Creating Content that Drives the Entire Consumer Lifecycle
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This document discusses creating content to guide consumers through the marketing funnel. It introduces 4 stages of the marketing funnel: 1) Information Investigator, 2) Familiar Peruser, 3) Somewhat Intrigued Consumer, 4) Product Investigator. The document provides exercises to help map content like blog posts, videos, and product demos to each stage to encourage consumers to progress to the next stage's goal or desired action. The goal is to create a content plan that fulfills consumers' needs at each stage and moves them closer to purchase.
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Creating Content that Drives the Entire Consumer Lifecycle
- 1. Creating Content that Drives the Entire Consumer Lifecycle Rebecca Corliss Marketing, HubSpot
- 4. What Are We Learning? 1 Content’s Role in Marketing 2 Different Stages of the Marketing Funnel 3 Mapping Content to Guide Prospects Through the Funnel 4 Create a Content Plan
- 6. Inbound marketing is a fundamental shift in how we relate to potential customers
- 12. Exercise #1 – Remembering Remarkable Content Think of a piece of content that you liked: Why did you like it? What need did it serve for you? 12
- 13. 2 DIFFERENT STAGES OF THE MARKETING FUNNEL
- 14. 1 2 3 4
- 19. Exercise #2 – Build Your Marketing Funnel Stages What stages do your prospects go through to get to point of purchase? 19
- 20. Information Investigator Familiar Peruser Somewhat Intrigued Consumer Product Investigator 1 Goal: Visit your website & subscribe. 2 Goal: Fill out a form & “unveil” himself. 3 Goal: Consume some product information 4 Goal: Display interest in your product.
- 21. Exercise #3 – Create a Path to Guide Prospects Through Those Stages What action does a prospect need to take at each stage to guide him to the next stage? 21
- 22. 3 MAPPING CONTENT TO GUIDE PROSPECTS THROUGH THE FUNNEL
- 23. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4
- 24. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Visit your website & subscribe.
- 25. Blog Content 25
- 27. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Fill out a form & “unveil” himself.
- 28. Ebook Behind a Form 28
- 32. Case Study and Examples 32
- 33. Information Investigator 1 Familiar Peruser 2 Somewhat Intrigued Consumer 3 Product Investigator 4 Goal: Display interest in your product.
- 34. Product Demo 34
- 36. Information Investigator Familiar Peruser Somewhat Intrigued Consumer Product Investigator 1 2 3 Blog Posts Ebook Download How-to Preso with Product Mentions Software Demo 4 Goal: Visit your website & subscribe. Goal: Fill out a form & “unveil” himself. Goal: Consume some product information Goal: Display interest in your product.
- 37. Exercise #4 – Choose Your Strategic Content Part 1: What do people in your stages you developed need? What is important to them? Part 2: What content can you build that fulfills that need and also encourages the action you want them to take? 37
- 39. Exercise #5 – Create Your Own Content Stage Map 39
- 41. HANDOUT 41
- 42. Stage 1 Stage 2 Stage 3 Stage 4 1 Content 1 Goal / Desired Action #1 2 Content 2 Goal / Desired Action #2 3 Content 3 Goal / Desired Action #3 Content 4 4 Goal / Desired Action #4
Editor's Notes
- Welcome!
- Introduce MyselfIntroduce yourself, Company, Role in marketing, current experience in content (if you care to share)
- 1. Excerise: Write down your marketing goal. This is going to drive all the exercises of the presentation. (Few people can give an example of their goal)For me – generate sales-ready leads for my customers.
- “HubSpot Keynote” will be replaced with the name of your trackquestion: should HubSpot be lowercase. Tactical things – more action oriented. Maybe take out some of the “explaining” -- get to the point. 40 mins only.
- Consumers are different – they drive the marketing process 1) they investigate content when they want it and 2) block on marketing messages they don’t want.
- Content example 1 – blog contentNeed it fills – answers a question.
- Content example 2 – in depth content behind a formNeed it fills: Instructional, helpful actionable information
- Content example 3 - Free open – case study contentNeed it fills: People wondering “if this product is right for me”
- Who is familiar with the marketing funnel? What somewhat likes, needs, and their closeness to your product changes as you go through the funnel. Your goal is as someone progresses through the funnel, the person is more familiar with your product and generally develop a need.
- Don’t know you yet.Generally looking for information or to answer a question
- -Have read your content more than once-Know you as a brand-You don’t know THEM yet
- -Have unveiled themselves, maybe via a form.-Most likely know who you are, what your product is, what it does-Strong relationship with your company
- -Interested in learning about your product or service-In B2B world, we’d call that person a warm lead-Someone we’d love to get on the phone with and try to sell
- Imagine that goal you set, what stages do your prospects take to get to that goal.
- ACtIVITY:At each point, ask folks who the person waswhat you might want them to do in order to get to the next stage.
- Now that we know what stages the person goes through, and what action we want someone to take at each stage, let’s discuss what type of content we can create at each stage that will influence that action.
- What is a piece of content that you could use?
- What is a piece of content that you could use?
- What is a piece of content that you could use?
- What is a piece of content that you could use?