90 Second Content Marketing Lessons

Prospective customers ready to do research and evaluation have an identified need or a problem to solve. If the Awareness effort has done its job, the prospect will remember your company might have an appropriate solution. Now they want to figure out if your company’s solution is worthy of further investigation, and how your solution compares to what other companies have to offer.

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I use a simple sales funnel for my business. There are only 4 levels: Awareness, Research, Purchase, and Retention. In this lesson I'll tell you how the Awareness level is used and give you some ideas about the type of content you might use there. In subsequent lessons I'll do the same for the other sales funnel levels.


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The last lesson talked about why publishers should use illustrations in blog postings and newsletter articles. This lesson explains how to use common resources and tools, like Powerpoint, to get the illustrations ready to publish.

Illustrations in blog posts, newsletters, and social networks serve a number of purposes:

• They attract attention
• They quickly communicate the topic
• They make the post more sharable

This lesson tells why I use illustrations so much and where I get them.

We haven’t really talked about what to do with lead scores after you’ve gone to the trouble to set up the mechanism to compile them. That’s what this lesson is about. The whole idea of scoring leads is to be able to tell when a prospect has likely advanced to the next level of the buying cycle.

This lesson continues with the topic of lead scoring. Included is a list of lead actions one might want to track and suggested point values for them.

Lead scores can have a couple of different components. This lesson discusses demographic components of a lead score. The following lesson will cover how contact activity contributes to a lead score.

This lesson is the introduction to lead scoring - the practice that allows you to put all the demographic and tracking data you're accumulating about customers to work. Lead scores separate the fully engaged prospects from the mildly interested, allowing you to follow-up with the most likely buyers. More details about lead scoring are coming in the next few lessons.

We’ve all probably read stories about companies with huge mailing lists and had pangs of inadequacy. Of all the things we can measure, particularly in the email communications world, list size seems to be the statistic with the greatest emotional hold on us.

How can you really tell what is working when a good portion of your file never reacts to ANYTHING you send? You can’t.

Once you’ve done a great job at consistently reinforcing the value of your company and its products, then you need to start creating some content that will give your engaged prospects some reasons to buy.

 

This is the time to point out the factors distinguishing your product or company from other choices available in the market.