FullQuota Webinar: 6 Keys to Creating GREAT Content

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    28-Jan-2015
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Reed Overfelt, Chief Marketer and CEO of FullQuota, shows you how to create content that gets found when the buyer is looking for it and that speaks to your buyer’s needs at each stage of the buying cycle. He’ll show you the 6 keys to creating great content: * Identify and understand the “real” needs of your target buyers, * Create content tailored to your buyers’ needs and interests, * Make a content calendar that keeps you on track, * Optimize your content so that it gets found every time a buyer is looking, * Promote your content so that it’s found where your buyers hang out, and * Find out what content works best. Who’s it for? Marketing directors that want content that drives sales and fills up their pipeline.

Transcript of FullQuota Webinar: 6 Keys to Creating GREAT Content

  • 1. Buyers have changed.Disclaimer: Use of social media company icons is for instructional purposes only and in noway implies an association or partnership with any of the individual companies, or approval,sponsorship, or endorsement by any of the individual companies.

2. Yesterdays approach:GET IN THEIR FACEwhen theyre not looking.Todays approach:GET FOUNDwhen they are looking. 3. That meansyou need tobe here Top 3 4. and here 5. and here 6. and here8 7. and dontforget here 8. HOW? 9. thinking like a marketer or advertiser 10. START thinking like a publisher andsocializer. 11. start creating content your buyers will love.Content that is that ismeaningful and relevantincluding: Top-notch blog articles New market data Industry research, reports, &studies Educational content 2013 FullQuota. All rights reserved. 12. HOW? 13. 1 Understandyour targetbuyerpersona! 14. Understand why executives are different Have unrelenting demands ontheir schedule Spend most of their time inmeetings Hate being pitched Need to sell decisions internally Trust their peers and inner circle Are very quick studies 15. And what executives value Return on time invested Outcomes-based content and conversation Prescriptive value and case-based discussions Peer input and relationships Connection to experts and high- value thinking 16. 2 Map yourcontent to yourtarget buyerpersona! 17. PIPELINE STAGEAwareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM)Prospect knows theres a problemProspect recognizes a need for a Prospect seeks solution to theirBUYERS OBJECTIVEthat needs to be solved solution like yoursneed; ready to buyVAGUE NOTIONOF POSSIBLETRENDSOLUTIONREPORTSINTERESTED IN Q&A Q&AA SOLUTIONARTICLES eNEWSLETTEREBOOKS WEBINARSRESEARCHINGSTEP-BY-STEPSTEP-BY-STEPVENDORSEBOOKS WEBINARSEVALUATINGFAQDEMOPRODUCTS SHEETSVIDEOSNARROWINGFIELD FEATURE CASEDEMOS GUIDESSTUDIESREFERENCEANALYSTCUSTOMERCHECKREPORTS TESTIMONIALSNEGOTIATINGDATAROI PRICE SHEETS CALCULATORSGUIDESPURCHASEKEY OUTCOMES CHECKLISTSSUBSCRIBE FOLLOW ENGAGEOPENDOWNLOADVIEWPARTICIPATESHARE INQUIRE 18. Create an3 editorialcalendar 19. People process informationbetter in bite-sized chunks. 20. Schedule your content a little bit at atime Content Progression Schedule Outcome Email industry trend report Day 1Open, Share,Download Publish industry trend report messages to Twitter, Facebook Pages,Day 1, 5, 7, 10, 13, 15, Share , Download and LinkedIn Groups 21, 22, 23, 24, & 25 Send weekly e-newsletterDay 7Open , Share Send weekly e-newsletterDay 14 Open, Share Send personal invitation to attend industry trend webinar Day 20 Attend Publish industry trend webinar messages to Twitter, Facebook Pages, Day 20, 22, 24, 26, 27,Share, Attend and LinkedIn Groups 28, 29, & 30 Send weekly e-newsletterDay 23 Open Send link to recorded industry trend webinarDay 30 View Publish industry trend webinar recording messages to Twitter, Day 30, 32, 34, 36, 38,Share, Listen Facebook Pages, and LinkedIn Groups & 40 Send weekly e-newsletterDay 30 Open Personal invitation to attend product demo webinarDay 60 Attend, Convert Publish product webinar messages to Twitter, Facebook Pages, andDay 60, 62, 64, 66, 68,Share, Attend, LinkedIn Groups 70, 71,72, 74, &74 Convert 21. 4 Start creating meaningful and relevant content 22. Content DOs:1. Focus on topics relevant to your buyers role and current challenges2. Summarize, summarize, summarize3. Hard facts = credibility and credibility is key4. Pick the right channel5. Push beyond common wisdom and top-of-mind trends 23. Content DONTs1. Dont be boring.2. Dont just wing it follow your plan!3. Dont use content from the same one or two sources. Mix it up! Its more interesting for your readers.4. Dont just start the process and then never critique it again. You have to continually tweak it.5. Dont be afraid to try new things. 24. 5 Optimize your content 25. UnderstandwhatmotivatesGoogle(as well as bing and Yahoo) 26. Help Google decide. 27. On-Page SEOOff-Page SEORanking Algorithm f(n)= Relevance + Authority 28. Creating exceptional and uniquecontent is the key to getting found! 29. 6 Socialize your content 30. Pick the right ? channels.6a 31. Channel #1:Blogging 32. Blog, and blog often. 33. Channel #2:LinkedIn 34. LinkedIn is a mustfor B2B marketers. 35. Channel #3:Facebook 36. Facebook is an effectiveB2B marketing tool. Itsjust not as good as someof the others (yet!). 37. Channel #4:Twitter 38. SOURCE: EMARKETER, APRIL 2011 39. Twitter = influence.Start tweeting relevant, originalcontent you want to be shared! 40. Channel #5:Paid Search 41. Paid search is agreat way to getyour contentfound fast.Organic is still best long term! 42. Channel #6, 7 & 8:Google+PinterestInstagram 43. Make content easy to share BLOGS EBOOKS WEBINARS DEMOS NEWSLETTERS EVERYTHING!6b153 11053 1 1 3 2 1 2share tweetemail +1 44. 1 Understand Your Buyer2 Map Your Content3LetsCreate an EditorialCalendarrecap 4 Create MeaningfulContent5 Optimize Your Content6 Socialize Your Content 45. ARE YOU READY TOTRANSFORM YOUR MARKETING?SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com 46. Prepared by FullQuota on behalf of Microsoft 47. ALL THE WAY 48. Image Sources Slide 3 - Courtesy of Stfan http://www.flickr.com/photos/st3f4n/ Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 8 - Screenshot taken by YMKM Agency, LLC Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license Slides 16-18 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart Slide 20 - Courtesy of FullQuota Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml Slide 24 - Purchased from iStockphoto http://www.istockphoto.com/license Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration Slide 29 - Screenshot taken by YMKM Agency, LLC Slide 41 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license Slides 52, 59, 62 Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html Slide 77 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 79 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 82 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 86 - Courtesy of Stfan http://www.flickr.com/photos/st3f4n/ Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/ Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/