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Running Your Content Marketing Engine

Now that you have the requisite tools and tracking in place, you’re ready to run your content engine. In the rest of this course, we will teach you about the content funnel, different funnel stages and their purposes, and how to create a productive content mix.

In general, you should be producing two types of content:

  1. Content focused on “evergreen” traffic which ensures predictable traffic generation over time.
  2. Content focused on “spiky” traffic which brings in a big spike of traffic during a short time frame to fill up your retargeting audience.

In the following sections, we’ll offer an overview of these two types of content, how and why you should utilize them, and how you can produce enough of each type of content to predictably generate new leads that drive your business forward.


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