Which Types of
Content Do You Need?

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1 | Are Customers Finding You Online? Is Your Web Traffic Sufficient?

Yes

Continue to MAINTAIN
brand discovery content.

Consider:

  • Blog Articles - 2-8X/month
  • Social Media - Ongoing
  • New Ungated Resource - 1X/quarter

No

You need content to BOOST
Brand Discovery.

Consider:

  • Long Articles and FAQ's to Support SEO
  • Standard Articles to Fuel Thought Leadership
  • Social Media
  • Postcards / Direct Mail
  • Outbound Email Sequences
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2 | Is Your Website Generating Enough Leads?
Are You Inspiring Prospects to Learn More?

Yes

Continue to engage your prospects
and use content to support
their buying journey.

Consider:

  • New Articles - 2-8X/month
  • New Gated Content - 1X/quarter

No

Find new ways to
engage prospects.

Consider:

  • New Articles - 2-8X/month
  • New Top-of-Funnel Gated Offers - buying guides, white papers, infographics and decision trees - 1X/month
  • Promoting offers via social media, email and direct mail

3 | Is Your Close Rate High Enough?
Are Prospects Becoming Buyers Or Are They Choosing Your Competitors?

yes

Continue to educate and instill confidence in your brand.

Consider:

  • Case Studies
  • Testimonials
  • Success Stats
  • Use Cases

NO

Focus on differentiating your
company as the top choice.

Consider:

  • Case Studies
  • Testimonials
  • Success Stats
  • Road Maps
  • Sales Deck / Collateral Updates
  • Email Nurturing Campaigns
  • Campaigns-In-A Box for distribution channels
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4 | Is Your Customer Retention Rate High Enough?

YES

Well done! You are impressing your customers. Continue to provide value.

Consider:

  • Blog Articles
  • E-Newsletters
  • Risk Management Guides
  • Safety Tips
  • Quarterly Progress Reports
  • New Product, Service or Feature Updates

NO

Your customers may not feel engaged and connected. Focus on raising awareness of the value you provide.

Consider:

  • Onboarding Guides
  • Thought Leadership and "How To" Articles
  • E-Newsletters
  • Safety Tips
  • Risk Management Guides
  • Progress Reports
  • New Product, Service or Feature Updates
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