How to Stretch Content Across the Funnel
Everyone has different preferences when it comes to consuming content. The same person’s preferences might even change based on what day it is, what time it is, what device they’re using, or any number of unpredictable factors.
As a result, B2B marketers are challenged to produce content in a variety of formats in order to appeal to the widest possible range of audiences.
Of course, creating even a single piece of content can be time-consuming. But if you consider each asset you produce as part of a larger package, you can easily stretch that individual piece of content into multiple assets that fit all stages of the funnel.
Here’s an example of how one report sparked the creation of many more assets to support prospects all the way through the funnel:
Early stage
- Highlights video: B2B Content Marketing Spotlight Report
- Blog post: Generate more leads with a variety of content formats
Middle stage
- Webinar roundtable: B2B Content Marketing Trends – Survey Results and Analysis
- Download: B2B Content Marketing Spotlight Report
Late stage
Other ideas could include infographics, briefs, or video case studies. It’s important to produce a mix of static and dynamic content, but rich media assets like webinars and videos play a particularly important role in nurturing prospects down the funnel.
Learn more about this topic in next week’s webinar: The Power of Narrative: Separate Your Content from the Pack.
