generating sales ready leads through content marketing
TRANSCRIPT
Who is this dude?
• I’m Greg• Also known as “Shuey”• Co-founded Stryde• Husband of one, father
of two… and a dog• Master fort builder
Generating Sales Ready Leads Through Content
Marketing
What Is Content Marketing?
“Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience and ultimately,
to drive profitable customer action”
- Joe Pulizzi
TEACH… DON’T SELL
WHY?
Backlinks Fuel
BUILD TRUST
INDUSTRY LEADER
60% of all purchase decisions are made before
having a conversation with a sales representative
- Harvard Business Review
61% of consumers say they feel better about a company
that delivers custom content, and are more likely to buy from that company.
- Content Council
People spend more than 50% of their time online
looking at content.
- Nielsen
70% of consumers prefer getting to know a company via articles rather than ads.
- Content+
90% of consumers find custom content useful, and
78% believe that organizations providing
custom content are interested in building good
relationships with them.
- CMO Council
Market ResearchContent Marketing
Strategy
Content Creation
Content Distribution & PromotionLead Capturing &
Nurturing
Market Research
One of the quickest ways to fail at marketing in general is not intimately
knowing and understanding your audience
Start With Personas
Personas• How do you get the data?
o Current customer surveyso Current prospect surveyso Google Consumer Surveyso Survey Monkey Market Research
Surveys
The Buyer’s
Journey
Content Types• Know thy audience!
o How do they like to consume content???
Content Types• Start searching like a prospect• Look at content that’s ranking
o Blog Posts?o Aritcles?o Videos?o Reviews?o News?
Where Does Your Audience Hang?
• Social Media?• Blogs?• Forums?• YouTube?• Apps?• Tradeshow Magazines• Etc.
Content Marketing Strategy
BRAINSTORMING/IDEATION
Good Ideas Are Everywhere!
Content Topic Ideas• TV Shows• Magazines• Books• Billboards• Events• Etc.
Content Topic Ideas• Ask your sales reps• Ask your services reps
THINK RESOURCES!!!!
SEARCH QUERY RESEARCH
Google’s KW Tool
Auto Suggest
Related
Searches
EDITORIAL CALENDARS
Editorial Calendars• Google Calendar• Google Spreadsheets• WordPress Plugins• Co-Schedule
Editorial Calendars• Due Dates• Review/Editing Dates• Publishing Dates• STICK TO THEM!!!!
Content Creation
THINK RESOURCES!!!!
LESS IS MORE
QUALITY OVER QUANTITY
Building Better Resources
• Create original content• Take a different angle• Create strong headlines• Make content actionable• Provide answers/solutions to
problems
Building Better Resources
• Accurately source information• Create engagement• Include beautiful imagery• Include video• Continually update
Building Better Resources
• VIDEO!!!• Infographics/Micrographics• Quizzes/Polls• eBooks/Guides• White Papers
Building Better Resources
• Expert posts• List posts• Opinion posts• Review posts• Co-created posts
Content Distribution & Promotion
What’s The Difference?
Content promotion is talking about, sharing, or incentivizing a dialog about content that exists on your
own website.
Ultimately, you’re drawing attention to and bringing readers to consume
the content on your website.
Content Promotion• Social Media
o Facebooko Twittero LinkedIno Pinterest o Instagram
Content Promotion• Paid Ads
o Google Adwordso Social Adso Native Ads (Outbrain, Taboola,
Zemanta)
Content Promotion• PR• Forum Participation• Blogger Engagement
Content distribution is the effort of taking your content and publishing it on various channels off of your
website.
Creating and posting pieces of content specifically designed for
another channel.
Content Distribution• Social Media
o YouTubeo LinkedIno Pinteresto Instagram
• Presentation Sharing Sites
Lead Capturing & Nurturing
Lead Capturing• RFP• Request a demo• Download guide/ebook/white paper• Sign up for a newsletter
50% of all leads are qualified but not yet ready to buy from you.
- Gleanster Research
ENTER: Lead Nurturing
Lead nurturing is the process of developing relationships and trust between you and your potential
customers.
It focuses marketing and communication efforts on listening
to the needs of prospects, and providing the information and
answers they need.
The Buyer’s
Journey
Lead Nurturing Workflows
• Mail Chimp• Constant Contact• HubSpot• Marketo• Eloqua• Stryde
Market ResearchContent Marketing
Strategy
Content Creation
Content Distribution & PromotionLead Capturing &
Nurturing
