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May2014 Marketing guide #Contentmarketing


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Key Concepts for matching your Content to the sales funnel.

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May2014 Marketing guide #Contentmarketing

  1. 1. Copyright ©2014 WSI | All rights reserved | Each WSI business is independently owned and operated. MARKETING GUIDE May 2014 KEY CONCEPTS FOR TO THE SALES FUNNEL MATCHING YOUR CONTENT WSI is the world leader in digital marketing and we’re equipped to implement a full suite of internet solutions. But, of course, we’ll work with you to determine which strategies are best-suited to accomplish your business goals. For more information, get in touch with your local WSI Consultant Sharon Herrnstein at or 416-564-1863. www. D R O P U S A L I N E , W E ’ D L O V E T O H E L P . Before you create an editorial calendar for your company’s content marketing strategy, we have one (extremely) important tip: match your content to the sales funnel! The proverbial sales funnel is a nifty visual for the system whereby you turn prospects into leads, and then into customers. For the sake of this Marketing Guide, we’re going to discuss 3 basic tiers to the funnel: Awareness, Research, and Purchase. These are 3 very different steps that prospects take before becoming your customer and as such, they are all interested in different types of content. Below, we’re taking a closer look at each tier in the funnel, suggested content types, and how each aligns to your ultimate goal: making a sale! AWARENESS RESEARCH PURCHASE FUNNEL TIER 1: CONTENT TYPES: REASONS WHY: Awareness Blog posts, social media updates or shares, infographics, press releases, newsletters, emails At this first tier, your goal is to make sure that your prospects are aware that your company even exists. These types of content are the best for establishing your knowledge, generating interest and gaining a following. FUNNEL TIER 2: CONTENT TYPES: REASONS WHY: Research Whitepapers, eBooks, webinars, how-to videos, presentations Naturally, prospects need time to decide if making a purchase is the best option. Take this opportunity in the funnel to help educate them, establish yourself as an industry authority, and illustrate why your product or service is the best in the biz. FUNNEL TIER 3: CONTENT TYPES: REASONS WHY: Purchase Brochures, case studies, sales sheets, product demo videos As your prospect arrives at the decision that your product/service is the right choice, help usher them through the final steps. These types of content will provide them with a clear picture of options available to them, such as special offers, packages and prices.