Chapter 10 Filling the Funnel with Content Marketing The marketer, however, can’t hop out of the car just yet. Instead, they get in the back seat and help their salesperson close. Here are some ideas for bottom-of-funnel content promotion with e-books: • Attach the e-book to first-call decks. • Write email or phone scripts for existing prospect outreach. • Print it out and give it to salespeople as a takeaway from meetings. As you slice and dice your e-book, you’ll quickly learn what works, and what doesn’t. From there, you can hone in and focus on the successful tactics throughout the funnel. Soon, you’ll have a well- oiled machine for not only creating great e-books, but for successfully activating them and getting eyeballs on their pages. Linking It All Together When you make content marketing a priority, you’re really just making your customers a priority. Great content marketing will help you find customers who remain customers, and who send you more customers down the road. It’s a strategy that can transform your business and help you stand out against competition, the market, and even the world.