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The Content Marketing Funnel of Love


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In honor of Valentine's Day in February, this SlideShare explores love (and all that it entails) as a metaphor for the sales funnel. The long journey a customer takes up to purchase is kind of like the path one takes to meet their mate.

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The Content Marketing Funnel of Love

  1. 1. @uberflip @DougallShannon
  2. 2. @uberflip @DougallShannon What if there's a reason why a heart...
  3. 3. @uberflip @DougallShannon Looks kind of like a Funnel!
  4. 4. @uberflip @DougallShannon When only 30% of B2B content marketers believe they know what they’re doing... [source:CMI]
  5. 5. @uberflip @DougallShannon Maybe it's time to stop looking for customers to hear your product pitch...
  6. 6. @uberflip @DougallShannon ...and spread the love across your funnel—with Content!
  7. 7. @uberflip @DougallShannon You see, content marketing isn’t ALL about “picking up” customers.
  8. 8. @uberflip @DougallShannon As I think about the long journey a customer takes and the importance of the right content at every step I’m reminded of the path one takes to meet their mate!
  9. 9. @uberflip @DougallShannon THE DATING
  10. 10. @uberflip @DougallShannon BRINGING HER HOME (for more than one night)
  11. 11. @uberflip @DougallShannon TYING HER DOWN (not literally)
  12. 12. @uberflip @DougallShannon THE PROPOSAL
  13. 13. @uberflip @DougallShannon TYING THE KNOT
  14. 14. @uberflip @DougallShannon KEEPING THE ROMANCE
  15. 15. @uberflip @DougallShannon Now why am I telling you about the steps to finding love when we’re talking content marketing?
  16. 16. @uberflip @DougallShannon You see, content marketing isn’t ALL about “picking up” customers.
  17. 17. @uberflip @DougallShannon Content unlocks the door to real relationships with your customers-to-be.
  18. 18. @uberflip @DougallShannon That’s why you can’t afford to neglect content that: Raises awareness Reaches relevant audiences Romances visitors into subscribers and leads
  19. 19. @uberflip @DougallShannon Find out what your customers love and make it your gift to them.
  20. 20. @uberflip @DougallShannon And don't forget to ask them out again with a Call-to-Action that's in the right place, at the right time.
  21. 21. @uberflip @DougallShannon But to become the brand that's running through your prospect's mind, you'll need to generate demand for your product.
  22. 22. @uberflip @DougallShannon You also need content that addresses problems that your product solves. Don't be shy about showing how with: Webinars Whitepapers Videos Case Studies Capture the attention of qualified leads and romance them with nurture campaigns!
  23. 23. @uberflip @DougallShannon Not everyone will commit as a customer. That’s ok. Maybe they’ve got a friend? 84% of B2B decision makers start the journey with referrals, after all [source: Influitive]
  24. 24. @uberflip @DougallShannon But for those who are ready to commit, you'll need to get more intimate...
  25. 25. @uberflip @DougallShannon …NOT LIKE THAT
  26. 26. @uberflip @DougallShannon Help Sales get more personal with: Product demos Sales enablement content Targeted content libraries
  27. 27. @uberflip @DougallShannon So your sales team can strike the right chord with your prospects...
  28. 28. @uberflip @DougallShannon set up the big proposal!
  29. 29. @uberflip @DougallShannon But content marketing doesn’t end with customer acquisition. You need to be there for your customers — in sickness and in wealth.
  30. 30. @uberflip @DougallShannon Content marketing for customer retention is just as important: Knowledge Bases help your customers with self-service product education. Webinars let you coach customers to see greater returns on their investment. Advocate Marketing involves your community, encourages user-generated content and makes customers feel like part of your brand.
  31. 31. @uberflip @DougallShannon [Source: Harvard Business Review] Because even a 5% increase in customer retention can boost profits by 25 to 95% WHY?
  32. 32. @uberflip @DougallShannon Customer acquisition, like love, doesn't always happen the way you expect.
  33. 33. @uberflip @DougallShannon Customers can come from anywhere. That’s what inbound marketing is all about. [Blog posts, SEO, website, social media.]
  34. 34. @uberflip @DougallShannon Some were longtime Admirers of your blog.
  35. 35. @uberflip @DougallShannon Others were actively searching for a solution like yours.
  36. 36. @uberflip @DougallShannon Many would never have given you the time of day. Until they saw your case study.
  37. 37. @uberflip @DougallShannon Your customers may all be on different journeys, but if you create content for your entire funnel and beyond, you'll find each other somewhere in the Funnel of Love.