6. What are their problems?
1 What makes their job difficult?
22 What are they searching for?
3 What are they talking about?
7. 1 What makes their job difficult?
• Interview customers and potential customers
about their job
• What are they trying to do?
• What are they trying to learn?
• What do they need to show their bosses?
11. Now that you know their problems…
1 Create content around customer
problems.
22 Publish and share that content
where your market will find it.
3 Map content to the stage in the
funnel.
12. The funnel needs a variety of content
Website Visitors
TOFU
(Top of the Funnel)
Leads
MOFU
(Middle of the Funnel)
Sales
13. Map content to the stages of the funnel
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher:
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
15. What do you want them to do next?
• Download a whitepaper
• Request a demo
• Subscribe to your blog
What gets them to the next stage of
the funnel?