1.
@uberflip @DougallShannon

2.
@uberflip @DougallShannon
What if there's a reason
why a heart...

3.
@uberflip @DougallShannon
Looks kind of like a Funnel!

4.
@uberflip @DougallShannon
When only 30% of B2B content marketers
believe they know what they’re doing...
[source:CMI]

5.
@uberflip @DougallShannon
Maybe it's time to stop looking
for customers to hear your
product pitch...

6.
@uberflip @DougallShannon
...and spread the love across
your funnel—with Content!

7.
@uberflip @DougallShannon
You see, content marketing
isn’t ALL about “picking up”
customers.

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.
@uberflip @DougallShannon
THE DATING

10.
@uberflip @DougallShannon
BRINGING
HER HOME
(for more than one night)

11.
@uberflip @DougallShannon
TYING
HER DOWN
(not literally)

12.
@uberflip @DougallShannon
THE
PROPOSAL

13.
@uberflip @DougallShannon
TYING THE KNOT

14.
@uberflip @DougallShannon
KEEPING THE
ROMANCE

15.
@uberflip @DougallShannon
Now why am I telling you
about the steps to finding love
when we’re talking content
marketing?

16.
@uberflip @DougallShannon
You see, content marketing
isn’t ALL about “picking up”
customers.

17.
@uberflip @DougallShannon
Content unlocks the door
to real relationships with
your customers-to-be.

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.
@uberflip @DougallShannon
Find out what your customers
love and make it your gift
to them.

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.
@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.
@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.
@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.
@uberflip @DougallShannon
But for those who
are ready to commit,
you'll need to get
more intimate...

25.
@uberflip @DougallShannon
…NOT LIKE THAT

26.
@uberflip @DougallShannon
Help Sales get more personal with:
Product demos
Sales enablement content
Targeted content libraries

27.
@uberflip @DougallShannon
So your sales team can
strike the right chord
with your prospects...

28.
@uberflip @DougallShannon
...to set up the big proposal!

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.
@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.
@uberflip @DougallShannon
[Source: Harvard Business Review]
Because even a 5% increase
in customer retention can boost
profits by 25 to 95%
WHY?

32.
@uberflip @DougallShannon
Customer acquisition,
like love,
doesn't always happen
the way you expect.

33.
@uberflip @DougallShannon
Customers
can come from
anywhere.
That’s what
inbound marketing
is all about.
[Blog posts, SEO, website, social media.]

34.
@uberflip @DougallShannon
Some were longtime
Admirers of your blog.

35.
@uberflip @DougallShannon
Others were actively
searching for a solution
like yours.

36.
@uberflip @DougallShannon
Many would never have given
you the time of day. Until
they saw your case study.

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.