Optimize curiosity with content marketing

- When it comes to the middle of the funnel … there's typically a laundry list of available improvements. … Much of that will come from your marketing sequences … and identifying how to refine your messaging. … You may also need to add or remove touchpoints … and expand upon how you handle nurturing. … You'll continue to try new messaging, … develop new marketing collateral, … and adjust your touch points … to meet the needs of your consumer. … But let's take a step back. … If we really think about it, … the best way to get someone through the middle of the funnel … is to make them self motivated to move through it. … If the consumer is motivated and enthusiastic, … they'll pull themselves down the funnel on their own. … So, how do we do that? … By creating curiosity. … Give the consumer appealing information, … but don't give too much away. … Why do people trade an email for a white paper? … Because they're curious what it has to say. … Why do you read all the product specs … on that new Apple iPhone? …