Creating Content that Drives the Entire Consumer Lifecycle

Rebecca CorlissMarketing, HubSpot

RebeccaCorliss

Marketing Manager at HubSpot

@repcor

What Are We Learning?

Different Stages of the Marketing Funnel

3

2

Create a Content Plan4

Mapping Content to Guide Prospects Through the Funnel

Content’s Role in Marketing1

CONTENT’S ROLE IN MARKETING

1

 Inbound

marketing is a fundamental shift in how we relate

to potentialcustomers

PUSHINTERRUPT

BEG

Email

VS.

7

PULLEARNEDATTRACT

Exercise #1 – Remembering Remarkable Content

Think of a piece of content that you liked:

Why did you like it? What need did it serve for you?

12

DIFFERENT STAGES OF THE MARKETING FUNNEL

2

1

2

3

4

1. Information Investigator

2. Familiar Peruser

3. Somewhat Intrigued Consumer

4. Product Investigator

Exercise #2 – Build Your Marketing Funnel Stages

What stages do your prospects go through to get to point of purchase?

19

1

2

3

4

Information Investigator

FamiliarPeruser

Somewhat Intrigued Consumer

Product Investigator

Goal: Visit your website & subscribe.

Goal: Fill out a form & “unveil” himself.

Goal: Consume some product information

Goal: Display interest in your product.

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

MAPPING CONTENT TO GUIDE PROSPECTS THROUGH THE FUNNEL

3

1

2

3

4

Information Investigator

FamiliarPeruser

Somewhat Intrigued Consumer

Product Investigator

1

2

3

4

Information Investigator

FamiliarPeruser

Somewhat Intrigued Consumer

Product Investigator

Goal: Visit your website & subscribe.

Blog Content

25

Creative/Informative Video

26

1

2

3

4

Information Investigator

FamiliarPeruser

Somewhat Intrigued Consumer

Product Investigator

Goal: Fill out a form & “unveil” himself.

Ebook Behind a Form

28

Webinar with Signup

29

1

2

3

4

Information Investigator

FamiliarPeruser

Somewhat Intrigued Consumer

Product Investigator

Goal: Consume some product information

Presentation with Product Examples

31

Case Study and Examples

32

1

2

3

4

Information Investigator

FamiliarPeruser

Somewhat Intrigued Consumer

Product Investigator

Goal: Display interest in your product.

Product Demo

34

Services Overview

35

1Information Investigator

Goal: Visit your website & subscribe.

Blog Posts

2FamiliarPeruser

Goal: Fill out a form & “unveil” himself.

Ebook Download

3Somewhat Intrigued Consumer

Goal: Consume some product information

How-to Preso with Product Mentions

4Product Investigator

Goal: Display interest in your product.

Software Demo

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

CREATE A CONTENT PLAN

4

Exercise #5 – Create Your Own Content Stage Map

39

THANKYOU

RebeccaCorliss@repcor

HANDOUT

41

1Stage 1 Goal / Desired Action #1

Content 1

2Stage 2 Content 2

3Stage 3 Content 3

4Stage 4

Content 4

Goal / Desired Action #2

Goal / Desired Action #3

Goal / Desired Action #4