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Identify opportunities to repurpose content
When it comes to a content marketing strategy, there are many different components to consider, but one thing is certain, content must be created for each stage of the buyer¡¯s journey. One way to do this is to consider the two primary types of content, ungated and gated content.
Ungated content is content that is not behind a website form and is easily accessible to all site visitors. While much of this content is still valuable, it usually acts as the first touchpoint for prospects.
Examples of Ungated Content
Blogs
Infographics
Newsletters
Gated content is content that is behind a form and requires the site visitor to submit information about themselves to access the piece of content. This is a useful way to capture important information about your target audience. Gated content also plays a large part in lead generation and indicates individuals are interested in your content assets and overall company beyond what they can access without providing information. Here are some examples of gated content:
Examples of Gated Content
eBooks
White papers
Webinars
When doing healthtech consulting, we always recommend having a mix of both gated and ungated content. Each has a specific purpose and is used during different stages of the buyer¡¯s journey.
The buyer¡¯s journey is typically broken into three stages: awareness, consideration and decision. Below, we highlight each part of the buyer’s journey and what content should be delivered to prospects at each stage.
1st Stage: Awareness
The awareness stage of the buyer¡¯s journey puts B2B buyers at the very top of the sales funnel. At this stage, buyers have just become aware of a problem they have and are typically conducting the initial research to find a solution to their healthtech problem. But, they are not necessarily ready for a sales conversation. Content at this stage should be used to educate buyers and better help them define their problem. This should include a combination of various ungated content types such as blogs, articles, social media posts, press releases and infographics.
2nd Stage: Consideration
The consideration stage moves the B2B buyers into the middle of the sales funnel. At this stage, buyers are considering different healthtech solution options to solve their problem and are evaluating which product or service will best fit their needs. Prospects are open to having sales conversations to help narrow down their solution options. For healthtech consulting, content at this stage is used to provide prospects with resources that will help them understand their challenge more in-depth. Gated content becomes valuable in this stage and utilizing eBooks, white papers, webinars and guides help prospects dive deeper into the topic.
3rd Stage: Decision
The consideration stage moves the B2B buyers into the middle of the sales funnel. At this stage, buyers are considering different options to solve their problem and are evaluating which product or service will best fit their needs. Prospects are open to having sales conversations to help narrow down their solution options. Content at this stage is used to provide prospects with resources that will help them understand their challenge more in-depth. When doing healthtech consulting, gated content becomes valuable in this stage and utilizing eBooks, white papers, webinars and guides help prospects dive deeper into the topic.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
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