Example content types and metrics for 6 stages of your funnel

Content needs to support every stage of your funnel. It helps educate your prospects, and help them make decisions. Here are the metrics and content types that I believe can support the various stages of the buyers journey (or customer journey, as the cycle really never ends).

Awareness

  • Goals: Thought Leadership and Engagement

  • Types: Blog Posts, Infographics, Educational Videos, Online Ads, Press Releases

  • Metrics: Referral Traffic, Social Shares, Channel Engagement, Downloads

Investigation

  • Goals: Lead Acquisition, Lead Qualification

  • Types: Whitepapers, eBooks, Webinar, Landing Pages, Events

  • Metrics: Registrations, Downloads, New Leads, Lead Attribution

Comparison

  • Goals: Lead Qualification, Lead Flow

  • Types: Emails, Case Studies, Video Testimonials

  • Metrics: Opens, Click-Throughs, Downloads, Conversion Attribution

Consideration

  • Goals: Equip Sales Team, Build Consensus

  • Types: Brochures, Fact Sheets, Demo Videos, Presentations

  • Metrics: Content Usage, Downloads, Open, Conversion Attribution

Purchase

  • Goals: Confirm Value, Define Next Steps

  • Types: Onboarding Materials, Presentations, Emails

  • Metrics: Content Usage, Downloads, Revenue Attribution

Ownership

  • Goals: Onboard, Ensure Success

  • Types: Blog Posts, Infographics, Educational Videos, Online Ads, Press Releases

  • Metrics: Downloads, Opens, Content Usage, Online Engagement