Content for Lead Generation

Dayna RothmanSr. Content Marketing Manager, Marketo and Author of Lead Generation for Dummies @dayroth

66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person.

68% of consumers spend time reading content from a brand they are interested in.

Content marketing helps your brand stand out.

…and reduces risk for your buyers.

Many marketers think creating great content is an uphill battle.

Your Team.

#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Staffing for Content Creation

• Get Stakeholder buy-in• Appoint executive editor • Invest in content creators

• Content consumers• Great communicators• Great project managers


Chief Content Officer/Director of Content

• Marketo - VP of Product Marketing • Executive leadership• Responsibilities could include:

• Owns story of the business• Content final approval• Audience development/influencer relations• Measurement/business accountability


Managing Editor

• Content strategy and creation • Vendor coordination • Production• Scheduling • Consistency• SEO • Publishing• Blog management


Content Creators

• Additional team members• Internal SMEs• Outsourced writers• Outsourced design agencies • Partners, customers, and other thought leaders


Organizational Content Contributors

How do you get the thought leaders in your company to create content?• Stakeholder /executive support• Grass roots evangelism• Training• Incentive programs• Create a splash!

Content Planning.


Persona Creation and Buyer Journeys


VS.

Content Arcs and Themes

Product Releases

New services

Trends

Hot Topics


Mapping Content

• Mid Stage Gated? Yes

• Late Stage Gated? Mostly No

• Early Stage Gated? No

Lean Content Creation.


Repurpose Content


Repurpose “Big Rock” Content Example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:


Videos:

Blogs:


Repurpose Blogs

Blog to Ebook


Rewrite and Redesign

Before After

Promoting Your Content: A Sample Plan


Webinars

• Expand your reach for a key ebook by offering a webinar

• Asset: Definitive Guide to Social Marketing• Webinar 1: The Definitive Guide to Social Marketing

Webinaro Registrants: 2,775 Attendees: 588o Recorded Asset: 16,000 views

• Webinar 2: The ROI of Social Marketingo Registrants: 2,289 Attendees: 568o Recorded Asset: 3,000 views


Be Everywhere with Your Asset Art


Website Real-Estate


Blog Promotion


Email Promotion


Social Promotions

• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs• Facebook Ads: 2620 Downloads• Twitter Ads: 1,430 views, 31 Form Fill-outs • SlideShare: 7,641 views, 312 Downloads


Visual Content for Social


Pay-Per-Click


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LeadNurturi

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Lead Nurturing Plugs the Leak

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

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MQLSAL

SQL

Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg•% Slow Leads: 80%•50% more MQLs at 33% lower cost per lead


7 Key Takeaways

1. The way buyers buy has changed forever—the way we market and sell must change as well.

2. Publish/own content to help leads find you.3. Investing in the right team is the key to success.4. Do more with less by using lean content creation5. Multi-channel content promotion will give you biggest

bang for your buck.6. Create content for all stages of the buying cycle 7. Thing big, start small, move quickly!

Content for Lead Generation

Marketing

Transcript of Content for Lead Generation