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Back to Basics: The B2B Marketing Funnel

One question we get a lot from clients and prospects is, “What kinds of content do we need to create?”

Many B2B companies have a tendency to focus on early-stage awareness building content. While early-stage content is certainly important to reach and connect with your vast universe of potential prospects, failure to develop marketing content for the consideration, conversion and loyalty stages will result in prospects stalling early in the funnel.

To effectively advance prospects through the funnel, you must develop content that speaks to your different target personas in each of these critical stages.

Below we’ve outlined some content that is effective at each stage of the funnel. Be sure to personalize your content and outreach strategies for each persona at each stage so your message resonates and engages.

Mapping Marketing Content to Your Funnel

Stage: Awareness

Goal: Education/Lead Generation

  • White Papers
  • Infographics
  • Blog Posts
  • Overview Videos
  • Role-Based Brochures
  • Case Studies

Stage: Consideration

Goal: Lead Nurturing

  • White Papers
  • Case Studies
  • Blog Posts
  • Product/Service Specific Videos
  • Webinars
  • Media Articles
  • e-Books
  • Demos
  • Testimonials
  • Fact Sheets/FAQs

Stage: Conversion

Goal: Purchase

  • Demos
  • Testimonials
  • Analyst Reports
  • Case Studies
  • Webinars
  • Fact Sheets/FAQs

Stage: Loyalty

Goal: Relationship Management

  • Newsletters
  • C-Level Communication
  • Press Releases
  • Social Media

Of course this is a simplified version of the marketing funnel and just a sampling of the possible marketing and sales content. To explore your options for content creation and strategic marketing, contact us online or call us at 877-887-7611.

About the Author:

Brian Shilling
Brian is a Branding & Digital Marketing Director with experience leading diverse teams of marketers and designers in strategic marketing, content creation, and crafting comprehensive messaging and positioning platforms for our healthcare and tech clients. To learn more about Brian's experiences and qualifications, visit our Meet Our Executive Team page.

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