Content Marketing for Lead Gen: How to Get Started
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Transcript of Content Marketing for Lead Gen: How to Get Started
Content Marketing for Lead Gen: How to Get Started
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BASICS
Introduction
Next Generation CMS software, combining web content management, email marketing and multi-channel campaign management.All delivered in the cloud.Over 200 customers in industries including software and technology, higher education, healthcare and sports and entertainment.
Marketing Services at the intersection of art and science.
Integrated offering including:• brand development• digital strategy• website redesign• social media• advertising and communications• analytics and optimization
Introducing Nicole Capelo
Marketing Specialist at Marqui
Expertise:
• Content marketing
• Web marketing (blogs, social media engagement, email marketing)
• Copywriting
• Communications
Introducing Dan Biggs
Digital Strategist at Station X Communications
Expertise:
• Web analytics
• User experience
• Information architecture
Clients:
• Sleeman Breweries
• Mercedes-Benz
• 7-Eleven
• Corix
AGENDA
1. What is Content Marketing and
How Does it Work? Definition,
History and Guiding Principles
2. Gating Strategies
3. Real World Examples
4. Kick-Starting Your Content Marketing Program
5. Q+A
Content Marketing…In 20 Words or Less
Content marketing involves creating and
distributing educational content, or content of
value, to attract new customers and maintain
loyalty.
There’s no marketing without content.
The Infinite Power of Story
HISTORY
“The History of Content Marketing”, Joe Pulizzi’s blog at Content Marketing Institute, 2012.
HISTORY
“A Brief History of Content Marketing”, MarketingProfs, 2011.
TODAY
• B2B buyers are turning to the web to research purchases. Buyers may evaluate up to 10 sources of information before even speaking with a potential vendor. *
This means:
• Longer sales cycles
And
• Increased emphasis on accessible web content that guides prospects through the purchase funnel
* Corporate Executive Board’s Marketing Leadership Council research, 2011.
A Changed Buyer
How Does It
Work?
EXCHANGE
How Does It Work? Some Principles
Relevancy
OriginalityValue
Content M
apping
G
ating Content
“Gating” content is the practice of exchanging premium thought
leadership content for a prospect’s contact information.
G
ating Content
“Gating” content is the practice of exchanging premium thought
leadership content for a prospect’s contact information.
Tier 1: Paid content
Tier 2: Gated Content
Tier 3: Non-gated content$
$
Gated Not Gated
• Whitepapers• Webinars/Events• Instructional videos• Newsletters• Detailed case studies• White papers
• Simple case studies• Promotional videos• Simple product demos• Blog posts• Infographics
G
ating Content
Non-gated content should be used for:• Generating viral spread and shares on social
media networks• Generating interest and establishing a
presence in the market• Traffic generation through SEO and incoming
links• Establishing trust in your brand, company or
products• Establishing value of your thought leadership
content
G
ating Content
Gated content should be used for:• Custom research• Software tools• Providing solutions about how your product
can solve client pain points
Real Examples
General Electric: The GE Show
General Electric: The GE Show
General Electric: The GE Show
SolarWinds: Free Trials and Training
SolarWinds: Free Trials and Training
Marin Software
Marin Software: Co-branded Webcasts
What content do you already have? • Auditing your content• Auditing your buying process• Refreshing old, creating new and remapping content
Kickstart Your Content Marketing Program
• Gathering market intelligence• Create material around your company’s solutions • Why mediocre content doesn’t work • Letting data drive content development
What Content do you Need to Make?
• Developing a process• Create content calendar• Assigning a “storyteller” for your organization• Finding and briefing subject matter experts
Your Content Development Team
• Email: Great for nurturing prospects• Social media: Fostering a two way conversation• Paid Search• SEO: Great content will generate organic search results
Different Channels, Different Purposes
Next Gen Content Management System (CMS) • Agility of putting content on the web quickly and easily• Ease of distribution of content over multiple channels• Measuring the success of content’s effectiveness
The Essential Toolset for Content Marketing
Analytics System• Measuring the traffic and conversions of channels • Testing lead generation forms• Understanding content demands of prospects
Social Media Tools• Monitoring conversations and questions on social networks• Synch messaging over social media channels • Tracking social media shares
Want to see Marqui in action?
Join us for a live product demo. Click the link in the GoToWebinar chat window to register.
Q & A
Dan Biggs, Digital StrategistStation [email protected]
Nicole Capelo, Marketing [email protected]
DM us on Twitter www.twitter.com/Marqui_CMS or www.twitter.com/therealstationx