Not all content should be treated equally
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I love being fair and equal. I love it so much that it makes my partner crazy. I think that if you are an able human being you should pull your fair weight. But, one thing that I have learned is that it's actually better if the person with the best skill set does the task at hand. It makes the whole process more efficient. The same thing applies to content in your marketing funnel. There are a time and a place for awareness content, and conversion content and closing content. Here is a quick summary of types of content and where they belong in the B2B marketing funnel.
Awareness Content
- blog posts
- podcasts
- thought leadership articles in industry magazines
- funny informational videos
- infographics
- checklists
- tradeshow stuff (banners, handouts, brand message)
Conversion Content
- Call scripts (follow up to awareness content)
- Webinars
- Tradeshow stuff (in-person demo meetings/trainings)
- White papers
- Product overview videos or demos
- Customer testimonials
Closing Content
- Competitor benefit sheets
- Product feature checklists
- Pricing overviews
- implementation or support details
- Tradeshow stuff (customer meetings
- customer testimonials
I certainly didn't capture every little piece of content that I've created in my lifetime as a marketer, and I'm curious what you all would place where.
