Funnel Stage Strategies
How do you strategize for funnel stage? Turns out there are contradictory opinions out there:
Everything Should Fit: In this SEJ article, Kristi Hines offers 5 tips to improve your content strategy and number 2 is this: “Make Sure Everything Fits Into Your Sales Funnel.”
VS.
Don’t Create for the Funnel: On the other hand, Ashley Lewin argues that creating content for funnel stage at all is a huge miss. Instead, she simplifies it to this: “Create content for your audience, not your funnel.”
My take: Ashley Lewin’s urge is more about mindset shift than demonizing the funnel. If we strategize for the funnel alone, content gets... forced. Like we’re trying to build a linear journey that isn’t linear at all. Ever.
So what she’s getting at is that we shouldn’t prioritize based on what we need someone to do but instead focus on what they would actually benefit from consuming.
I’m on board with that, but, as mentioned above, I do think your product messaging and story should be prioritized, even if they begin to iterate as you create more and more for your audience.
Sales-led B2B SaaS Content Types
If you’re a sales-led B2B SaaS company, Erin Balsa thinks you need to publish these 4 types of content:
Check out her LinkedIn post on the topic for how she defines them and why you need them.
Are You An End-To-End Marketer?
“The best marketers can take projects from vision to execution.”
Wes Kao offers 19 ways to become an end-to-end marketer in this Tweet.
Discovered via Growth Marketer Weekly.
Email Acronyms And Marketing CTAs
We stumbled upon 2 legit marketing resources this week that you might want to bookmark.
Automation Vs. The Human Touch
Can marketing automation feel authentic, or is it hurting relationships at scale? The CMI team set up an experiment and came up with a 3-step approach to automate the mundane but prioritize the human touch:
Andrew Davis writes about the experiment here.
Discovered via Social Media Today.
Influencer Marketing Considerations
Thinking of hiring an influencer? Factors you’ll want to consider:
Want to reach more people with your content? Karl Yeh suggests that instead of creating weekly blog posts, you should create several short form videos and distribute those first.
Allison Loehman uses a master reporting doc to measure demand generation with the following 6 pillar tabs:
Learn how they’re organized and why in her LinkedIn post.
“Most of us are so focused on publishing new content that we neglect the content we already have.”
Sound familiar? Joshua Hardwick explains how to do a content audit step-by-step here.
LinkedIn Marketing Tips From LinkedIn
Newsflash: LinkedIn can be used organically for demand gen.
Here are some success tips I’ve seen shared lately:
Nick Bennet and his coworkers did a little LinkedIn experiment... and figured out they could generate revenue without talking about their company. Check out the results here.
Posting consistently is key. Justin Simon explains how you can batch create content in 5 steps.
