The New World of Content Marketing: Delivering the Right Content to the Right Consumer at the Right Time in the Right Place
The new world of content
Delivering the right content, to the right
consumer, at the right time, in the right place
Lindsay Lyons: Global Content Marketing
Atul Singh: Global Media Innovation
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Source: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level
January 2015, Forrester Research, Inc.
Situation Analysis: We have to be everywhere, all the time
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Document your north star: content strategy
Who are you
targeting & what
do you know about
What do you want
them to think, feel
or do after reading
How are you going
to achieve your
goal through your
8 Dell - Restricted - Confidential
9 Dell - Restricted - Confidential
Cookie is dropped, and contact
moves to “Stage 2”
Awareness/discover level content
based on target segment (e.g.
Did contact click on frame 2 - 4 to download security asset?
Retargeted stage 1 and Dell.com
contacts are now served educate
level content (e.g.
Assets which the contact has downloaded will be
removed from pool on offer in Stage 2
Did contact engage with Stage 2 content?
Contact will continue to be
offered “Stage 1” content
Did contact complete and submit
Contact will continue to be targeted
by stage 2 content until form
Did contact complete and submit form?