8. Content Strategy to Draw People Down the Funnel 7 SUSPECT: Just Browsing, Attract Me PROSPECT: Learning More LEAD: Interested Nurture & Engage Different depth & value of content at each stage Different willingness to share personal data at each stage
9. Content for Suspects Just Browsing, Attract Me … Draw them in with optimized & FREE content Blog Posts Short Videos Fun Testimonials Any Short Form Content Other 8
10. Content for Prospects I’m Learning More, Help me Research? Give mid-weight content, for the price of ‘staying in touch’ Get an email address … Tips Checklists Curated list of ‘best blogs’ Low touch tools (graders) Contests Other 9
11. Content for Leads Interested, Help Solve my Problem … Remarkable content or offers, in return for details (full form) eBooks & White Papers Webinars 30-Minute assessments Free Trials Demo Request / RFP Other 10
18. Inbound Experiment Instructions continued Start one free trial (instructions on sheet) Build Landing Page for: Prospect Oriented Content Offer Lead Oriented Content Offer Get team mate or Kirsten to complete forms Report Out on Offers & Landing Pages Kirsten to gather Portal IDs to display on screen What did you learn? How did you think about types of content offers Share your examples What did people agree / disagree on in terms of free content