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and what are the optimal number of touches to move your content through the funnel i don't think there's a specific number i don't think volume is the answer i think it's the type of content they're consuming so when they come in to your website hopefully that first touch you know converts them from a visitor to a lead that you want that to happen very quickly okay so i'll just walk through one example here so you take you get your piece of coverage you blog about it but the key here is you're not just blogging about your coverage you're writing a blog post you're linking to your coverage you're giving more value-add so say someone read the case study though that's pretty interesting well here's some tips about how other people are also you know other organizations like whoever's reading this blog could also get similar results and oh and if you liked what you just read in this post download this white paper on building patient loyalty and that's where the magic happens that's when when they download that paper that's when they're converted to the middle of the funnel you can now begin tying pr your pr results to sales because you've attracted a web visitor they've downloaded the white paper and now they're in the nurturing so then the rest of the campaign should look something more like this you're not now nurturing again you're in the middle of the funnel um and you'll see in this example that after they downloaded that wipe the white paper the nurturing content is that's where the case study comes in so we mentioned the case study earlier now the glossy case study with more detail so we know that they are probably interested in a case study since that's what they read in the initial blog post so you're giving them more content middle section from middle to uh bottom of the funnel they may never move to bottom of the funnel it's not how many times they've downloaded a white paper it's what content are they starting to consume so your lead nurture campaign will have different types of content and there's also a really good strategy about to move them to the next part of the funnel is if they download a middle of the content there you can actually have a double landing page strategy where they download one piece of content that's middle of the funnel and then you can say thank you for downloading that piece of content would you be interested in a this other piece of content which is late stage and if they download that and consume it then that will move them to the funnel but if they don't they'll remain in the middle of the funnel rather than the bottom you