Type Description Objective Competitive Stimulates demand or improves perception by offering Acquire new customers, retain existing Matching/ price/feature matching against specific competitor’s customers Reaction products or offering Increase Freemium Stimulates free users to sign up as paid customers Acquire new customers Conversion Increase Trial Stimulates trial users to sign up as paid customers Acquire new customers Conversion Increase User Stimulates users’ adoption of product Increase customer spending, retain Adoption existing customers Opt-in Database Focuses on expanding the company’s relationship database Increase corporate and/or product Building (the lead database) by encouraging opt-in from new awareness, develop customer prospects relationships Progressive Helps augment the information the company holds on its Acquire new customers, develop Profiling prospects by encouraging them to submit more information customer relationships or getting additional information through public sources Prospect Focuses on increasing the interaction between a new Engagement prospect with the company’s points of contacts to move Acquire new customers them farther along the buyer journey Focuses on getting specific giveaway (free product, free Giveaway content, free mobile apps, special editions) into the hands Increase product awareness of target prospects Trial/Freemium Encourages prospects to sign up for beta/trial/free version Increase product awareness, acquire Signup of the product to demonstrate the product’s benefits to new customers those clients It Takes a Content Factory! | 86