The Power Of Questions For Inbound Marketing Content To Drive Leads

| Author: Mike Lieberman, CEO and Chief Revenue Scientist| Topic: Content Marketing

Content MappingWe hear it all the time: "What should I blog about? What whitepapers should I create?" These are common questions for business owners, CEOs and marketing people executing their first inbound marketing campaign.

The answers to these questions lie with your prospects and, in turn, your sales people. Let me show you how easy it is to know what your content marketing should include.

Here is a list of basic questions that prospects typically ask when thinking about hiring an IT consulting services firm to handle their internal IT needs. I know this because I recently went through the process of hiring a firm like this and these were my questions.

  1. How responsive are you going to be when we have an issue, like a broken laptop?
  2. Who from your firm are we going to work with on a day-to-day basis?
  3. How much is this going to cost on a monthly basis?
  4. How do we make sure there aren’t hidden costs that we can't plan for?
  5. What other firms like ours have you worked with?
  6. What improvements were delivered to that firm specifically?
  7. How do we interact with your company when we need something? Web, phone, email?
  8. How do you help us create an overall IT strategy, instead of just putting out fires?
  9. File sharing and back-up is important to us...what solutions do you recommend?
  10. How do you make sure our internal team is focused on our business and not worrying about IT?

Now we map each of these questions to a stage in a standard sales funnel.

  1. How responsive are you going to be when we have an issue, like a broken laptop? – Top of the Funnel
  2. Who from your firm are we going to work with on a day to day basis? – Bottom of the Funnel
  3. How much is this going to cost on a monthly basis? – Bottom of the Funnel
  4. How do we make sure there aren’t hidden costs that we can't plan for? – Top of the Funnel
  5. What other firms like ours have you worked with? – Bottom of the Funnel
  6. What improvements were delivered to that firm specifically? – Bottom of the Funnel
  7. How do we interact with your company, when we need something? Web, phone, email? – Top of the Funnel
  8. How do you help us create an overall IT strategy, instead of just putting out fires? – Middle of the Funnel
  9. File sharing and back-up is important to us, what solutions do you recommend? – Middle of the Funnel
  10. How do you make sure our internal team is focused on our business and not worrying about IT? – Top of Funnel

Next, we turn these questions into creative and educational content in the appropriate formats for the funnel stage.

  1. Blog Post: What To Expect When You Are Expecting Responsiveness From Your IT Services Firm
  2. eBook: 10 Secret Questions To Ask Your IT Provider Before You Hire Them
  3. Online Calculator: Try Our Web-Based Monthly IT Investment Calculator To See What You Should Be Investing in Your IT
  4. Tip Guide: 8 Often Overlooked Costs Associated With Outsourcing Your IT Support
  5. Reference Reel Video: Don’t Take Our Word For IT – Hear From Our Clients
  6. Reference Reel Video 2: Detailed Discussions With Our Clients – Professional Services Successes
  7. Blog Post: Who You Gonna Call? The Best Way To Request Support From Your IT Services Company
  8. Webinar: STOP: Don’t Hire An IT Services Firm Without An Overall IT Strategy – Finding an IT Firm That Does Strategy Before Tactics
  9. Webinar: Sneak Peak At The Top 5 New Technologies For Data Back-Up And File Sharing Your Company Can’t Live Without
  10. Blog Post: Keep Your Team Working On Your Business Not Your Internal IT Headaches

What you see here is what we call a “content map.” While this example isn’t a map exactly, it delivers all of the value associated with a more detailed content map and it’s something every business owner, CEO and marketing professional can do for your business. This approach to organizing your content also helps your sales people know what to send and when to send it.

Start Today Tip – The first step towards getting a content map for your business is to start asking your sales team to capture ALL the questions prospects are asking across your sales process. Make sure this is a comprehensive list. Ask them to start documenting the questions over the course of the week. Then map them to your funnel and start tagging them—top, middle or bottom of the funnel. Blog posts and e-books are great for top of the funnel questions. Webinars and online assessments are great for middle of the funnel questions and videos are perfect for bottom of the funnel questions.

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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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