Which Type of
Content Do You Need?

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

Yes

Be sure to MAINTAIN your discovery content efforts, while checking tosee if other areas of the journeyneed more attention.

Consider:

  • Blog Articles - 2-4X/month
  • Social Media - Ongoing

No

You need content to BOOST
Brand Discovery.

Consider:

  • Long SEO blogs
  • Published Articles
  • Thought Leadership Campaigns
  • Social Media
  • Postcards / Direct Mail
  • Email Nurturing
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2 | Is Your Website Generating Enough Leads? Do You Have Both Ungated Content &
Top-of-Funnel Gated Content So Prospects Can Start Their Buying Analysis?

Yes

Congrats! You have masteredtop-of-funnel content. Keep upthe great work.

Consider:

  • Blog Articles - 2-4X/month
  • New Gated Content - 1X/quarter

No

You need content to
BOOST Brand Discovery.

Consider:

  • Blog Articles - 2-4X/month
  • 2-3 Top-of-Funnel Gated Offers - buying guides, white papers,infographics and decision trees all work well to increase lead generation.

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

yes

Be sure to MAINTAIN your discovery content efforts, while checking to
see if other areas of the journey
need more attention.

Consider:

  • Case Studies
  • Testimonials
  • Success Stats

NO

You are failing to differentiate your company as the top choice. Mid-funnel content can help!

Consider:

  • Case Studies
  • Testimonials
  • Success Stats
  • Road Maps
  • Sales Deck / Collateral Updates
  • Email Nurturing Campaigns
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4 | Is Your Customer Retention Rate High Enough?

YES

Well done! You are engaging and delighting your customers. Continueto frequently provide value.

Consider:

  • Blog Articles
  • E-Newsletters
  • Risk Management Guides
  • Safety Tips
  • Quarterly Progress Report

NO

Your customers may not feelengaged and connected, or likethey’re receiving year-round value.

Consider:

  • Onboarding Guide / Onboarding
  • Emails
  • Blog articles
  • E-Newsletters
  • Safety Tips
  • Risk Management GuidesQuarterly
  • Progress Report
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