GTM360 develops the right type of content for each stage of the sales funnel.

The Big Content Marketing Misconception

Contrary to the popular narrative, Content Marketing is not marketing of content but marketing of your products or services with content.

Agencies who don’t get the plot will tell you to market content when they should be marketing your product or service.

All Content Is Not Equal

The key to getting the plot is to recognize that all content is not equal. Different stages of the sales funnel have different attributes and imperatives. Accordingly, the messaging that works at one stage does not work at another stage. It’s like a guy who doesn’t have a headache – he’s obviously not going to be interested in the pros and cons of Crocin versus Dispirin.

In sales, you sometimes need an an ice-breaker to start a conversation and, at other times, you need a customer testimonial to nudge a prospect to sign on the dotted line.

It’s also important to recognize that a prospect who has expressed prior interest in your product or service will be happy to read your detailed feature list or capability document whereas a prospect who hasn’t heard of you before won’t have the motivation for that.

GTM360 gets the plot and develops the right type of content to help you win at each stage of the sales funnel. See GTM360 Marketing Collateral Library for samples of our content.

Activities in the CONTENT phase include

• Prepare email flyer and microsite
• Spec canned demos or PoCs
• Prepare keyword set and online ad copy
• Prepare Telescript, Voicemail script and Gatekeeper script
• Objections & rebuttals

Once the content is ready, we proceed to the CAMPAIGN phase.

SUCCESS STORIES

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