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Content Marketing Updated on: Jul 9, 2023

B2B content marketing funnel

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Content needs to support every stage of your funnel. It helps educate your prospects and help them make decisions. Here are the metrics and content types that I believe can support the various stages of the buyer's journey (or customer journey, as the cycle really never ends).

1. Awareness

Goals: Thought leadership and engagement

Content types: Blog posts, infographics, educational videos, online ads, press releases

Metrics: Referral traffic, social shares, channel engagement, downloads

2. Investigation

Goals: Lead acquisition, lead qualification

Content types: Whitepapers, eBooks, webinar, landing pages, events

Metrics: Registrations, downloads, new leads, lead attribution

3. Comparison

Goals: Lead qualification, lead flow

Content types: Emails, case studies, video testimonials

Metrics: Opens, click-throughs, downloads, conversion attribution

4. Consideration

Goals: Equip sales team, build consensus

Content types: Brochures, fact sheets, demo videos, presentations

Metrics: Content usage, downloads, open, conversion attribution

5. Purchase

Goals: Confirm value, define next steps

Content types: Onboarding materials, presentations, emails

Metrics: Content usage, downloads, revenue attribution

6. Ownership

Goals: Onboard, ensure success

Content types: Blog posts, infographics, educational videos, online ads, press releases

Metrics: Downloads, opens, content usage, online engagement

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