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Content marketing and lead nurturing are all the buzz... but how do you get started, increase the lifetime value of your content and develop more content? Once your content is in the marketplace, what's the best view to analyze results? This presentation explores these two questions and much more. This presentation was given by Jane Buck, Director of Customer Acquisition at Dyn, at NEDMA's Annual Conference on May 14, 2014.
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Using Content Marketing to Generate High Quality Leads
@janebuck jbuck@dyn.com
Jane Buck jbuck@dyn.com @janebuck
power
You may not know us, but we
the some of
biggest companies on the
internet
Jane Buck jbuck@dyn.com @janebuck
Jane Buck jbuck@dyn.com @janebuck
Slow is the new downtime.
Jane Buck jbuck@dyn.com @janebuck
A 1 second delay in page load time equals 7% loss in conversion, 11% fewer page views, and 16% decrease in
customer satisfaction.
Jane Buck jbuck@dyn.com @janebuck
- 25% of leads are legitimate and should advance to sales.
- 79% of marketing leads never convert into sales. Lack of lead
nurturing is the common cause of this poor performance.
- 61% of B2B marketers send all leads directly to Sales
- 68% of B2B organizations have not identified their funnel
- 65% of B2B marketers have not established lead nurturing
- 79% of B2B marketers have not established lead scoring
Marketing to Sales – Is this a good lead?
Jane Buck jbuck@dyn.com @janebuck
Jane Buck jbuck@dyn.com @janebuck
What does this mean for marketers?
-Companies have the chance to meet their prospects earlier in the process than ever
-Marketing must keep the relationship moving forward: - for a longer period - synchronizing their communications throughout the buying process - with multiple parties who have different agendas - through a wide variety of media
-Set yourself up to respond to buying signals in real time
Jane Buck jbuck@dyn.com @janebuck
Content Marketing generates better leads!
Content moves the buying process from inquiry through to the purchase with evaluation points in between.
Deploy content by mapping content into 3 main stages of the decision making process.
#relevant
AwarenessConsideration Purchase
Jane Buck jbuck@dyn.com @janebuck
Content Types
White Papers
Webinars
Case Studies
Photos/Images
Blog
Comparison
Charts
Video
Tech
Articles
Infographic
Analyst’s
Research
Product Sheets
Tools/Calculators
FAQ/How to
Buyer’s
Guide
Website
Surveys
Jane Buck jbuck@dyn.com @janebuck
Develop Testimonials
Listen to Sales & Customers
Listen to Social Media
Incorporate Feedback
Repurpose Content
Blog Daily
Start ANYWHERE!!
Start EVERYWHERE!
Jane Buck jbuck@dyn.com @janebuck
Jane Buck jbuck@dyn.com @janebuck
Content Build Process
Editorial Calendar - Webinar – 3rd Wed - White Paper - Case Study - Video - Social - Blog
Know where it slots in Sales ProcessInterview Expert(s) or Repurpose ContentDesign/Layout
Jane Buck jbuck@dyn.com @janebuck
One asset – Many uses!!
Pull 5-10 tweets out of each asset
Film and Edit video footage for multiple formats
Plan product shots for many angles
Rewrite for article links
Look for the infographic opportunity
Jane Buck jbuck@dyn.com @janebuck
Who said a White Paper had to be vertical??
Jane Buck jbuck@dyn.com @janebuck
This slide left blank.
Jane Buck jbuck@dyn.com @janebuck
Clearly Define Targets – Personas
Provide Synopsis – Preview Image
Set Naming Conventions for Data Delivery
Align with Marketing Automation
Communicate with Sales
Provide detailed feedback
Jane Buck jbuck@dyn.com @janebuck
Listen to Vendors for Optimization Ideas
Jane Buck jbuck@dyn.com @janebuck
Content has a shelf life
- Avoid Unnecessary Dating
- Review assets early and often – Use external thought leadership or internal talent - Set responsibility for who tracks an asset through its lifecycle
- Require that assets be evaluated to make sure they are still relevant to current realities and needs.
- Change gated content to FREE range content for SEO
Jane Buck jbuck@dyn.com @janebuck
Get Granular – Think Unique
Lead Source - FEW, align with budget or org
Lead Source Type – MANY , timestamp, tactical
Asset Type - FEW
Asset Type Description – MANY, versions, revisions
Jane Buck jbuck@dyn.com @janebuck
Where to next??
Content Build and Review - get on the Calendar
Reach out to Media Vendors for review and feedback
Apply Scoring mentality to Media and Content Deployment
More Infographics and Video (try animation)
Scale Webinars
Jane Buck jbuck@dyn.com @janebuck
Questions??
@janebuck jbuck@dyn.com
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