May 09, 2019

Example Content Types And Metrics For 6 Stages Of Your Funnel

by Stijn Hendrikse

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 buyers journey (or customer journey, as the cycle really never ends).

Awareness

Goals: Thought Leadership and Engagement

Types: Blog Posts, Infographics, Educational Videos, Online Ads, Press Releases

Metrics: Referral Traffic, Social Shares, Channel Engagement, Downloads

Investigation

Goals: Lead Acquisition, Lead Qualification

Types: Whitepapers, eBooks, Webinar, Landing Pages, Events

Metrics: Registrations, Downloads, New Leads, Lead Attribution

Comparison

Goals: Lead Qualification, Lead Flow

Types: Emails, Case Studies, Video Testimonials

Metrics: Opens, Click-Throughs, Downloads, Conversion Attribution

Consideration

Goals: Equip Sales Team, Build Consensus

Types: Brochures, Fact Sheets, Demo Videos, Presentations

Metrics: Content Usage, Downloads, Open, Conversion Attribution

Purchase

Goals: Confirm Value, Define Next Steps

Types: Onboarding Materials, Presentations, Emails

Metrics: Content Usage, Downloads, Revenue Attribution

Ownership

Goals: Onboard, Ensure Success

Types: Blog Posts, Infographics, Educational Videos, Online Ads, Press Releases

Metrics: Downloads, Opens, Content Usage, Online Engagement

Stijn Hendrikse

After 15 years of experience in the Software Marketing Industry, Stijn adopted the SaaS model to launch Kalungi, a SaaS Chief Marketing Officer blog where he shares best practices. This supports his work as a CMO Consultant with Chief Outsiders.

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