Content marketing is only as good as its context. The format of your message should be optimized to your goal—whether that is to expand visibility, to keep your audience engaged over a long sales cycle, or to maximize the percentage of your current visitors who convert. So, pick your poison:

Top of the Funnel: Awareness

• Search-optimized blog posts
• Social media video
• Infographics
• Round-ups and interviews
• Guest post

Middle of the Funnel: Consideration

• How-to articles
• How-to videos
• Original research
• Gated guides
• Welcome series emails
• Webinars and events

Bottom of the Funnel: Action

• Sales enablement articles
• Your story
• Landing pages
• Service pages
• Testimonials
• Case studies / customer stories

For a handy infographic, head over to Social Media Today.

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