & what results have they had?

Blogs (written + graphic) Videos (How To’s & Best Practices) White Papers ebook buyers guides Podcasts Webinars Independent (3rd Party) articles Infographics Presentation Slides (Slideshare)

Public Relations Case Studies Testimonials Events

Advertising Print Brochures (solutions) Ads Web Banners

INTEREST ESTABLISHEDAw

aren

ess &

Educ

atio

n

Blogs (written + graphic) Demos White Papers (Checklist) Technical Data (Analyst Reports) Product & Service Comparisons Podcasts Webinars Infographics Presentation Slides (Slideshare) Newsletters

Public Relations Case Studies Testimonials Seminars

Advertising Print Brochures (fact sheets)

Building a Business Case

What are the consequences of NOT having this?

What are my options?

Technical Details?

Cost? ROI?

Inte

rest

Esta

blish

ed

Awar

enes

s & Ed

ucat

ion

Inte

rest

Esta

blish

edBu

ildin

g a Bu

sines

s Cas

eTopic Sheets White Papers (Product) Manuals / User Guides Installation Guides Competitive Intelligence Tutorials (Video) ROI Measurements Presentations (Slides, Video, Hand-outs) Price Lists RFP Template Newsletters

Public Relations Case Studies Testimonials Corporate Marketing (Fact Sheet, Profile, References, Backgrounder)

DECISION to BUY

Why are you better than the competition?

History of customer satisfaction?

Match all requirements?

Awar

enes

s & Ed

ucat

ion

Deci

sion t

o Buy

Unaw

are

Inte

rest

Esta

blish

edPr

oble

m Ac

know

ledg

edBlog Newsletters New Product / Feature Releases Implementation Best Practices User Guides / Manuals Online Forum Tutorials (Video) Loyalty Club

Public Relations Case Studies Events Seminars User Conferences

Returning Customer

How can you make this an amazing customer experience? (purchase + user)

Will your customers become your best sales people?

Ambassador, Loyalty

PURCHASEVendor & Product Comparison

Expert & Peer Validation

INTEREST ESTABLISHEDIndustry & Product Neutral information

EDUCATION

Buying Stages > Content Creation >

Awar

enes

s &

Educ

atio

n

Inte

rest

Esta

blish

ed

Prob

lem

Ackn

owle

dged

Deci

sion t

o Buy

Retu

rnin

g Cus

tom

er

CONTENT CREATION STRATEGIES

SUPPORT YOUR CUSTOMER THROUGH VARIOUS STAGES of the BUYING CYCLE

www.lauradunkley.com

• Know your Customer - Present & Future • Know their Needs • Solve their Problems • Be a resource beyond selling • Build relationships

Strategic Communications to Build your Business in a Modern Digital Age

www.lauradunkley.com/contactCONTACT

SUBSCRIBE www.lauradunkley.com/blog