This document discusses content marketing and repurposing for lead generation. It explains that creating content to solve users' problems can help them develop a liking for your brand. It also describes the marketing funnel of TOFU, MOFU and BOFU stages and how content should address each stage. An example is given of creating content about different types of coffee for each funnel stage to generate leads for a coffee maker company. The document also explains how content repurposing across different mediums can help reach more potential customers and establish your brand as providing valuable information.

1. Content Marketing and
Repurposing for lead
generation
Name - Vijay Poriya
Student id - 153277199

2. Relevant
Information is a
rare commodity
on the Internet
• When you create content for solving the
problem of your user, you can expect
them to develop a liking towards your
brand.
• Content marketing is marketing a
product or service through online value-
adding content especially blogposts.
• When a user google searches a
problem, they choose what they want
from the first page of the results.
• Rarely, people visit the second page for
the results.

3. Here’s what a
marketing funnel
looks like:
• You need to generate content for all the three stages of the funnel
• Each company can have a set percentage dedicated to each stage. Ideally, a
company should focus on TOFU more than BOFU to solve customer
problems rather than just providing information about their company.

4. Example
• Let’s assume you sell a ABC coffee maker online. Here’s how your content
in the funnel will look like:
• TOFU – What are different types of coffees found around the country?
• MOFU – What types of coffee makers can make different kinds of coffee?
• BOFU – How to use all features of ABC coffee makers?

5. How does it work?
When a customer searches for a query online and finds your content, you are initiating a conversation
with them.
Although the conversation is one way, there is a chance that if customer has any kinds of doubts or
queries in your content, they will leave a comment on it. This way you can establish a channel to generate
leads.
Once the lead is in the funnel, you try to connect with them through different mediums.
Most brands try and ask for a social media handle or email address of the lead to further develop
engagement from them.

6. Content repurposing
• It is a strategy of using the
same content on a different
medium to get better reach
for your content.

7. Content marketing+ Conent repurposing = A
lead-generating combo
• When you create and repurpose content effectively, you can not only reach out to
more consumers with relevant information but you also establish that your brand
cares about providing value to the customers.
• As marketing technology is evolving, we will see nothing but the rise of content
marketing in the coming decade.