New Content for a New Tool: Creating the RIGHT type of content for your marketing automation campaignsFrom Marketing Automation For Dummies by Mathew Sweezey

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MAXIMIZE the use of your marketing automation tool.Understand people’s relationship to your content & design content as it relates to your lead lifecycle.

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Understanding the relationship to your content

Customers engage with two types of content:1. Problem-solving content in the buyer’s funnel

2. Content for professional development or entertainment

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1. Problem-solving content in the buyer’s funnel

Within the buyer’s journey (funnel) people look for content to help them solve a problem.

You need to make sure to send the correct content at the correct time.

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2. Content for professional development or entertainment

Consumed on a daily basis and is not a signal of a buying process

Most people consume the same amount of professional development and/or entertainment on a daily basis.

Examples: blogs you read every day or the Twitter followers you listen to daily.

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Design content as it relates to your lead life cycle

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Early-Stage Leads

Early-stage leads do not:

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Need to hear from your sales team

Need to be prompted for a demo

Want to read your press release

Create content to help leads be better at their jobs

Blog posts focused on how to identify a problem

How-to articles

Short video clips

Your goal = build a relationship, not sell

Good forms of content for early-stage leads:

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Mid-Stage Leads

Mid-stage cycle leads have: A problem

A pain point

A solution

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Mid-stage cycle leads do not have:

Buyers in the mid-stage do not typically have the budget, authority, or timeline to purchase.

Content should: Help explain options to solve their issue

Show substantial social proof

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The goal for mid-stage content is to help people identify the way to solve their pain as well as to get their team to buy in.

Good forms of content for mid-stage leads:

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Blog posts focused on how to solve the pain points

Webinars featuring client success stories

Case studies

Late-Stage Leads

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Late-stage leads:

Your goal = get on the short list of vendors.

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Good forms of content for late-stage leads:Blog posts comparing you with other vendors

Buyers’ guides

Sample RFPs

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Sales Leads

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Sales leads in the salespeople’s hands still need content.

Usually sales sends directly, but you need to create it.

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Good forms of content for sales leads:Blog posts on achievements

Case studies (can be the same ones used for mid-stage leads)

One-page sales sheets

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If you can understand the people’s relationship to your content & design content as it relates to each stage of the lead cycle

YOU CAN CLOSEMORE SALES!

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Marketing Automation For Dummies by Mathew Sweezey, Marketing Automation Evangelist for Salesforce

Pick up a copy today! www.dummies.com/buy/9781118772225

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