So at the end of the last lecture, we were starting to I kind of concluded that last  lecture by talking about different content at different points on the marketing  funnel, and that's where we start getting into this concept of segmentation. So  when you take a look at some of the assets that you have on this page here,  different articles that ModCloth has published in different channels at the top of  the funnel, what do you know about reading this particular article? And again, as I'm taping this and I'm looking at this. Some of the text is really small on here,  but what I can make out is that there's a couple of this is the context of these  articles is they're aimed at people who are planning a wedding at some point in  the future. On this particular one we're looking at people who are looking at  dates and rates in the middle of the funnel for a camping experience or  Salesforce demo. At the bottom of the funnel, you're dealing with a bunch of  different content here that's related to implementing or working with or using  Salesforce. So wouldn't it be incredible? Wouldn't it be incredible if ModCloth,  during that particular experience of going through that could make readers an  offer that you see here on the screen? In other words, you got a catalog page,  and what size dress do you need to have, what color you know, what all that  kind of information. Wouldn't it be incredible if Cedarwood can make visitors to a specific date page, this specific offer here, register now and so you kind of enter  in a position to capture people while they're interested. So why wouldn't it?  Wouldn't it be incredible if Salesforce could make an offer to people who are  watching videos and how to implement and use Salesforce? And the whole  context here is that, as I've been delivering a lot of this material, it's been kind of like isolated tips, isolated pieces of information, but really what you're seeing  illustrated here is the whole strategy laid out for you. You have on the left hand  column, you have all the different channels that you can be or a few of the  different channels that you could be publishing information to. And then you see  how people kind of move around through that marketing funnel, and they're  interacting with different pieces of content, different types of content, till finally  they get to a point where they have a specific offer and they either react by  calling you on the phone, or they fill out a form online and place an order online  and process a credit card payment, all that stuff. And so this is very much a  process of pulling different pieces of information together that are relevant to  specific points on that journey path towards taking people from an awareness  stage all the way through placing an order. That's what content marketing is  about. So again, this is powerful stuff. When you start making things relevant to  where they are on that customer journey, this is powerful. So what are some of  the terminology that content marketing people use? You can kind of refer to your content as being top of the funnel, middle of the funnel, or bottom of the funnel,  and you can see the funnel on the right hand side with some of the different  relevant topics for each of those particular points on the funnel, some of the  metrics that we talk about in content marketing, how we measure things, how 

we measure success. You want to talk about traffic to your website. You want to  talk about the amount of social sharing that's going on. And again, this happens  to be a portion of a screenshot that comes out of Google Analytics that will tell  you exactly what your metrics are looking like for traffic and social sharing to  your website. At the middle of the funnel, what you want to spend time  measuring is your conversion rates on these lead forms. For example, how  many people are asking you for more information? How many people might be  calling you up for more information? So you want to measure conversion rates,  and at the bottom of the funnel, you want to measure the conversions from  asking, from people who are actually interacting with you to people who have  actually placed the order. You've actually closed the sale. So what if 100 people  have asked you for more information, they've taken that next step that you've  identified for them, and you had 100 people that have done that? How many of  those 100 people actually placed an order. So that kind of brings us to the end  of our whole series about content marketing and how it doesn't talk about the  editorial aspect of it, but we spent a lot of time explaining how content marketing influences the marketing process from beginning to end throughout the whole  marketing campaign that you're generating online. Thanks for watching, and  we'll see in our next module. 



Last modified: Tuesday, April 1, 2025, 12:33 PM