content strategies for buying stages
TRANSCRIPT
CONTENT CREATIONBUYING STAGES
• Sales • Marketing • Public Relations
www.lauradunkley.com
Building content to support various stages of the buying cycle
Who are you?
What do you do?
Is there a problem?
How can you help?
Website Content Photos Blogs (written + graphic) Videos (Corporate story) White Papers Articles on Industry News / Trends Infographics Presentation Slides (Slideshare)
Public Relations Customer Stories Press Releases CSR Stories
Advertising Print Brochure (Corporate Overview) Ads Web Banners
AWARENESS & EDUCATION
Who needs it?
What problem will it solve?
Who is using this & what results have they had?
Blogs (written + graphic) Videos (How To’s & Best Practices) White Papers ebook buyers guides Podcasts Webinars Independent (3rd Party) articles Infographics Presentation Slides (Slideshare)
Public Relations Case Studies Testimonials Events
Advertising Print Brochures (solutions) Ads Web Banners
INTEREST ESTABLISHEDAw
aren
ess &
Educ
atio
n
Blogs (written + graphic) Demos White Papers (Checklist) Technical Data (Analyst Reports) Product & Service Comparisons Podcasts Webinars Infographics Presentation Slides (Slideshare) Newsletters
Public Relations Case Studies Testimonials Seminars
Advertising Print Brochures (fact sheets)
Building a Business Case
What are the consequences of NOT having this?
What are my options?
Technical Details?
Cost? ROI?
Inte
rest
Esta
blish
ed
Awar
enes
s & Ed
ucat
ion
Inte
rest
Esta
blish
edBu
ildin
g a Bu
sines
s Cas
eTopic Sheets White Papers (Product) Manuals / User Guides Installation Guides Competitive Intelligence Tutorials (Video) ROI Measurements Presentations (Slides, Video, Hand-outs) Price Lists RFP Template Newsletters
Public Relations Case Studies Testimonials Corporate Marketing (Fact Sheet, Profile, References, Backgrounder)
DECISION to BUY
Why are you better than the competition?
History of customer satisfaction?
Match all requirements?
Awar
enes
s & Ed
ucat
ion
Deci
sion t
o Buy
Unaw
are
Inte
rest
Esta
blish
edPr
oble
m Ac
know
ledg
edBlog Newsletters New Product / Feature Releases Implementation Best Practices User Guides / Manuals Online Forum Tutorials (Video) Loyalty Club
Public Relations Case Studies Events Seminars User Conferences
Returning Customer
How can you make this an amazing customer experience? (purchase + user)
Will your customers become your best sales people?
Ambassador, Loyalty
PURCHASEVendor & Product Comparison
Expert & Peer Validation
INTEREST ESTABLISHEDIndustry & Product Neutral information
EDUCATION
Buying Stages > Content Creation >
Awar
enes
s &
Educ
atio
n
Inte
rest
Esta
blish
ed
Prob
lem
Ackn
owle
dged
Deci
sion t
o Buy
Retu
rnin
g Cus
tom
er
CONTENT CREATION STRATEGIES
SUPPORT YOUR CUSTOMER THROUGH VARIOUS STAGES of the BUYING CYCLE
www.lauradunkley.com
• Know your Customer - Present & Future • Know their Needs • Solve their Problems • Be a resource beyond selling • Build relationships
Strategic Communications to Build your Business in a Modern Digital Age
www.lauradunkley.com/contactCONTACT
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