SEO Plan

Content Marketer’s
Blueprint™
Prepared for
Superwarm
Strategy Prepared By: Stargazer Digital + Superwarm
Contact Your Strategist: Kevin Gallagher, kevin@stargazerdigital.co.uk

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Welcome to your Content Marketer’s Blueprint™. You have been kind enough to provide us with some information
about who you are trying to attract and the “sales process” you use to nurture and convert those you attract into
sales qualiied opportunities. We took that information and created this blueprint for an automated sales engine. Your
automated sales engine is designed to deliver the speciic information your buyers are looking for at each stage of
their “buyer’s journey,” and to measure the effectiveness of that content so that your engine can be improved over
time.
On the next page you will ind a clickable directory so that you can easily jump to each of the 6 sections of the
blueprint. On the left hand side you can see the “buyer’s journey”, the speciic stages a buyer goes through before
making a purchase. In the middle we have aligned your “automated sales process”, your company’s goals at each
stage of the buyer’s journey. On the right hand side, the clickable side, you will see the speciic content assets that
make up your automated sales engine, accomplishing the tasks at each stage of the sales process, catering to your
buyer’s needs as they journey towards making a purchase.
This blueprint outlines an engine that will make all your lead generating marketing activity more effective and more
measurable. Ongoing content creation (blogging) will be the gas, fueling the engine with new leads.
Welcome
Copyrighted material, all rights reserved. Generated for Superwarm. See copyright on back page.

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Awareness
Stage
Information
qualified leads
Consideration
Stage
Marketing
qualified leads
Consultation Sales Call
Decision Stage
Sales qualified leads
Blogging
Premium Content
(Top of Funnel)
Automated Emails with
Supporting Content
Brand Filter Offer
(Middle of Funnel)
Automated Emails
with Selling Content
Sales Offer
(Bottom of Funnel)
Buyer’s Journey Automated Sales
Process
Content Assets
Answer Questions
Establish Trust & Thought
Leadership
Introduce Your
Positioning
Provide Product &
Service Information
Address
Pushbacks
Lead Is Ready
For Sales
Address Common Sales
Questions
New Lead Generated
Content Marketer’s Blueprint Directory
Got It Needs Work Need It

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Sales Process Discovery
Information gathered during discovery call
Triggers: What causes people to search for information online about
your industry?
A “Marketing Trigger” is an event or set of events that cause a buyer persona to become aware of their problem or a
goal they need to achieve. In the boiler repair & installation industry, buyer personas experience triggers like:
• Has a faulty boiler
• Increasing fuel costs due to an ineficient boiler
• Has a condemned boiler
If a 30-55 year old employed person with kids who owns a 2-4 bedroom house, has a combi boiler and who is in
a hurry or need fast quotes experienced one of these triggers, they would set out to achieve a goal that relates to the
trigger. In this case, the goals would be:
• Get boiler repaired or replaced
• Purchase a new, energy eficient A-rated boiler
• Find a replacement boiler fast and get the shower and heating working again
Effective content marketing begins with an understanding of these triggers and the various questions a buyer persona
will need to answer to accomplish their goals.
On the following pages, the buyer’s awareness of the problem has been broken into three categories. Your team
has provided us with the speciic questions that a buyer would ask during the awareness stage as well as how those
questions can be answered with helpful information that builds trust and brings the buyer closer to their consideration
of different solutions.
NOTE: This discovery exercise is the modern day equivalent to a “keyword exercise”.
.

What are prospects searching for?
Need for information
Solutions and industry best practices
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Get boiler repaired or replaced
Sales Process Discovery: Topic #1
1. My boiler is faulty; it has been turning on
and off. Do I need a new one?
2. My boiler pressure keeps dropping, what
can I do to ix this?
3. I'm not getting enough hot water and
it's bouncing between hot and cold
temperatures in my boiler, what is
happening?
4. I keep getting an error code on my boiler,
what does this mean?
5. My boiler is very noisy and sounds like an
aircraft. Is it safe to use?
6. I can only get hot water when my heating
is on and it's summer, how can I get cold
water?
7. My carbon monoxide detector keeps
going off in the room where boiler is,
what does this mean?
8. I want to move my boiler as I am getting a
new kitchen what do I do?
1. Have you had someone out? Have you spent money on it? How old is it?
When was it last serviced and what's your fuel bill? It could be more cost-
effective to replace it.
2. It could be the pressure release valve, an internal expansion vessel, or a leak
within the system.
3. It could be due to such problems like low switch being slow, the electronics
are taking more time, thermostat problems, or reduced gas pressure.
4. The condensate pipe is blocked or frozen, there is low system pressure, the
boiler is overheating, or the boiler is not getting enough fresh air.
5. Could be a number of things. How old is the boiler? Has it been serviced
recently? Is the pressure above one bar? You should get an electrician out to
assess your boiler and if it is old it may be time to replace it.
6. Sounds like a divertor valve problem. How old is the boiler? It is possible to
repair the boiler if it is under 10 years old, otherwise you should consider
upgrading.
7. Turn off boiler and do not use. Open a window to ventilate the room. You
must get a Gas Safe engineer to test the boiler. If the boiler is a few years
old it may be a lue or oxygen problem. If the boiler is old it may need to be
replaced as the burners and lue are worn.
8. Have an engineer give you options of where it can be relocated to.

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Purchase a new, energy eficient A-rated boiler
1. What are the most energy eficient
boilers?
2. What does an A-rated boiler mean?
3. What is a high-eficiency condensing
boiler?
4. I have just had my gas bill and it was
extortionate. Do I need a new boiler?
5. How can I save on fuel bills? I have a big
house and only use the ground loor, so I
do not need to heat the whole house.
6. I just had my boiler serviced and the
engineer told me it was only 65%
eficient. Do I I need a new condensing
boiler?
7. I have a large house with a boiler and
a hot water tank. I live on my own and
don't use much water. Would a combi
boiler be a better option?
8. I just bought my house and the home
report says the boiler is G-rated. What
should I do?
1. A-rated combi boiler because it only uses water when you need it.
2. High-eficiency condensing boiler will reduce your fuel costs and give you hot
water.
3. A high-eficiency condensing boiler recycles the luid gases to garner the
latent heat, saves water, and reduces heating costs.
4. Your boiler is probably only 70% eficient. A high eficiency boiler is 96%
eficient and will save you up to 30% on fuel bills.
5. You can upgrade controls, thermostatic valves, zone the system, and
separate time and temperatures for each loor.
6. Ask an engineer for a free quote for a high eficiency condensing boiler that is
96% eficient.
7. You are paying to heat a tank of 120 litres of water that sits all day heating a
cupboard. Changing to a combi you will only pay to heat the water you use.
The water will heat on demand with a combi aiding energy eficiency.
8. All appliances have an energy consumption label A-F. You should updated to
an A-rated high eficiency boiler and A-rated controls.

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Find a replacement boiler fast and get the shower and heating working again
1. My boiler is condemned now what?
2. How do I know that my boiler beyond
repair?
3. The engineer came to my tenant's
property said it was unsafe and turned
off. They have no heating or water. What
do I do?
4. The Gas Board has said my boiler is
immediately dangerous as the lue is
concealed in the ceiling and is leaking.
They have shut it off. What do I do next?
5. I have young family no heating or hot
water. How fast can I get a replacement
boiler?
6. I live abroad and let a property in
Edinburgh which has been condemned.
How do I get a fast replacement?
7. I have a back boiler, there is a problem
with the lue and Scottish Gas have shut
it off. They said it can't be repaired. What
are my next steps?
8. My boiler is ancient and broken down, but
I don't want it to be condemned by an
engineer. I don't have much money. How
can I afford a new one?
1. Is it beyond repair? Are parts available? Or are the parts obsolete?
2. How old is it? Why has it been condemned? Is it unsafe? Are parts available?
It may be more economical in the long term to replace.
3. Do you have a report of why it is unsafe? Did he say it was repairable or does
it need replaced? Is it beyond economical repair? An engineer can provide
quote for repair and replacement.
4. A lot of properties that were built in the last 10 years with the ducting in the
ceiling have no access. On some systems the lues corrode and spill carbon
monoxide. Have an engineer quote how much it will be to replace the boiler
and re-route the lue pipe.
5. Ask an engineer to visit and get a detailed quote.
6. Ask an engineer to contact your tenant and perhaps visit the property. They
can liaise with your tenant to replace the boiler.
7. Have an engineer visit and suggest a new location for a wall hung boiler. The
existing ire and back boiler can be removed and the hole can be patched
over. You can choose a new gas ire to have as a focal point.
8. Well you know it is faulty, and you are aware it was coming to the end of
its life. An engineer can give you options of what they can do about a
replacement.

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ToolsMeaSuringPerforMance
Screen shot from sample analytics report
scopeofwork
performance meTrics
create a blog calendar
Write 500-600 words of copy twice a week
(every week)
optimize & post your blog articles
Blogging
• organic, referral & Social
Media Trafic
• cTa click Through rate
• new Leads generated
• Quality of Lead generated
• Leads marked as
“opportunities” by sales.
• opportunities converted to
sales
• revenue!
Blogging is the essential content marketing element that will attract buyers at the
awareness stage to your website. effective blogging means consistently posting at
least two 500-600 word posts per week, aimed to answer the buyer’s questions at the
awareness stage of the buyer’s journey.
The role of Blogging in the automated sales process
Blogging meets the prospect at their need for information; they ind your article after
asking a question of google. after helping the prospect and answering their questions in
your blog, you will promote a “premium content offer” that will go into much greater detail
about the given subject. The goal is to catch the potential prospect in a state of mind
immediately after you’ve answered their question and as painlessly as possible, get them
to take the next step, ill out a web form in exchange for that premium content offer.
HubSpot Blogging Tool
Socialears Trend analysis
Socialears Trigger and Tag
analysis
copyrighted material, all rights reserved. generated for Superwarm. See copyright on back page.
Blogging
awarness
new Lead generated
awarness
nurture
consideration
nurture
Decision

The Trends and Who's Talking About Them
The Role of Trends in Blogging Creation
Your blog is the most dynamic, current and informative part of your website. Google largely uses your blog
content to decide your rank in search results. The new Search Engine Optimization demands blog content that
is clearly written, informative, concise and engaging. To meet this high standard, blogs must be well
researched, share-worthy and cross referenced to the work of other authors who have established authority.
Social trend analysis provides real-time information to the blog writer about the community of online voices
that are discussing, influencing and sharing information that is relevant to a specific topic area. The
SocialEars™ social analysis system provides a visual dashboard showing the social trends, authors and
articles whose influence can make your blogs more powerful magnets for information seekers. Here is the
social trend analysis for Tuesday the 16th of September, 2014 for Superwarm.
Specified Topics and Total Social Mention Count
Blogging: What’s Trending
Central Heating 1405
Boiler Installation 293
Boiler Insurance 226
Combi boiler 207
Central Heating Engineers 200
Condensing boiler 195
Boiler servicing 183
Boiler safety 175
Buying boilers 152
Energy efficient boilers 136
Boiler Replacement 130
Choosing boilers 127
Boiler maintenance 123
A-Rated Boilers 122
Boiler testing 113
Central Heating Quote 98
Home heating boilers 97
Gas heating boilers 90
Boiler problems 88
Faulty Boiler 85
Shared By:
Boiler Guide TheGreenAg
e
All
Temperature
Scarbrook
Plumbing
Mike Bennet
Shared By:
Verify A
Plumber
Baxi TheGreenAg
e
Electric
Ireland
louise bell
Shared By:
Boiler Guide J and P
Plumbing
All
Temperature
Mike Bennet Heating
Central
Shared By:
Boiler Guide TheGreenAg
e
Scarbrook
Plumbing
Plumbing
Wise
Verify A
Plumber
Trending Topic: Gas heating boilers
Historical Current
S
c
o
r
e
0
100
Trending Topic: Boiler testing
Historical Current
S
c
o
r
e
0
100
Trending Topic: Boiler servicing
Historical Current
S
c
o
r
e
0
100
Trending Topic: Central Heating Systems
Historical Current
S
c
o
r
e
0
100
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What Your Competitors, Analysts, and Press are Talking About
SocialEars continuously scans all of the major social channels to identify and score top authors and trending
articles. Each article and author is cross referenced so you can click on the article to see more detail. Ranking
takes into account relevance to your topic space as well as the authority of those sharing the information. As
you execute your Content Marketer’s Blueprint and publish your own content, you’ll want to continuously refer
to these reports so that you can reference the trending topics and engage the most current authoritative
authors to increase awareness and visitor traffic to your website.
To the right of each article is the first person identified by SocialEars that shared that article socially. You can
click on the image to see a full profile of that individual. You can also find this information in the What's Hot
section of the SocialEars web tool. Ask your Content Marketer’s Blueprint agency contact for information about
accessing your trial SocialEars account.
Social Activity In Your Topic Space
Top Trending Articles In Your Social Space in the Past 2 Days
Note: These are the top 5 articles from the past two days based on the number of conversations about them
Article
Campaigners fight to save lives and protect 0.5 billion of public money Posted by: Installer Online on September 15, 2014 in Industry News Leave a
comment - Greater access powers demanded to cut serious gas incidents which put family safety at risk every 40 hours - New data shows tenants
refusing access to properties costs housing providers 500m A gas safety campaign has today been launched to protect families and save nearly 0.5bn.
Campaigners are calling on the Government to beef up le...
Shared by:
Installer magazine
Campaigners fight to save lives and protect Â£0.5 billion of public money - Installer OnlineInstaller Online September 15, 2014
Competition: Win a professional photoshoot Posted by: Installer Online on September 16, 2014 in Competitions, Industry News Leave a comment Heres
your chance to win a professional photoshoot to promote your business and become one of three Faces of Which? Trusted Traders.
Towintheprofessional photoshoot prize, tell us in 250 words or under about a time that youve gone above and beyond the call of duty whilst carrying out
work for a customer. Maybe you offered a solution to a project that ...
Shared by:
Installer magazine
Competition: Win a professional photoshoot - Installer OnlineInstaller Online September 16, 2014
News: Latest 15/09/2014 Gas Safety Trust report highlights dangers of open flue boilers and calls for boiler scrappage scheme The latest Downstream
Incident Data Report covering accidental carbon monoxide (CO) incidents in Great Britain associated with the use of natural gas and piped Liquid
Petroleum Gas (LPG) in the home has been released. This report, funded by the Gas Safety Trust and prepared by Downstream Gas, found that during
the period July 1, 2012, to June 30, 2013, there were 29 i...
Shared by:
Circle Plus Ltd
HPM Industry News: Gas Safety Trust report highlights dangers of open flue boilers and calls for boiler scrappage scheme September 15, 2014
WILL YOU SUPPORT GAS SAFETYWEEK? We will again be taking part in Gas Safety Week (15th to 19th September 2014) and we need your support
to get the safety message out there. Last year, our #GasSafetyTips campaign was such a success that we want to give you the chance to help push it
even further. To enter simply tweet @HeatingYourHome with your top gas safety tip using #GasSafetyTips. The best tips will be promoted on our account
and the very best will be awarded with a Bosch power tool! Brande...
Shared by:
Gas Safety Week
WILL YOU SUPPORT GAS SAFETY WEEK? | Latest views from Worcester, Bosch Group September 15, 2014
By Gregory Walton 6:00AM BST 15 Sep 2014 Comment Tens of thousands of UK households narrowly avoided serious gas accidents including carbon
monoxide poisoning, fires and explosions, according to new research. A survey of Gas Safe-certified engineers found that over half of those questioned
had discovered appliances so dangerous that they had to be turned off immediately to prevent an accident. Faulty gas cookers, boilers and gas fires
were the most commonly defective apparatus, with ...
Shared by:
Gas Safe Register
Nearly 70,000 homes came close to gas disaster - Telegraph September 16, 2014
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Your Blog Topics and Titles
Monthly Blog Calendar Topics – Best practices
that provide a solution to the problem.
Get boiler repaired or replaced
• 10 Tell-Tale Signs a Central Heating Boiler Needs Replacing
• What To Do If Your Combi Boiler Loses Pressure
• 5 Common Combi Boiler Problems & Fast Solutions
• The Next 6 Things to do Immediately When a Boiler Error Code Appears
• Noisy Combi Boilers: Replace or Repair?
• Ultimate Guide to Fixing a Combi Boiler's Diverter Valve
• 12 Safety Tips for a Central Heating Combi Boiler
• A Few Things You Should Know Before Relocating Your Combi Boiler
Month 1 Blog Titles to answer questions around:
Purchase a new, energy eficient A-rated boiler
• Top 10 Energy-Eficient Central Heating Boiler Systems
• Homeowner's Handbook to Understanding Combi Boiler Energy Ratings
• 5 Great Reasons to Buy a High-Eficiency Condensing Boiler
• 7 Quick & Easy Ways to Lower Your Central Heating Bill by 30%
• Expert Interview: How to Strategically Heat Your House Floor by Floor
• Checklist: Is Your Central Heating Boiler Energy Eficient?
• Combi Boiler vs. Hot Water Tank: Which is the Right Choice for Your Home?
• The 8 Best Things About A-Rated Central Heating Boilers
Find a replacement boiler fast and get the shower and heating working again
• What to do After a Boiler Has Been Condemned
• 9 Signs Your Central Heating Boiler is Beyond Repair
• Landlord's Guide to Replacing a Boiler Fast & On a Budget
• 10 Causes of Flue Corrosion & How to Fix the Boiler
• Consumer's Guide to the Average Price of a Replacement Boiler
• Top Central Heating Engineers in Edinburgh
• Step-by-Step Guide to Replacing a Condemned Back Boiler
• Most Valuable Tips for Affording a New Boiler on a Small Budget
Blogging
Awarness
New Lead Generated
Awarness
Nurture
Consideration
Nurture
Decision
Each blog topic was constructed
using this formula:
Buyer Question + Expert Answer +
Trending Topics = Blog Title.

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Blogging Execution Checklist
#1 Develop Blog Content
Identify the Buyer Persona – before publishing or writing a blog post, identify
exactly which target prospect is going to be appealed to by that particular piece
of content. This buyer persona is the desired audience for your post and should
be the primary audience in mind as the content is being developed. Selecting a
target buyer persona for each post is crucial to delivering valuable content and
associated offers within the blog itself that ultimately inluence a lead conversion.
Deliver Best Practices/How to Solve that Problem – upon identifying a buyer
persona and their associated problem/need ensure that the content of the blog
post addresses that need directly with valuable, helpful information related to the
problem being investigated by a reader.
Simplicity/Format – use clear section titles and implement bullet points
whenever possible. Simplicity in terms of format is crucial to maintaining reader
interest and ultimately inluencing a conversion.
#2 Outit for SEO
Blog Titles Include Keyword (Meta Title) – the keyword(s) that each blog is attempting to rank for must be
included in the title in some form, preferably within the irst few words.
Scheduling – 2 posts per week, 8 posts a month. This is a proven formula that presents no risk in terms of
overwhelming search engines with frequent, redundant posting that negatively effects ranking.
Keyword Tags (3-5 max) – tag the blog with up to 4 keywords that are associated with the content using the
tagging tool.
In-Text Keyword Usage – use each keyword up to ive times within the post itself, and highlight each
keyword at least once by bolding or italicizing.
Meta Keywords – use the same keywords used in the tagging tool to populate the meta keywords ield.
Meta Description – provide a succinct, value-added summary of the content that includes the primary
keyword somewhere in the description.
Links to Trending Resources (Keyword Mapping) – include between 2 to 4 links back to helpful pages
related to the content. The ‘anchor text’ of the link (the text that is actually read and clicked-on) must be
keyword targeted so that it can be meaningfully picked up by search engine. Avoid linking generic terms and
focus on phrases or speciic terms related to the issue being addressed by the content.
#3 Optimize Blog for Conversion
Place CTA Aligned with Topic – include a CTA for a piece of premium content that most properly aligns with
the topic of the post. Include this CTA at the end of the post.
Outit with Images – use at least one image that is tightly aligned with the content.
Enable Social Sharing – ensure that every post provides an opportunity to share the content via social
networks and email. At the end of each post request readers to share the content.
Blogging
Awareness
New Lead Generated
Awareness
Nurture
Consideration
Nurture
Decision

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toolboxMeasuringPerforMance
scoPeofwork
PerforMance Metrics
• CTA Click through Rate
• Landing Page “New Contact”
Rate
• Quality of Leads Generated
Create three 2,000 word educational content offers
Create a Call to Action Button
Create a Landing Page
Create an Automatic follow-up Email
(Using Landing Page Tool)
Create a Thank You Page
about awareness stage
Premium content
Premium Content is a document or media piece that provides enough informational value
to justify asking a user to ill out a contact form to gain access. Most common examples
are: whitepapers, ebooks, webinars and video assets.
the role of premium content in the automated sales process
Each blog article in a topical category will promote one piece of aligned premium content.
When a prospective lead ills out the form to get access to your premium content, they
become a registered lead in your contact database. We call these leads at the awareness
stage “information qualiied” because they have identiied themselves as having a need
for helpful information. As the lead consumes your helpful content, you begin to establish
trust and thought leadership. Each premium content piece will end with a next step offer
that contains your product or service speciic information. This offer is for buyers who are
ready to move to the consideration stage.
HubSpot Landing Page Tool
HubSpot CTA Tool
Blogging
Awareness
New Lead Generated
Awareness
Nurture
Consideration
Nurture
Decision

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Awareness Stage Premium
Content Recommendations
Based on the blog article categories, here are titles for your premium
content pieces that will convert trafic to leads in your contact database.
1. Premium content #1 20 Questions to Ask Before Replacing a Combi Boiler
2. Premium content #2 12 Beneits of an A-Rated, Energy Eficient Combi Boiler
3. Premium content #3: Survival Guide: 5 Things to Know About Condemned Boilers
Awareness Offer 1 Awareness Offer 2 Awareness Offer 3
12 Beneits of an
A-Rated, Energy
Eficient Combi
Boiler
Survival Guide: 5
Things to Know
About Condemned
Boilers
20 Questions to Ask
Before Replacing a
Combi Boiler
Blogging
Awareness
New Lead Generated
Awareness
Nurture
Consideration
Nurture
Decision

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Awareness Stage Execution
The following is a basic template for creating white papers (or e-books or guides) for
use in the awareness stage of the buyer’s journey. The template should be viewed as a
starting point for thinking about the structure of your 2,000-3,000 word whitepaper. The
four step approach will ensure that the need for helpful information is met, establishing
trust and thought leadership, before your company’s positioning is introduced to the
lead. Finally, the reader is given a clear next step to learn more about your positioning
and brand, an offer to jump to the consideration stage.
Suggested awareness stage white paper outline
1. Establish trust by demonstrating you understand the reader and his/her
problems
• Who might be reading this paper? What characteristics do all the readers have
in common (industry, position, geographic location, etc.)?
• What problems are the readers experiencing that would lead them to seek out the information in this paper?
• What (if anything) are they currently doing to solve that problem? Why has that approach been
unsatisfactory?
• What are the risks of not solving this problem/continuing to use an unsatisfactory solution?
2. Drawing from your experience and expertise, discuss the alternatives available in your industry for
solving the reader’s problem
• Is there anything the reader can do on his/her own to solve his/her problem? (Without investing in a
professional solution.)
• Are there any drawbacks to this do-it-yourself approach? What are they?
• What professional solutions (other than your own) are available for solving the readers’ problem?
• What are the beneits of each one? What are the drawbacks? What do industry experts have to say about
each one?
3. Introduce the speciic approach you recommend for solving that problem, and why
• How would you summarize your recommended solution? How does it work?
• Why is the solution you recommend better than a do-it-yourself solution or other alternatives?
• What are some reasons readers might be skeptical about your solution and how would you respond to that?
• How should a reader differentiate between the different businesses that provide this solution (if there is more
than one)?
4. Introduce the next step (down-funnel offer)
• Briely (very briely), how does your business provide the recommended solution you discussed in the
previous section?
• What can the readers do to learn more about how your business will solve their problems? (This is where you
put a call to action to download one of your consideration stage offers.)
Blogging
Awareness
New Lead Generated
Awareness
Nurture
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scoPeofwork
PerforMance Metrics
about lead nurturing at
awareness stage
• Overall Nurture Rate
(Awareness – Consideration)
• Email Open Rate
• Email Click Through Rate
Create 3 targeted blog articles that address common
sales questions.
Create 3 short emails, each one promoting one of the
targeted blog articles
Automate the delivery of the emails to leads in the
awareness stage.
HubSpot Email Tool
HubSpot Worklow Tool
HubSpot Smart Lists
When a lead gets “stuck” in the awareness stage, they most likely have some questions
about your proposed solutions that have not yet been answered. Without answers to those
questions, the lead is not ready to accept your consideration stage offers. The method for
reaching out to these information qualiied leads to answer those remaining questions is an
automated set of emails. Each email in the series will offer a helpful blog article addressing
their common questions about your recommended solution. We call it a “worklow,” you may
know it as a “drip campaign.”
the role of automated emails at the awareness stage
The awareness stage worklow emails must be designed to answer the common questions
that come up in your natural sales process. Once you adequately answer the questions, the
information qualiied lead will be more likely to consider your solution to their problem.
Blogging
Awareness
New Lead Generated
Awareness
Nurture
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Awareness Stage Lead Nurturing
Recommendation
Common questions that come up early and often in Superwarm’s sales process include:
• Do you it Vaillant or Worcester boilers?
• Do you supply and it boiler/offer a free quote?
• Do you provide quotes at night?
These common questions aim to validate the credibility and viability of Superwarm’s
suggested solution. These questions can be answered by Superwarm over time by
delivering helpful emails that promote relative content. After these questions are
answered using a targeted blog article or other content asset, the prospect will be much
more likely to consume information about Superwarm’s products and services. This
process of “lead nurturing” ensures that leads at the consideration stage will identify
themselves to Superwarm without feeling the pressure of a sale.
Do you it Vaillant or Worcester
boilers?
Do you supply and it boiler/
offer a free quote?
Do you provide quotes at night?
Create a supporting content offer that addresses the common questions a
prospect may have at this stage in the sales process
Awareness stage email 1
Email addressing the question:
Blogging
Awareness
New Lead Generated
Awareness
Nurture
Consideration
Nurture
Decision

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Awareness Stage Lead
Nurturing Execution
User downloads an
Awareness Stage
premium content
document.
START
ADVANCE
User takes action on Consideration
Stage offer and moves down the funnel.
5 Days
2Days
5 Days
Awareness Stage
Email 3
Awareness Stage
Email 2
Awareness Stage
Email 1
User takes NO action
on a Decision Stage or
Consideration Stage offer
and becomes stuck.
STUCK
20 Questions to Ask
Before Replacing a
Combi Boiler
Blogging
Awareness
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Awareness
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toolboxMeaSuringPerforMance
scopeofwork
performance metrics
• overall nurture rate
(consideration - Decision)
• email open rate
• email click Through rate
create a 2000 word consideration offer
create a landing page
create an automatic follow-up email
create a thank you page
create a list called “Marketing Qualiied Leads”
HubSpot email Tool
HubSpot Smart Lists
about consideration stage offers
a consideration stage offer is a critical point in the automated sales process. This offer
should be centered around your product or service, rather than only providing helpful
information. When a lead takes action on an offer that is “all about you”, you know that they
are actively considering your brand as a solution to their problem.
the role of the consideration stage offer
all of your leads should be directed towards this consideration stage offer. This creates a
“ilter” in your sales process that we call the Brand Filter Offer. Leads that move through the
ilter can be considered Marketing Qualiied and are ready to consume information about
your products and services. Leads at the consideration stage should be treated as if they
were looking for more information about your products and services.
Blogging
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Your Consideration Stage
Offer Recommendation
Information Qualiied Leads
Marketing Qualiied Leads
Brand Filter
Offer
Here is your consideration offer that will function as a
“ilter” for marketing qualiied leads.
10 Beneits of Working with Superwarm for a Super Fast & Easy Boiler
Installation
Superwarm’s consideration offer will serve as a “brand ilter.” All prospects that download
an awareness offer will be exposed to this ilter on the thank you page and the follow up
emails to ensure that they have a chance to identify themselves as considering working
with Superwarm, a signiicant qualiication in the automated sales process. Once a lead
chooses to consume this consideration offer, we identify them as a “Marketing Qualiied
Lead,” a lead that is ready for product and service speciic information.
Blogging
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Consideration Stage Offer Execution
How to create a basic consideration offer
At the consideration stage, the buyer has made an important decision; he has settled
on which solution among the many alternatives available to him will be the best solution
for his particular problem. At this stage in the buyer’s journey, the prospect’s need for
information shifts. Convinced of a solution, he is now in search of a solution provider.
Salesy, but still educational
The role of the brand ilter offer is to educate its readers about how, speciically, your
company/brand will deliver the solution that will solve their problems. It should give them
a taste of what the experience of working with you will be like, preparing them for a more
direct interaction with sales at the decision stage. That does not mean, however, that
it should be written like an advertisement. This content is branded but still educational.
Think of the Brand Filter Offer as a factual document, providing the readers with
evidence about how your business is best suited to solve the buyer’s problem.
Suggested consideration white paper outline
1. Establish trust by showing readers you understand their problems and are prepared to solve them. (This
section might, in part, repeat some of the information that was included in the awareness white paper,
but from a more branded perspective).
a. What businesses or type of individual does your business typically work with? What are their common
characteristics?
b. What problems or challenges are these people or businesses facing that your business can help them with?
c. How successful has your business been at helping its clients or customers solve these problems? How can
you demonstrate that success?
2. List services
a. What discrete services does your business provide, or what products does it sell?
b. Describe each one. How can they help customers/clients solve their problems?
c. Are these services or products unique offerings in your industry, and if so, unique in what way?
3. Describe the relationship
a. Does your business help clients or customers choose the services or products (from the list above) they
need? If so, how does it go about doing that?
b. Does your business advocate a particular philosophy or holistic approach to solving its clients’ or customers’
problems? What is it and how is it relected in your relationship with customers or clients?
c. After a customer or client has signed on with your business, how will the relationship proceed? What should
they expect?
4. Introduce the next step
a. If readers are interested in working with your business, or at least learning more about it, what next step
should they take?
b. What will the prospect’s irst contact with your business be like? What value will they derive from it?
Blogging
Awareness
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Superwarm
22
About Consideration Stage
Lead Nurturing
tooLboxMeaSuringPerforMance
SCopeofwork
performANCe metriCS
• overall nurture rate
(consideration - Decision)
• email open rate
• email click Through rate
create 3 content offers that address each pushback in the
sales process
create 3 emails that promote these content pieces
automate the delivery of the emails to leads in the
consideration stage
HubSpot email Tool
HubSpot Smart Lists
When a lead gets “stuck” at the consideration stage, they most likely have some
pushbacks or objections about working with your company to solve their problems.
again, the method for reaching out to these leads and “unstick them” is through an
automated set of emails, delivering content that addresses their pushbacks in the sales
process.
the role of automated emails at the consideration stage
Your emails must be designed to address the common pushbacks or objections to
working with you or purchasing your products. These pushbacks usually come up later
in your natural sales process. once you overcome the objections, the lead will be more
likely to decide to work with your brand vs your competitors.
Blogging
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Consideration Stage Lead Nurturing
Execution Recommendations
Once a lead consumes a consideration offer, we can promote the decision stage offers
that will result in a phone call with your sales team. The leads that are not ready to make
a decision get “stuck” in the consideration stage. These are “Marketing Qualiied Leads”
that have the same pushbacks that are common late in Superwarm’s traditional sales
process. Common pushbacks include:
• Your costs are too high
• I want an easier option
• I can't do it within your timeframe
These pushbacks need to be addressed with targeted content, again delivered via
automated email messaging. Superwarm’s testimonials and case studies should be
promoted via email to Marketing Qualiied Leads to overcome these pushbacks and
secure your spot in the lead’s decision stage.
Your costs are too high I want an easier option I can't do it within your
timeframe
Superwarm
23
How will you reach out to marketing qualiied leads and address their
common pushbacks?
Consideration Stage Email 1
Email addressing the pushback:
Blogging
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Superwarm
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Consideration Stage Lead
Nurturing Execution
User downloads
a Consideration
Stage premium
content document.
User takes action on Decision
Stage offer and moves down the
funnel. User takes NO action on
a Decision Stage offer
and becomes stuck.
10 Beneits of
Working with
Superwarm for a
Super Fast & Easy
Boiler Installation
START
5 Days
2Days
Consideration Stage
Email 3
Consideration Stage
Email 2
Consideration Stage
Email 1
ADVANCE STUCK
5 Days
Blogging
Awareness
New Lead Generated
Awareness
Nurture
Consideration
Nurture
Decision

Superwarm
25
scoPeofwork
PerforMance Metrics
• Organic, Referral & Social
Media Trafic
• CTA Click Through Rate
• New Leads Generated
• Quality of Lead Generated
Create a Call to Action Button
Create a Landing Page
Create an Automatic follow-up Email
(Using Landing Page Tool)
Create a Thank You Page
Create a list called “Sales Qualiied Leads”
HubSpot Landing Page Tool
HubSpot CTA Tool
HubSpot Smart Lists
about Decision stage offers
A decision stage offer is designed to provide value to leads who are ready to make a
purchasing decision. Leads at this stage will be ready to interact directly with a member
of sales, so it is important that the offer results in a phone call or email follow up between
your sales department and the lead.
the role of decision stage offers
This is the end of the automated sales process, and the buyer’s journey. When a lead
takes action at the decision stage, it means they are “sales qualiied” and they should be
passed over to your sales department to close them.
Blogging
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Superwarm
26
Decision Stage Offer
Recommendations
Here is your decision stage offer that will identify leads
that are ready to be contacted by our sales team
The easy ofer
Free Consultation (Alternatives: Free Quote, Consultation, and Assessment)
These free consultation offers typically perform well with a lead who is ready to speak
with sales. In order to increase the number of sales qualiied leads with this offer,
Superwarm will need to demonstrate more value and set expectations for this offer. The
landing page should communicate: “who will ind value in the free consultation”, “what
they will learn and the value of that knowledge”, and “what they can expect in terms of
amount of personal communication”. By communicating more value and better setting
expectations, Superwarm can increase the conversion rate of this decision stage offer.
The value added ofer
Project Assessment & Roadmap
Some sales qualiied leads will need to see a much
higher level of value in order to take action at the
decision stage. This offer is designed to increase
value for the sales qualiied lead with a deliverable, a
roadmap for success. When Superwarm invests the
time to produce such a valuable educational document,
more leads will identify themselves as sales ready, and
Superwarm will build trust and thought leadership during
the 1st interaction with sales.
Marketing Qualiied Leads
Sales Qualiied Leads
Decision Stage
Offer
Blogging
Awareness
New Lead Generated
Awareness
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Superwarm
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Decision Stage Offer Execution
The handoff of a Sales Qualiied Lead from your marketing automation system to your
sales team is the most important piece of your content marketing strategy. Without
revenue, your content marketing engine isn’t delivering the value it’s capable of.
The role of your sales team will change
As consumers turn to the internet for information that will inluence buying decisions,
and experience engagement through your content marketing engine, the role of your
sales team will evolve. The Sales Qualiied Lead has already explored your brand,
already received answers to pushbacks and has established trust suficient to reach
out to request contact with sales. Sales should respond to a Sales Qualiied Lead in the
context that the lead is ready to discuss receiving the promised value of doing business
with your company. Therefore, when irst contacting your sales qualiied leads, follow this
recommended “sales process”.
1. Validate Sales Readiness
Do they have questions? Do they not understand how your products/services can help them? Were you not able
to contact them at all? These are symptoms that the “sales qualiied lead” is not actually ready for a sale. Luckily,
your sales team is now armed with killer content to address any questions they might have about your positioning.
If they are not ready for your bottom of the funnel offer, your sales team must mark them as “information qualiied”
or “marketing qualiied”.
2. Upgrade the lead to an “opportunity”
If the lead is educated, and actively considering your products and services, your sales team must mark them as
an opportunity. At this point, the lead is truly ready to consume your bottom of the funnel offer, which will result in
a proposal for products or services. Your sales team should be judged by the conversion rate of opportunities to
customers.
3. Track the revenue back to the source (closed loop analytics)
Successful implementation of the Content Marketer’s Blueprint™ will result in an opportunity for your company to
beneit from “closed loop analytics”, meaning that all revenue generated through this measurable process can be
attributed to a speciic marketing activity. Revealing the true value of your various marketing investments will drive
SMARTER future investments, and faster growth of your business.
Blogging
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http://www.stargazerdigital.co.uk/
Brand Segmented Sales Funnel™, Staircase Opportunity Curve™, Brand Filter Offer ™, Blog Topic Blitz ™, Tripleshot CTA™, Content Marketer’s Blueprint ™ are all
trademarks of Innovative Marketing Resources, LLC. All other marks are the property of their respective owners. This Content Marketer’s Blueprint is © 2014,
Innovative Marketing Resources, LLC, all rights reserved and the use of this unique Content Marketer’s Blueprint content is granted only to Superwarm and is subject to
licensing restrictions.

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