SlideShare a Scribd company logo
1 of 42
Download to read offline
Creating Content that
Drives the Entire
Consumer Lifecycle
Rebecca Corliss
Marketing, HubSpot
Rebecca

Corliss
@repcor
Marketing
Manager at
HubSpot
Creating Content that Drives the Entire Consumer Lifecycle
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
1
CONTENT’S ROLE IN
MARKETING
Inbound
marketing is a
fundamental shift
in how we relate
to potential
customers
PULL
EARNED
ATTRACT

VS.
Email
PUSH
INTERRUPT
BEG

7
Creating Content that Drives the Entire Consumer Lifecycle
Creating Content that Drives the Entire Consumer Lifecycle
Creating Content that Drives the Entire Consumer Lifecycle
Creating Content that Drives the Entire Consumer Lifecycle
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
2
DIFFERENT STAGES OF
THE MARKETING FUNNEL
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
Information
Investigator

Familiar
Peruser

Somewhat
Intrigued
Consumer

Product
Investigator

1

Goal: Visit
your website &
subscribe.

2

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

3

Goal: Consume
some product
information

4

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
3

MAPPING CONTENT TO GUIDE
PROSPECTS THROUGH THE FUNNEL
Information
Investigator

1

Familiar
Peruser

2

Somewhat
Intrigued
Consumer

3

Product
Investigator

4
Information
Investigator

1

Familiar
Peruser

2

Somewhat
Intrigued
Consumer

3

Product
Investigator

4

Goal: Visit
your website &
subscribe.
Blog Content

25
Creative/Informative Video

26
Information
Investigator

1

Familiar
Peruser

2

Somewhat
Intrigued
Consumer

3

Product
Investigator

4

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

28
Webinar with Signup

29
Information
Investigator

1

Familiar
Peruser

2

Somewhat
Intrigued
Consumer

3

Product
Investigator

4

Goal: Consume
some product
information
Presentation with Product
Examples

31
Case Study and Examples

32
Information
Investigator

1

Familiar
Peruser

2

Somewhat
Intrigued
Consumer

3

Product
Investigator

4

Goal: Display
interest in your
product.
Product Demo

34
Services Overview

35
Information
Investigator

Familiar
Peruser

Somewhat
Intrigued
Consumer

Product
Investigator

1
2
3

Blog Posts

Ebook
Download

How-to Preso
with Product
Mentions

Software
Demo

4

Goal: Visit
your website &
subscribe.

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

Goal: Consume
some product
information

Goal: Display
interest in your
product.
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
4
CREATE A CONTENT
PLAN
Exercise #5 – Create Your Own
Content Stage Map

39
THANK
YOU
Rebecca

Corliss
@repcor
HANDOUT

41
Stage 1

Stage 2

Stage 3

Stage 4

1

Content 1

Goal / Desired
Action #1

2

Content 2

Goal / Desired
Action #2

3

Content 3
Goal / Desired
Action #3

Content 4

4

Goal / Desired
Action #4

More Related Content

Similar to Creating Content that Drives the Entire Consumer Lifecycle

6-Step Process of Inbound Marketing.
 6-Step Process of Inbound Marketing.  6-Step Process of Inbound Marketing.
6-Step Process of Inbound Marketing. Lumos POS
 
7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...
7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...
7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...Resonance Content Marketing
 
Which Types of Content Suits Your Marketing?
Which Types of Content Suits Your Marketing?Which Types of Content Suits Your Marketing?
Which Types of Content Suits Your Marketing?Myspeedhub
 
How to generate leads and build brand using LinkedIn Sponsored Updates
How to generate leads and build brand using LinkedIn Sponsored Updates How to generate leads and build brand using LinkedIn Sponsored Updates
How to generate leads and build brand using LinkedIn Sponsored Updates LinkedIn Europe
 
How to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing CampaignHow to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing CampaignVIEO Design
 
Content Marketing Strategic Workshop Presentation
Content Marketing Strategic Workshop PresentationContent Marketing Strategic Workshop Presentation
Content Marketing Strategic Workshop PresentationLinkedIn Canada
 
How HubSpot Measures Its Marketing Content
How HubSpot Measures Its Marketing Content How HubSpot Measures Its Marketing Content
How HubSpot Measures Its Marketing Content Pamela Vaughan
 
Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13
Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13
Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13HubSpot
 
Inbound marketing strategy
Inbound marketing strategyInbound marketing strategy
Inbound marketing strategyMeritxell Garcia
 
How To Use Chatbots and Content to Engage and Convert Leads
How To Use Chatbots and Content to Engage and Convert LeadsHow To Use Chatbots and Content to Engage and Convert Leads
How To Use Chatbots and Content to Engage and Convert LeadsInfluence and Co.
 
Content Marketing Basics: Ohio Farm Bureau
Content Marketing Basics: Ohio Farm BureauContent Marketing Basics: Ohio Farm Bureau
Content Marketing Basics: Ohio Farm BureauJoe Vargo
 
the-indian-marketers-guide-to-content-marketing
the-indian-marketers-guide-to-content-marketingthe-indian-marketers-guide-to-content-marketing
the-indian-marketers-guide-to-content-marketingPunita Parekh
 
Personalize Your Buyer's Experience Using Sales and Marketing
Personalize Your Buyer's Experience Using Sales and Marketing Personalize Your Buyer's Experience Using Sales and Marketing
Personalize Your Buyer's Experience Using Sales and Marketing HubSpot
 
HubSpot Dublin Talk Series: Building a Sales Machine
HubSpot Dublin Talk Series: Building a Sales MachineHubSpot Dublin Talk Series: Building a Sales Machine
HubSpot Dublin Talk Series: Building a Sales MachineSophie Higgs
 
Content marketing workshop
Content marketing workshopContent marketing workshop
Content marketing workshopLisa Enckell
 
How Aberdeen Asset Management create awareness and generate sales leads on Li...
How Aberdeen Asset Management create awareness and generate sales leads on Li...How Aberdeen Asset Management create awareness and generate sales leads on Li...
How Aberdeen Asset Management create awareness and generate sales leads on Li...LinkedIn Europe
 
Social Lead Generation Tools & Techniques
Social Lead Generation Tools & TechniquesSocial Lead Generation Tools & Techniques
Social Lead Generation Tools & Techniquesugurus
 
Lorna Elmslie, Dimensional Imaging -Marketing a High Tech Start Up
Lorna Elmslie, Dimensional Imaging  -Marketing a High Tech Start UpLorna Elmslie, Dimensional Imaging  -Marketing a High Tech Start Up
Lorna Elmslie, Dimensional Imaging -Marketing a High Tech Start UpAlbaInnovationCentre
 

Similar to Creating Content that Drives the Entire Consumer Lifecycle (20)

6-Step Process of Inbound Marketing.
 6-Step Process of Inbound Marketing.  6-Step Process of Inbound Marketing.
6-Step Process of Inbound Marketing.
 
7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...
7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...
7 Things You Didn't Know You Knew About Inbound Marketing (And If You Didn't,...
 
Which Types of Content Suits Your Marketing?
Which Types of Content Suits Your Marketing?Which Types of Content Suits Your Marketing?
Which Types of Content Suits Your Marketing?
 
How to generate leads and build brand using LinkedIn Sponsored Updates
How to generate leads and build brand using LinkedIn Sponsored Updates How to generate leads and build brand using LinkedIn Sponsored Updates
How to generate leads and build brand using LinkedIn Sponsored Updates
 
How to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing CampaignHow to Create an Effective Inbound Marketing Campaign
How to Create an Effective Inbound Marketing Campaign
 
Basics of Killer Content Marketing
Basics of Killer Content MarketingBasics of Killer Content Marketing
Basics of Killer Content Marketing
 
Content Marketing Strategic Workshop Presentation
Content Marketing Strategic Workshop PresentationContent Marketing Strategic Workshop Presentation
Content Marketing Strategic Workshop Presentation
 
How HubSpot Measures Its Marketing Content
How HubSpot Measures Its Marketing Content How HubSpot Measures Its Marketing Content
How HubSpot Measures Its Marketing Content
 
Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13
Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13
Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13
 
Social Media Marketing
Social Media Marketing Social Media Marketing
Social Media Marketing
 
Inbound marketing strategy
Inbound marketing strategyInbound marketing strategy
Inbound marketing strategy
 
How To Use Chatbots and Content to Engage and Convert Leads
How To Use Chatbots and Content to Engage and Convert LeadsHow To Use Chatbots and Content to Engage and Convert Leads
How To Use Chatbots and Content to Engage and Convert Leads
 
Content Marketing Basics: Ohio Farm Bureau
Content Marketing Basics: Ohio Farm BureauContent Marketing Basics: Ohio Farm Bureau
Content Marketing Basics: Ohio Farm Bureau
 
the-indian-marketers-guide-to-content-marketing
the-indian-marketers-guide-to-content-marketingthe-indian-marketers-guide-to-content-marketing
the-indian-marketers-guide-to-content-marketing
 
Personalize Your Buyer's Experience Using Sales and Marketing
Personalize Your Buyer's Experience Using Sales and Marketing Personalize Your Buyer's Experience Using Sales and Marketing
Personalize Your Buyer's Experience Using Sales and Marketing
 
HubSpot Dublin Talk Series: Building a Sales Machine
HubSpot Dublin Talk Series: Building a Sales MachineHubSpot Dublin Talk Series: Building a Sales Machine
HubSpot Dublin Talk Series: Building a Sales Machine
 
Content marketing workshop
Content marketing workshopContent marketing workshop
Content marketing workshop
 
How Aberdeen Asset Management create awareness and generate sales leads on Li...
How Aberdeen Asset Management create awareness and generate sales leads on Li...How Aberdeen Asset Management create awareness and generate sales leads on Li...
How Aberdeen Asset Management create awareness and generate sales leads on Li...
 
Social Lead Generation Tools & Techniques
Social Lead Generation Tools & TechniquesSocial Lead Generation Tools & Techniques
Social Lead Generation Tools & Techniques
 
Lorna Elmslie, Dimensional Imaging -Marketing a High Tech Start Up
Lorna Elmslie, Dimensional Imaging  -Marketing a High Tech Start UpLorna Elmslie, Dimensional Imaging  -Marketing a High Tech Start Up
Lorna Elmslie, Dimensional Imaging -Marketing a High Tech Start Up
 

Recently uploaded

"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"Theoda Metcalf
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"Theoda Metcalf
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsVbout.com
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalorekapsesrishti
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Jomer Gregorio
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...SoftrickSolutions
 
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHWHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHSara Moccand-Sayegh
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaAsh Nallawalla
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...ivypcsoseo
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfDawn Anderson MSc DigM
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Accountcashapp
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfoliogfrank8020
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxelizabethella096
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAEasiyahanif9977
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023Social Samosa
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotDimosMichailidis1
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Resultspratikpriyadarshi222
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO PredictionsSearch Engine Journal
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energyquruxshamso21
 

Recently uploaded (20)

"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More Deals
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalore
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...
 
Reliv Opportunity Slides US
Reliv Opportunity Slides USReliv Opportunity Slides US
Reliv Opportunity Slides US
 
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPHWHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
WHY E-COMMERCE BRANDS MUST PAY MORE ATTENTION TO THE GOOGLE KNOWLEDGE GRAPH
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash Nallawalla
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdf
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Account
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptx
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpot
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Results
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energy
 

Creating Content that Drives the Entire Consumer Lifecycle

Editor's Notes

  1. Welcome!
  2. Introduce MyselfIntroduce yourself, Company, Role in marketing, current experience in content (if you care to share)
  3. 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.
  4. “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.
  5. 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.
  6. Content example 1 – blog contentNeed it fills – answers a question.
  7. Content example 2 – in depth content behind a formNeed it fills: Instructional, helpful actionable information
  8. Content example 3 - Free open – case study contentNeed it fills: People wondering “if this product is right for me”
  9. 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.
  10. Don’t know you yet.Generally looking for information or to answer a question
  11. -Have read your content more than once-Know you as a brand-You don’t know THEM yet
  12. -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
  13. -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
  14. Imagine that goal you set, what stages do your prospects take to get to that goal.
  15. ACtIVITY:At each point, ask folks who the person waswhat you might want them to do in order to get to the next stage.
  16. 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.
  17. What is a piece of content that you could use?
  18. What is a piece of content that you could use?
  19. What is a piece of content that you could use?
  20. What is a piece of content that you could use?