1. Top of the funnel
   1. Raise brand awareness
   2. Indirect marketing
   3. Offer something of value to target audience
   4. Offer free download for checklist or worksheet
   5. Collect contact information for email marketing campaign
2. Middle of the funnel
   1. Ebooks and case studies
   2. Focus on benefits and results
   3. Goal: motivate consumers to buy
   4. Free trials, discounts and money back guarantees
   5. Targeting and segmentation
   6. Make customer feel special
3. Beyond the funnel
   1. Maintain relationship
   2. Provide ongoing useful, meaningful and relevant content
   3. Keep customers engaged
4. Bottom of the funnel
   1. Product-specific content
   2. Pros & cons of product and service vs competitor
   3. Share data to prove your claims
   4. Use discount offers strategically