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@DougallShannon

@uberflip

@DougallShannon

What if there's a reasonwhy a heart...

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Looks kind of like a Funnel!

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@DougallShannon

When only 30% of B2B content marketers

believe they know what they’re doing...

[source:CMI]

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@DougallShannon

Maybe it's time to stop lookingfor customers to hear yourproduct pitch...

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@DougallShannon

...and spread the love acrossyour funnel—with Content!

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@DougallShannon

You see, content marketingisn’t ALL about “picking up”customers.

 

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@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!

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THE DATING

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BRINGING HER HOME (for more than one night)

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TYINGHER DOWN(not literally)

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THE PROPOSAL

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TYING THE KNOT

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KEEPING THEROMANCE

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

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@DougallShannon

You see, content marketingisn’t ALL about “picking up”customers.

 

@uberflip

@DougallShannon

Content unlocks the doorto real relationships withyour customers-to-be.

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@DougallShannon

That’s why you can’t affordto neglect content that:

Raises awarenessReaches relevant audiencesRomances visitors intosubscribers and leads

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Find out what your customers love and make it your giftto them.

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@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.

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@DougallShannon

But to become the brand that's running through your prospect's mind, you'll need

to generate demand for your product.

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@DougallShannon

You also need content that addressesproblems that your product solves.Don't be shy about showing how with:

WebinarsWhitepapers VideosCase Studies

Capture the attention of qualified leads and romance them with nurture campaigns!

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Not everyone will commitas 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]

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But for those whoare ready to commit,you'll need to getmore intimate...

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…NOT LIKE THAT

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@DougallShannon

Help Sales get more personal with:

Product demos Sales enablement contentTargeted content libraries

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@DougallShannon

So your sales team canstrike the right chordwith your prospects...

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@DougallShannon

...to set up the big proposal!

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@DougallShannon

But content marketing doesn’t endwith customer acquisition.

You need to be there foryour customers —in sickness and in wealth.

@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.

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[Source: Harvard Business Review]

Because even a 5% increasein customer retention can boost

profits by 25 to 95%

WHY?

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Customer acquisition, like love,

doesn't always happenthe way you expect.

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Customerscan come from

anywhere.

That’s whatinbound marketing

is all about.

[Blog posts, SEO, website, social media.]

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Some were longtimeAdmirers of your blog.

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Others were actively searching for a solutionlike yours.

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@DougallShannon

Many would never have givenyou the time of day. Untilthey saw your case study.

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@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.