Video Transcript: Content Marketing Management Part two

So welcome back to part two of our lecture, or our module on content marketing, and we're going to continue how our discussion on how the different parts of the  marketing funnel relate to the types of content that you generate. So let's focus  

start by focusing on the top of the funnel, and you'll notice that you have  different types of places here, digitally, other and even print media or direct mail  or whatever, that will start to generate places where people can become aware  of what it is that you're doing. So Whole Foods does a blog, Birch Box. Birchbox  does YouTube channels. For example, they generate videos of what they're  doing for beauty type products, Sam cart podcasts that generate product  awareness. So these are all different places where companies can utilize assets that they create to actually get people started on their path down through a  marketing funnel. The goal in the middle of the funnel. Then once you have  generate done things to generate awareness. The goal in the middle of the  marketing funnel is really to generate leads. This is where you kind of do things  that take all the people who are aware of you, and you get them to stand up or  take some sort of action to generate leads that you can follow up on at a later  point right away to generate sales. So we're going to focus for a moment in the  middle of the funnel. And some of the things that you might do here in the  context of content marketing is generating educational resources, useful  webinars, different PDFs that they could download, software downloads,  discounts, coupons, quizzes, surveys, all that kind of stuff is what you would do  here at this point in time. And the theory here is that people who are engaging  with you at this level, on any one of these items, are people that are generally  have more than just a passing interest in what it is you're talking about, or what  you're doing or what you have available to get leads, typically, you need some  sort of a lead magnet. And lead magnets, as I explained in previous lectures,  can be anything from white papers, PDF documents, case studies, specialized  reports. In this particular case, you got a white paper here from Cloud margin  that generates leads simply by making this available on the internet in exchange for getting your email address. Discount offer from Kate Spade generates leads,  and you can see the pop up that comes up over the website says you get 15%  off, plus free shipping if you give us your information. The LASIK info kit from  King LASIK generates leads simply by putting this document out there. So you  got questions, we've got answers. Download this free LASIK info kit and video  series, catalog from Ikea generates leads. And one thing that I might mention  here is that the more expensive your offer is going to be at the end of the day,  like LASIK surgery, you notice that they were talking about downloading a info  kit and video series this because LASIK is not an inexpensive process. You're  probably talking at least several $1,000 to have this done. Therefore you need to have a higher level, a higher quality and a greater quantity of information  available for somebody that's really serious about having LASIK done at some  point in the future. Whereas, if you're selling makeup or beauty aids, that kind of 

stuff, the threshold of information that you need to provide is going to be quite a  bit lower than you would need to have for something like LASIK surgery. catalog  from Ikea that generates leads. And then at the bottom of the funnel, the whole  objective is taking people who have expressed some sort of interest have  engaged with this content that you made available and the resources that you  made available in the last in the previous section, and take them and make your  offer available and do the kind of button pushing that you need to do to get them to actually place the order and close the sale. So let. Take just a moment, and  we'll take a look at some of the different things that happen at the bottom of this  simple funnel that we've been talking about. Some of the things, some of the  techniques that you can try at this point are a hands on demo, free for 13 or 14  days, or free for a month. Kind of a thing you can do, customer stories, customer testimonials. This is what I had to deal with before I had lasik surgery. And after  while I had the process. Here's what happened. Here's what you can expect and my recovery amounted to this that or whatever comparisons chart, charts where  you can show the features and benefits of your particular product or service  relative other products and services, spec sheets, case studies, webinars,  recorded events, mini classes, whatever seems To fit for whatever you need to  get accomplished to close the sale. And again, this is going to vary from one  product to the next based on cost and complexity of the product that you're  offering. This dishwasher demo from Whirlpool closes sales, you can kind of  read through that at your leisure. Customer Success Stories, for example. This  is very powerful stuff. Customer Success Stories from Salesforce. Another  customer story, for example, that closes deals where they talk about, you know,  their experience, what they're all about, etc. Comparison sheet, it shows the all  the features and benefits that you have, but the other people may not have.  Content assists people in the movement, or assists businesses in the movement of potential customers and clients from one stage of that funnel to the next. And  we in this particular module about content marketing, we've been dealing with a  very simple funnel of three steps, top, middle and bottom, but it also will work in  the context of that customer value journey diagram that we've dealt with  throughout this entire course. Content is different for and whether you deal with  a simple funnel like we've had or the more extensive, tightly defined customer  value diagram that we've had before, the content at each point is going to be  different based on their level of interest, based on their awareness, based on  their level of excitement about who you are and what you're doing. So that's  more information about content. And when we come back next time, we're going to wrap up the whole the whole lecture about content marketing. We'll see you  next time.