Lead Generation:
Content, Engagement and Innovation
Rory McNeilMarketing Manager, EMEAemedia
Setting the stage
Creating an effective content marketing strategy
The content that’s driving engagement in 2013
The latest challenges and innovations in the space
Lead generation & content
How do we attract new customers today?
No-one would click on this advert.
SELL TO ME!
But driving leads isn’t easy
And even if they do…
We can’t just assume this will do the trick.
Content is your carrot
Lead generation is give and take:
We want to know more about the prospect.
They want something of value.
So give it.
The data bit
B2B content marketing trends
Independent research into UK-based B2B marketers’ plans for lead generation & content marketing.
Key findings include:
50% of marketers surveyed said lead generation was the purpose for their content
Few have a clear content strategy (26%)
Little cohesion to align content to lead generation
Assets being produced are suited to converting leads
What types of content?
Getting together a lead generation
strategy
Map your buying cycle
Map your buying cycle and identify prospects’ positions in it.
Target prospects within each zone… plan content production to fulfil stage-specific information needs.
Identify need -
Realisation
Find solutions -
Awareness
Experience/Repurchase
Evaluate solution -
Consideration
Force them to act -
DecisionPurchase
Best content for lead generation
Sells the problem (or opportunity)
Proves you know what you’re talking about
Shows their problem can be fixed (by you)
Displays that you’re credible and different
Demonstrates that you’re easy to deal with
Secure credibility & acceptance
PurchaseForce them
to act -Decision
Identify need -
Realisation
Find solutions -
Awareness
Evaluate solution -
Consideration
Designing your content
What is content?
Information+
Delivery
Information for lead generation
Has 5 main functions within B2B marketing:
Educate and inform
your audience
Prove capability and status in your field
Differentiate from your
competitors
Provide evidence you’ll fix
problems
Create confidence
in your solution
Delivery
What collateral types work best for lead generation in your sector?
Answer:
The one that displays the information in The most engaging, logical manner and
at the right time.
Asset types that fit your funnel
Realisationidentify need
Awarenessseek solutions
Considerationevaluate solutions
Decision
Purchase
Case studiesTestimonialsPress releasesProduct comparisonsPrice matrixes
How-to guidesWhitepapersWebinars & VideoProduct guides Demonstrations
InfographicsArticles & newslettersMarket guidesBlogs
It’s not a science
Strategic guides - 2 approaches:A summary piece that show’s top-level insightsFull-length piece with deep insights and evidence
Data - Graphical is better and text should only be used for a bulleted summary. Highlight key findings with a small infographic
Advice - blogs and video are a great way of sharing, but a ‘Top-tips’ guide with your key points will work for lead generation
Product support - online presentation tools and webinars are a great way to display often dull subject material
Planning and producing your assets
There are 3 common hurdles to creating great assets:
‘I haven’t got the time or resources.’‘I don’t know what to say.’
‘My website already has enough content.’
Generate ideas, involving those outside your silo
Create a structured wireframe plan
Amend, share internally and
develop
Use a trusted writer/producer
(internal or beyond)
Use creative design to present the
information
Take a logical path to developing your assets:
7 rules for success or failure
Keep it short - or at least break up into manageable sectionsKeep it fresh - old, outdated content will frustrate the prospectKeep it accessible - free from jargon and convoluted acronyms
Mix it up - use all the tactics at your disposal
Highlight the benefits - note the features
Tell a story - give them something they want to read
Killer headline - make it as alluring as possible
7 Do’s
Sales-led conversation - a sure-fire way to turn-off your prospect
Data-heavy insights - give it some visual representation
Dishonesty - always strive to provide what you offered
Inconsistency - buyers need a constant, consistent messageDull & un-engaging - get creative and use language that hooks
Lack of targeting - map your persona profile and use
Visually uninspiring - looks matter, so make it look good
7 Don’ts
What content is working in your
sector?
Who are emedia?
A leading global provider of business lead generation services.
Strong subscriber engagement to deliver effective, asset-backed lead generation and awareness.
500,000+ business leads for customers each year in the UK.
Operating since 1999, providing advertising,
content & lead generation services.
Reach 800,000+ UK professionals via permission-based
subscriptions.
We’re global with offices in USA, Australia and
Western Europe.
Range of tailored services to provide turn-key
lead generation.
Information in your sector
Within every sector there are nuances.
People want their information in different formats, delivered on certain topics and at different times.
We’re going to look at 4 areas to give you some insights into the trends that we’ve been seeing since the beginning of 2013.
IT Marketing
HRBusinessFinance
IT
Amongst IT professionals, the top areas of interest have been:
Bring Your Own Device & Mobile Device Management
Big Data
Cloud
IT
Top performing assets
• 9 top reasons for making the move to mobile
• How is BYOD coping with Cyber Attacks? Report
• Make BYOD simple & secure - Best Practice Guide
• Secure your big data in 4 steps
• How Cloud & Mobile ruined your security plan
• How Tape & Cloud can work in harmony
Marketing
Marketers have been increasingly looking at:
Social Media
Lead Generation
Content Marketing
Marketing
Top performing assets
• The Magnificent 7 Social Media best practices
• 8 ways to grow your social eco-system
• The trends set to shape B2B content marketing in 2013
• Essential marketing with Google Analytics & Google Adwords
• Lead generation with webinars and whitepapers
• The big potential of Big Data: key marketing trends
Business Finance
During 2013 in the Finance sector, they’ve been reading:
HMRC changes
Field Service Solutions
Sage
BusinessFinance
Top performing assets
• Business Intelligence: Good performance indicators
• The 8 Attributes of Successful FDs
• The 7 Secrets of KPIs
• How Sage 200 helps with sales and marketing
• How To Help Clients Prepare For Auto Enrolment
• Preventing the Black Hole of lost data
HR
HR workers have been interested in:
Mobile recruitment & the use of social media
PerformanceManagement
Payroll
HR
Top performing assets
• How to make Social Media & Mobile Recruitment work for you
• Sourcing talent on the move? Top Mobile Recruitment trends
• The 5 faces your managers see during performance appraisals
• Attracting, developing & retaining leaders
• Free employers guide to Bank Holidays & Payment in Lieu of Notice
Similar themes?
So have you picked up any themes?
Even though these are separate sectors, with little readership cross-over, we can pick up 3 information trends:
Broad zeitgeist
issues
Sector- specific
issues
Measuring & improving what
you’ve got
Challenges and innovations
Challenges
What are the future content challenges?
1 Getting it seen
2 Personalisation
3 Nurturing
Innovations
Assets for every
occasion.Recycling.
Marketing Automation.
In summary
Summary
Key takeaways:
Content is the catalyst
to begin your sales process
You need to know your
buying cycle to frame your
campaign
Different assets fit different
stages of your funnel
Many marketers
aren’t making the right sort
of content
Information that educates and informs is
best for lead generation
content
Getting seen,personalisation& nurturing arethe key future
challenges
Marketing automation - get on-board or outsource now before it’s too late
Any questions?
We’ve got assets on our website that could help you out:
emedia.co.uk/resources
- emedia
- @emediauk
- emedia UK
- emedia.UK
Follow us!
accelerated lead generation
emedia is a division of Reed Business Information Limited, part of the Reed Elsevier Group plc.
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