A GUIDE TO DIGITAL LITERACY.

3.1. Developing content for marketing.

1. Perfect Content Marketing is Full Funnel
   I know this is Marketing 101 stuff, but stick with me for just a second before I
   get into the more advanced content marketing concepts we’ll be covering.
   For an ice-cold prospect to become a customer, they will need to travel
   through three stages:
   The 3 stages all prospects go through on their way to becoming a customer
   Chapter 02: Develop1. Awareness – The prospect must first become aware that there is a problem
   and that YOU or your organization have a solution for it. (This is where your
   blog excels.)
   2. Evaluation – Those who move through the Awareness Stage must
   now evaluate the various choices available to them, including your
   competitor’s solutions and, of course, taking no action at all to solve the
   problem.
   3. Conversion – Those that move through the Evaluation Stage are now at
   the moment of truth—purchase. At DigitalMarketer, our goal at this stage is
   to convert leads into frequent and high-ticket buyers.
   A cold prospect cannot evaluate your solution until they are first aware of the
   problem and your solution. And conversion is impossible until the prospect
   has first evaluated the possible courses of action.
   To move a prospect through a marketing funnel, you need to give them
   content specifically designed to satisfy their needs at each of the three stages.
   In other words…
   • They need content at the top of the funnel (TOFU) that
   facilitates awareness.
   • They need content in the middle of the funnel (MOFU) that facilitates
   evaluation.
   • They need content at the bottom of the funnel (BOFU) that facilitates
   conversion.
   Make sense?
   Blogs are fantastic facilitators of awareness, but they do a poor job
   of facilitating evaluation and conversion. And, at the risk of pointing out
   the obvious, evaluation and conversion are super critical to your business.
   To move prospects through the middle (MOFU) and bottom of the funnel
   (BOFU) you’ll need other content types.