{"id":9011,"date":"2021-08-31T09:30:00","date_gmt":"2021-08-31T04:00:00","guid":{"rendered":"https:\/\/kylas.io\/?p=9011"},"modified":"2023-08-18T15:39:09","modified_gmt":"2023-08-18T10:09:09","slug":"content-for-sales-funnel-stage","status":"publish","type":"post","link":"https:\/\/kylas.io\/en\/sales-strategy\/content-for-sales-funnel-stage","title":{"rendered":"How to Produce Powerful Content for Every Sales Funnel Stage?"},"content":{"rendered":"\n<style>\n@media only screen and (max-width: 700px){\n.img-full-mob{\nwidth:100% !important;\nheight:100% !important;\n}\n}\n<\/style>\n\n\n\n<pre class=\"wp-block-verse has-large-font-size\">\u201c<em>Selling is really about having conversations with people and helping improve their company or their life<\/em>\u201d - Lori Richardson<\/pre>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Gone are the days when \u201ccontent\u201d applied to a few flyers, product brochures, and manuals distributed to prospects and customers. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Today, content is used to create experiences across the <a href=\"https:\/\/kylas.io\/sales-effectiveness\/sales-funnel-small-businesses\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">sales funnel<\/span><\/a>, starting right from the consumer discovery stage till a <span style=\"text-decoration: underline;\"><a href=\"https:\/\/kylas.io\/sales-strategy\/sales-promotion\" target=\"_blank\" rel=\"noreferrer noopener\">deal is closed<\/a><\/span> &#8211; it\u2019s much less a good-to-have, and much more a <a href=\"https:\/\/kylas.io\/sales-effectiveness\/small-business-sales-strategy\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">sales strategy<\/span><\/a>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-ht-block-toc  is-style-outline htoc htoc--position-wide toc-list-style-plain\" data-htoc-state=\"expanded\"><span class=\"htoc__title\"><span class=\"ht_toc_title\">Table of Contents<\/span><span class=\"htoc__toggle\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"16\" height=\"16\"><g fill=\"#444\"><path d=\"M15 7H1c-.6 0-1 .4-1 1s.4 1 1 1h14c.6 0 1-.4 1-1s-.4-1-1-1z\"><\/path><path d=\"M15 1H1c-.6 0-1 .4-1 1s.4 1 1 1h14c.6 0 1-.4 1-1s-.4-1-1-1zM15 13H1c-.6 0-1 .4-1 1s.4 1 1 1h14c.6 0 1-.4 1-1s-.4-1-1-1z\"><\/path><\/g><\/svg><\/span><\/span><div class=\"htoc__itemswrap\"><ul class=\"ht_toc_list\"><li class=\"\"><a href=\"#htoc-the-need-for-powerful-content\">The Need for Powerful Content<\/a><\/li><li class=\"\"><a href=\"#htoc-the-tangible-benefits-of-using-powerful-content-in-the-sales-funnel-stages\">The Tangible Benefits of Using Powerful Content in the Sales Funnel Stages<\/a><\/li><li class=\"\"><a href=\"#htoc-the-difference-between-great-content-and-great-content-for-the-sales-funnel\">The Difference Between Great Content and Great Content for the Sales Funnel<\/a><\/li><li class=\"\"><a href=\"#htoc-creating-content-for-the-awareness-stage-of-the-sales-funnel\">Creating Content for the Awareness Stage of the Sales Funnel<\/a><\/li><li class=\"\"><a href=\"#htoc-creating-content-for-the-engagement-stage-of-the-sales-funnel\">Creating Content for the Engagement Stage of the Sales Funnel<\/a><\/li><li class=\"\"><a href=\"#htoc-creating-content-for-the-purchase-phase-of-the-sales-funnel\">Creating Content for the Purchase Phase of the Sales Funnel <\/a><\/li><li class=\"\"><a href=\"#htoc-the-powerful-content-checklist\">The Powerful Content Checklist<\/a><\/li><\/ul><\/div><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-the-need-for-powerful-content\">The Need for Powerful Content<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Think about the last time you bought a product you really love, from a company you truly believe in. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Especially when it\u2019s a product you\u2019re invested in buying (maybe because it is of sentimental value or just because it\u2019s priced high), the conversations you have with the brand matter right up to the actual sale, and even afterward.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">For example, it makes a difference when Apple creates beautiful, high-definition ads for its phones.  It makes a difference when Dyson<strong> <\/strong>creates branded content videos showing you how to use its products. And, it does make a difference when Starbucks follows up its claims of customer satisfaction by replacing your unsatisfactory drink.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">These brands know that you\u2019re attached to the purchase you\u2019re making from them (again, either by sentiment or price), and they use conversations and content to build an unbeatable brand experience that makes all the hype worth it.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">That is why using these products makes customers feel a certain way. The pride of owning an Apple product, the joy of using a Dyson product, and \u2013 in India, having chosen Starbucks over the many inexpensive alternatives \u2013 the status of sipping on a Starbucks coffee, means something to their customers.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">These experiences cannot be built without content, and it\u2019s much the same when you\u2019re trying to close a deal for your product or service.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Why should a prospect buy from you over your competitors? No doubt that a couple of the reasons you come up with will be the superiority of your product \u2013 but without properly \u201cpackaging and presenting\u201d your product, your audience will never feel the value. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">A competitor who\u2019s better at <a href=\"https:\/\/kylas.io\/leadership-growth\/small-business-marketing-building-a-brand\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">marketing<\/span> <\/a>and selling their product will beat your revenues, and that is a fact!<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-the-tangible-benefits-of-using-powerful-content-in-the-sales-funnel-stages\">The Tangible Benefits of Using Powerful Content in the Sales Funnel Stages<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">You\u2019re looking at all the points we\u2019ve made and might be thinking \u2013 is it worth the time and effort investment, giving the sales funnel processes a content overhaul just to create great experiences?<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">So let\u2019s look at some of the tangible benefits you\u2019ll see when you make great content a part of your sales funnel strategy:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-1-greater-brand-discoverability\" style=\"font-size:22px\">1. Greater Brand Discoverability<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/15001260-Inblog-Experimentation-150x150.png\" alt=\"Why you need good content for sales funnel stage - Greater Brand Discoverability \" class=\"img-full-mob lazy\" title=\"Brand Discoverability\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Consistently putting out great content on the internet helps more and more people discover your brand. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-medium-font-size\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The keyword here is \u201cgreat\u201d &#8211; when you publish and promote content that is truly useful to your audience (either by way of adding knowledge, entertainment, or direction to their lives), the more likely they are to engage with it and share it, increasing your brand\u2019s discoverability and brand awareness.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-2-better-lead-quality\" style=\"font-size:22px\">2. Better lead quality<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/15001260-Inblog-Experimentation-1-150x150.png\" alt=\"women talking to a prospective client for better leads\" class=\"img-full-mob lazy\" title=\"Better Leads\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Powerful content is true to your brand and your audience, which means it helps draw in the right customers and gently keeps away those who will not actually purchase from you. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-medium-font-size\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">This is done in many ways: In advertisements, luxury brands do it with prestige marketing and undisclosed pricing, value brands do it with splashy pricing announcements, and so on. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">In other content avenues such as blog posts and videos, it\u2019s taken care of by look and feel \u2013 designed to be attractive\/relatable only to those whose tastes, aspirations, and preferences marry with the brand.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-3-increased-conversions\" style=\"font-size:22px\">3. Increased Conversions<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/15001260-Inblog-Experimentation-4-150x150.png\" alt=\"two men closing a deal\" class=\"img-full-mob lazy\" title=\"Increasing conversions\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Great content supports the sales process. We\u2019re talking social media, email marketing, brochures, text messages, and more \u2013 whichever channels you may choose to communicate with your prospects, using well-crafted and well-timed messages that encourage them to move forward will help boost your conversions.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-4-better-roi\" style=\"font-size:22px\">4. Better ROI<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/15001260-Inblog-Experimentation-3-150x150.png\" alt=\"man jumping over money\" class=\"img-full-mob lazy\" title=\"Better Return of Investment\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Great content creates a backbone for and amplifies your marketing and sales strategy. When you run an ad on Facebook and bring people to your website, your website content, videos, case studies, and blog posts help create legitimacy. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-medium-font-size\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">When you publish and promote case studies, blog posts, and product elements on social media, you create thought leadership. All of these tie into greater brand awareness, brand engagement, and goodwill, pushing the impact of your marketing and sales activities manifold.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-5-increased-brand-loyalty\" style=\"font-size:22px\">5. Increased Brand Loyalty<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/15001260-Inblog-Experimentation-2-150x150.png\" alt=\"Man standing below increased meter to show how brand loyalty increases in sales funnel stage with content\" class=\"img-full-mob lazy\" title=\"Increased Brand Loyalty\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">As we demonstrated earlier, great content helps create branded experiences that forge a connection with your customers. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-medium-font-size\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">As we know, that connection is what helps keep customers coming back \u2013 it&#8217;s why most B2B companies rely so heavily on their customer success teams to nurture customer relationships. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Using great content helps you create that connection right from the sales journey and increase brand loyalty.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-6-increased-advocacy\" style=\"font-size:22px\">6. Increased Advocacy<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/15001260-Inblog-Experimentation-5-150x150.png\" alt=\"two men standing with a loud air horn\" class=\"img-full-mob lazy\" width=\"151\" height=\"151\" title=\"Increased Advocacy\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Who doesn\u2019t love a great sales process? Even in <a href=\"https:\/\/kylas.io\/sales-techniques\/b2b-vs-b2c-selling-techniques\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">B2B procurement<\/span><\/a>, buying a product or service can be a process of anticipation \u2013 it is, after all, someone\u2019s job and purpose in your client\u2019s company.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color has-medium-font-size\">. <\/p>\n\n\n\n<p class=\"has-medium-font-size\">Creating a great sales experience with thoughtful, well-timed communication will increase the chances of them sharing their experience with others and talking favorably about your brand.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-the-difference-between-great-content-and-great-content-for-the-sales-funnel\">The Difference Between Great Content and Great Content for the Sales Funnel<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"ub-styled-box ub-bordered-box\" id=\"ub-styled-box-ba1c8977-d2d5-4fbf-a0b1-2a8ddb1505b4\">\n\n\n<p class=\"has-medium-font-size\">Did you know that according to a survey, 73% of consumers report feeling frustrated when a website offers content (ads, promotions, etc.) that has nothing to do with them?<\/p>\n\n\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">We can sum up the difference in one word: <strong>purpose<\/strong>. The purpose of content created for the sales funnel is to move each prospective lead from one stage to the next. As we mentioned earlier, it\u2019s akin to a long-term sales strategy.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">When you speak of \u2018content\u2019 in general, it applies to an entire spectrum of communication \u2013 marketing collaterals, ads, blog posts, and videos, papers, testimonials, and so on. While these can and should be used where possible within the sales funnel, you must consider where they would make the most impact towards your end goals.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The first step to creating content for each stage of the sales funnel, then, is to identify the purpose.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/In-blog-Infographics-Edited-27.png\" alt=\"Infographic explaining the three of sales funnel stages : awareness, interest and purchase\" class=\"img-full-mob lazy\" width=\"768\" height=\"356\" title=\"Sales Funnel Stages\"><figcaption>3 Sales Funnel Stages<\/figcaption><\/figure><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-creating-content-for-the-awareness-stage-of-the-sales-funnel\">Creating Content for the Awareness Stage of the Sales Funnel<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">As we\u2019ve outlined above, the goal of the awareness phase is to capture the attention and interest of your relevant audience. The wider is your <a href=\"https:\/\/kylas.io\/sales-effectiveness\/sales-strategy\/navigate-prospecting-top-of-the-funnel-marketing-as-a-sales-professional\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">top of the funnel<\/span><\/a>, the more prospectively interested people you can pull into your orbit.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-the-purpose-of-powerful-content-in-the-awareness-phase\" style=\"font-size:22px\">The purpose of powerful content in the awareness phase:<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Generate interest in your product category and product<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Create curiosity about your product in the minds of your audience<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Establish a brand-level connect \u2013 or relatability \u2013 for your audience<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"ub-styled-box ub-notification-box\" id=\"ub-styled-box-c7f99d4c-8a1a-4cca-8d24-fc8f9206180b\">\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\"><strong>Top tip:<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">To be able to generate interest and curiosity, the first step is always to know your audience. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">What do they do for a living, what are their aspirations, where do they come from, and do they have family, or are they young and unattached? What are their pain points with respect to your product?<\/p>\n\n\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Knowing the answers to such questions tells you what you should be talking about to meet your goals &#8211; your product and your <a href=\"https:\/\/kylas.io\/leadership-growth\/small-business-marketing-building-a-brand\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">brand<\/span><\/a>!<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-type-of-content-to-be-created-in-the-awareness-phase\" style=\"font-size:22px\">Type of Content to be Created in the Awareness Phase:<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Creating brand experiences: Talking about your why, your purpose, vision, goals, etc.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Introducing your product: What it is, what problems it solves, what your main value proposition is for it<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-creating-content-for-the-engagement-stage-of-the-sales-funnel\">Creating Content for the Engagement Stage of the Sales Funnel<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The engagement phase of any sales funnel is usually the longest. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">This is when prospective customers take their time to research your product, compare it with competitors\u2019 products, check out reviews and price comparisons, and also consider the best channel for buying your product. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Even in a B2B buying cycle, much of the research is now done online \u2013 during the engagement phase.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The more relatable and helpful content you create during this phase, the more prospective customers you can push towards making a buying decision.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-the-purpose-of-powerful-content-in-the-engagement-phase\" style=\"font-size:22px\">The Purpose of Powerful Content in the Engagement Phase:<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Educate the audience about your industry so they can make better purchase decisions<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Talk about your product and what sets it apart, how it can help your audience achieve their goals or address their pain points<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Encourage the audience to make a purchase<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"ub-styled-box ub-notification-box\" id=\"ub-styled-box-f73e540f-0fa5-4e4d-89ac-13b7976a0693\">\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\"><strong>Top tip:<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">In the awareness phase, the most important first step was to know your audience. In the engagement phase, you need to<strong> dissect and segment your audience<\/strong>. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">You&#8217;ll always have different buyer types or buyer personas, and you need to create content that appeals to them all (they will have different aspirations, needs, and hence different thought processes and questions that need answering). Make sure you are relatable to them all while staying true to your brand!<\/p>\n\n\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-type-of-content-to-be-created-in-the-engagement-phase\">Type of content to be created in the engagement phase:<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Talking about your industry: Market happenings, latest developments, news pieces, etc.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Helping your audience with regards to their pain points: Advice, how-to, tutorials, and guides, etc.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Talking about your product: Introducing people to the features, differentiation, and unique selling points of your product<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-creating-content-for-the-purchase-phase-of-the-sales-funnel\">Creating Content for the Purchase Phase of the Sales Funnel <\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">The purchase phase of the sales funnel is the narrowest part of the sales funnel for a reason: in the transition through every stage, from awareness to engagement and from engagement to purchase, a lot of what you thought were prospective customers actually drop off.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">There are multiple reasons for this, from them not being invested in the purchase decision in the first place, to them having chosen a competing product instead. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">What content does is try to address every pain point, concern, or query that potential customers may have, so that fewer of them \u2013 only the unqualified ones, really \u2013 drop off from each stage.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">In other words, content acts like a really attentive, proactive salesperson.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-the-purpose-of-powerful-content-in-the-purchase-phase\" style=\"font-size:22px\">The Purpose of Powerful Content in the Purchase Phase:<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Address any purchase-level concerns that prospective customers may have<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Reduce the time and make it easy for customers to jump from content to purchase<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>To prevent any prospective customers from jumping ship to competitors or dropping off at the last minute<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"ub-styled-box ub-notification-box\" id=\"ub-styled-box-07fdf047-7f5b-499e-9f91-fcdbd7c6772d\">\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\"><strong>Top tip:<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">In this phase, you need to switch from content that is informative &amp; engaging to content that is actionable. Anyone in this phase of the sales funnel is ready to make a purchase decision \u2013 it&#8217;s your content\u2019s job to make it as easy and quick for them to do so.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\"> More importantly, it\u2019s your content\u2019s job to reassure them that they are doing the right thing by considering making a purchase.<\/p>\n\n\n<\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Emailers and SMSes with case studies\/success stories, transactional messages, and personal touch are your best bet in this phase.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-types-of-content-to-be-created-in-the-purchase-phase\" style=\"font-size:22px\">Types of content to be created in the purchase phase:<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Transactional messages \u2013 such as with drip email marketing<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Showcasing how you\u2019ve made an impact with other clients, or how other clients leveraged your products<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Promotional messages \u2013 any campaigns, offers, etc. that you might be running<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-the-powerful-content-checklist\">The Powerful Content Checklist<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/08\/In-blog-Infographics-Edited-28.png\" alt=\"Infographic with powerful content checklist for every sales funnel stage \" class=\"img-full-mob lazy\" width=\"768\" height=\"356\" title=\"Powerful Content Checklist \"><figcaption>Powerful Content Checklist <\/figcaption><\/figure><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">As you can see, there are a lot of expectations pinned on the content you\u2019ll be creating for the sales funnel \u2013 actual, tangible expectations. That is why your content needs to be in its best shape: steer away from wishy-washy, generic content that doesn\u2019t really meet any ends.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">To make things easier, we\u2019re sharing a quick checklist.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-powerful-content-is\">Powerful content is:<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Driven by a purpose<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Tied to a metric<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Easy to understand<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Written with your audience in mind<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>In sync with your brand tonality<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Unique to your brand<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Crafted singularly for each platform<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Cohesive across platforms<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Consistently published\/shared<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"has-medium-font-size\">\n<li>Easily discoverable<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">And with that, we hope you\u2019re all set to create powerful content for each stage of your sales funnel! A good place to start is to dissect your audience, then dissect your sales funnel and the various ways &amp; places in which you can best leverage content across it, to serve that audience.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><strong><em>Note: If you have multiple products with completely different audiences, you may need totally different content for each<\/em><\/strong>.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><em>If you have any questions on how to create great content across the sales funnel stages, feel free to get in touch! You can simply drop a line in the comments section below and we will get back to you.<\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u201cSelling is really about having conversations with people and helping improve their company or their life\u201d &#8211; Lori Richardson Gone are the days when \u201ccontent\u201d applied to a few flyers, product brochures, and manuals distributed to prospects and customers. Today, content is used to create experiences across the sales funnel, starting right from the consumer &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/kylas.io\/en\/sales-strategy\/content-for-sales-funnel-stage\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to Produce Powerful Content for Every Sales Funnel Stage?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":23,"featured_media":14655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[12,34],"tags":[8,58],"acf":[],"featured_image_src":"https:\/\/kylas.io\/en\/wp-content\/uploads\/2021\/08\/PB-Banner-Guide-Images-ONLY-7.jpg","author_info":{"display_name":"Shagun Sharma","author_link":"https:\/\/kylas.io\/en\/author\/shagun"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Produce Powerful Content for Every Sales Funnel Stage? | Kylas<\/title>\n<meta name=\"description\" content=\"Powerful content for every sales funnel stage creates experiences that serve a purpose &amp; helps increase your conversions. 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