Content & ConversationsContent Marketing + Social Media

Create a Content Strategy for Lead Momentum

Presented by Ardath AlbeeCEO & B2B Marketing Strategist

Marketing Today

Opportunities

• Building more personalized relationships• Increased credibility >> consistency• Immersive engagement• Expanded reach• Be Human

• Helpful Information• Insights to Problems• No Pressure• Choice• Instant Gratification• Guidance• Set Their Own Pace• Increased Confidence• Professional Success• Less Risk• Conversations

What Buyers Want

The Marketing Shift

©2009-2011 Marketing Interactions, Inc.

Challenges

Context |Content |Conversations | Consistency | Cost

Context Rules!

Content is Marketing CurrencyBuyer Perception

Immediate Relevance

Buyer Perception

Recognizable Value

Buyer Response

Payment with Attention

Buyer Response

Payment with ActionMarketing Content

Vendor CurrencyEngagement Level

Buyer Currency

Conversation

Consistency

How access to colleagues and data powers productivity

Improve your customer satisfaction with presence

Shorten your time to revenue with project workspaces

We’re the leading provider of…

Our X Solution won another award!

We added 37 new customers this month.

Blog Website

Cost

• Fuel is expensive• Perception is hard to change• Free isn’t cheap• Conversations never end• Resources are limited• Leads are a terrible thing to waste

Social Media is Content MarketingAt least 85% of Executives are using Social Media during the purchase decision.

- Forrester Research

The ultimate question you need to ask yourself about social is…

Think “Hub”

Website

Blog

Social/Earned

Hub = Content + Conversations

Blog Posts

Articles

Tweets

LinkedIn Status/Groups

Lead Database

Email InvitationsPress Release

An Event Hub

One Asset = One Goal

White paper > Lead GenerationeBook > Credibility

Blog Post > Thought LeadershipArticle > Lead Nurturing

Email > Click Thru

Tweet > Web Traffic

Syndication > Awareness

Content Hubs Amplify Goals

Awareness

Credibility & Thought

Leadership

Web Traffic

Lead Gen

Lead Nurturing

Qualified Leads

Cycle Momentu

m

Content Hub

Content Hub Case Study

Blog

Website

Webinars

Syndication

Pocket Guide

eBooks

Email

Tweets

Results• Pocket Guide downloads – 7,000• Webinars – 1,000 attendees each• Individual guides – 3,000 downloads each• Series of 5 emails – 143,000 impressions• Social Media – Twitter, LinkedIn, Blog

• Complete book downloads associated with 7 Deals• Three book chapters combined influenced 10 deals • Combined webinars influenced with 11 deals

Content + Conversations Influenced 28 Deals!

Plan Your Moves

• Rule of 5– One asset– 5 ways to use it

• Use repetition wisely• Think Niche– Topics & Themes

• Incite Action– What’s the 1 thing?

Think About What You’re Saying

Courtesy of We Make Clouds By Mike Farah & J. Longo

Do Not Forget

Your audience now has an audience of their own.

Word travels FAST!

Monitor for Response Patterns

A Few Final Thoughts

• Assess your social profiles from the outside.• Pay attention to attention.• Nurturing doesn’t depend on a database.• Claim your niche and stick with it.• Be patient, persistent and consistent…

across all channels.• Ask for the action.

Thank You!

Ardath Albee, B2B Marketing StrategistMarketing Interactions, Inc.

Web: www.marketinginteractions.com Twitter: @ardath421Blog: http://marketinginteractions.typepad.com