Creating the Right Type of Content for Your Marketing Automation Campaigns
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Transcript of Creating the Right Type of Content for Your Marketing Automation Campaigns
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New Content for a New Tool: Creating the RIGHT type of content for your marketing automation campaignsFrom Marketing Automation For Dummies by Mathew Sweezey
It Works.
![Page 2: Creating the Right Type of Content for Your Marketing Automation Campaigns](https://reader033.fdocuments.in/reader033/viewer/2022051817/5482080ab4af9f820d8b468c/html5/thumbnails/2.jpg)
MAXIMIZE the use of your marketing automation tool.Understand people’s relationship to your content & design content as it relates to your lead lifecycle.
It Works.
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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
It Works.
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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.
It Works.
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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.
It Works.
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Design content as it relates to your lead life cycle
It Works.
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It Works.
Early-Stage Leads
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Early-stage leads do not:
It Works.
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
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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:
It Works.
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It Works.
Mid-Stage Leads
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Mid-stage cycle leads have: A problem
A pain point
A solution
It Works.
Mid-stage cycle leads do not have:
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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
It Works.
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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
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Late-Stage Leads
It Works.
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Late-stage leads:
Your goal = get on the short list of vendors.
It Works.
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Good forms of content for late-stage leads:Blog posts comparing you with other vendors
Buyers’ guides
Sample RFPs
It Works.
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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.
It Works.
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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
It Works.
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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!
It Works.
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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
It Works.