Type Description Objective Referral Stimulates referral activities from customers, employees, Increase product awareness, acquire partners, prospects new customers Special Occasion Focuses on generating demand of a specific set of Land Grab prospects affected by a specific event/occasion (for Acquire new customers example, healthcare meaningful use attestation) Information/ Proactively delivers target prospects useful information Content relevant to the product and its benefits to move them Improve product perception Distribution farther along the buyer journey Need Discovery Focuses on getting prospects to become aware of their Increase product awareness, acquire needs/pain points that are relevant to the product new customers Thought Promotes a company’s thought leadership on a relevant Increase corporate awareness Leadership issue Competitive End Focuses on acquiring customers of a competitive product Acquire new customers, increase of Life Land Grab that are nearing end of life or having product/services product awareness disruption It Takes a Content Factory! | 89