Special Report - Inbound Marketing: The 4 Stages of Engagement
Answer the question: "Why should I care?"
Middle-of-the-funnel content is more difficult to think about and to build into specific layers. But at the "consideration" stage, a specific offer probably isn't swaying potential customers' decisions one way or another. It's a time when they're weighing the differences in all of their options, so things like product comparisons are critical. What are the five things that make your products and services stand out over your competitors? Can you build that into some kind of an easy-to-remember infographic?
Answer the question: "Why should I buy?"
3. Decision-Making and Purchase
Now you're getting to the point where offers and follow-up start making a whole lot more sense. You've interested your prospect, and now it's time to nurture that interest with rich content that answers very specific questions. For example, if you run a pool and spa store in New England, now is the time to start layering in content about why it's important to have your pool serviced prior to Memorial Day, and bolster that content with a specific offer for a service.
Answer the question: "Why should I buy now?"
This is often the most challenging part of the content funnel: Identifying the types of content relevant to customers six to nine months post-purchase, when they may not be in the market for products or services, but you want content to keep them engaged with you.
At this stage, marketers can use newsletter content on general interest topics (such as recipes, workout tips and lifestyle articles) that a customer who isn't in the market for a product or service would be interested in reading. If customers receive a newsletter with a regular cadence and don't feel like they are inundated with marketing messages when they open it, they will be more likely to read it and stay engaged with the brand, even between purchases.