From the course: Marketing Foundations: The Marketing Funnel

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Optimize curiosity with content marketing

Optimize curiosity with content marketing

From the course: Marketing Foundations: The Marketing Funnel

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Optimize curiosity with content marketing

- When it comes to the middle of the funnel there's typically a laundry list of available improvements. Much of that will come from your marketing sequences and identifying how to refine your messaging. You may also need to add or remove touchpoints and expand upon how you handle nurturing. You'll continue to try new messaging, develop new marketing collateral, and adjust your touch points to meet the needs of your consumer. But let's take a step back. If we really think about it, the best way to get someone through the middle of the funnel is to make them self motivated to move through it. If the consumer is motivated and enthusiastic, they'll pull themselves down the funnel on their own. So, how do we do that? By creating curiosity. Give the consumer appealing information, but don't give too much away. Why do people trade an email for a white paper? Because they're curious what it has to say. Why do you read all the…

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