We begin by grabbing attention, by serving up content that will appeal to their needs. They might even already be looking for it!
We can then Drive them to a central hub where (now that they are interested and invested) they can take a bit more time to Discover more.
Once there, they are exposed to a wide array of deep Dive content, that they can explore at their leisure, to really get under the skin of the issue and form a rounded opinion and shape behavior.
Arranging our content in this way not only drives consistent, effective communication. It also provides a simple, followable framework for journey planning and measurement.