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Simply complete this form to secure your seat for the webinar and you’ll be on your way to learn about the types of content that are driving opens, clicks and conversions for sales. Key takeaways from the webinar will cover the 5 Key Stages of building campaigns that convert: Profiling Buyers and Identifying Key Triggers Identifying Content Formats That Drive Response Repurposing Content Across Formats Using Content for Lead Nurturing Measuring Content Impact
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Presented by Sponsored by
The Secrets to Successful Content Campaigns:
#ActOnSW
5 Steps to Crea1ng Content Programs That Convert to Revenue
Welcome Webinar A9endees
Type ques=on here
Follow this webinar on Twi9er
#ActOnSW
About Demand Gen Report
• Launched in 2007 to track best prac1ces in lead genera1on
• NewsleEer has grown to more than 26,000 readers
• We also offer a menu of research and best prac1ces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoFware
Andrew Gaffney Editorial Director
Content4Demand / Demand Gen Report
Kim Zimmermann Managing Editor
Demand Gen Report
MODERATOR
www.act-‐on.com | @ActOnSoFware | #ActOnSW
The Secrets to Successful Content Campaigns: 5 Steps to Crea1ng Content Programs That Convert to Revenue
Join the @ActOnSo9ware conversa=on on Twi?er and discover what others are saying about us:
#ActOnSW
www.act-‐on.com | @ActOnSoFware | #ActOnSW
5 Steps to Crea=ng Content That Converts
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Step #1 – Build the Right Founda=on for Your Content Campaigns
Where to Start: Ø Profile buyers and iden1fy pain points, common aEributes, key triggers Ø Map content to buyer stages
www.act-‐on.com | @ActOnSoFware | #ActOnSW
of advanced B2B marketers said content-‐based offers were their most successful campaigns.
-‐ Demand Gen Report Research
56%
www.act-‐on.com | @ActOnSoFware | #ActOnSW
of marketers have s1ll not developed buyer personas, and 30% have not conducted a content audit.
-‐ Demand Gen Report Research
46%
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Step #2 – Iden=fy Right Content Formula Where to start: Ø Create content in a variety of formats Ø Consider shorter, accessible content formats
* 2012 eMarketer
www.act-‐on.com | @ActOnSoFware | #ActOnSW
of execu1ves say white papers are s1ll their favored type -‐-‐but more visual formats, such as webinars (72%); videos (44%); and infographics (38%) were cited as emerging formats.
-‐ Content Preferences Study
88%
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Where to start: Ø Look for ways to repurpose/reformat exis1ng pieces Ø Break up longer content assets into smaller, diges1ble formats
Step #3 – Get Maximum Mileage out of Your Content
www.act-‐on.com | @ActOnSoFware | #ActOnSW
of execu1ves recommend solu1on providers condense content to be shorter, 45% suggest not overloading content with copy.
-‐ Content Preferences Study
48%
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Repurpose Content
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Break Content into Smaller Pieces 10-‐page Whitepaper 4 Blog Posts … with more to come
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Where to start: • Build mul1-‐stage assets—10 Steps/5 Keys/7 Secrets • Tie related offers together in a logical progression to educate and accelerate prospects through the buying cycle
Step #4 – U=lize Content in Lead Gen/Lead Nurture Campaigns
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.
-‐ Forrester Research
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Whitepaper Download
Confirma=on Email with link
to asset
Recorded webinar on same topic
eBook on similar topic
Corresponding Infographic
Nurture Campaigns
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Nurture Campaigns
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Where to Start Ø U1lize for SEO Ø Drive website traffic Ø Increase database of qualified leads Ø Accelerate leads with nurture campaigns Ø Support sales enablement
Step #5 – Measure the Impact of Your Content Campaigns
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Step #5 – Measure the Impact of Your Content Campaigns
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Step #5: Measuring Social Media
www.act-‐on.com | @ActOnSoFware | #ActOnSW
Ready to Learn More? • Sign up for a demo act-‐on.com blog.act-‐on.com
• Need it sooner Call us: 1 (877)530-‐1555 Email us: sales@act-‐on.com
Q&A // Submit Your Ques=ons
Type ques=on here
Q&A // Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoFware
Andrew Gaffney Editorial Director
Content4Demand / Demand Gen Report
Kim Zimmermann Managing Editor
Demand Gen Report
MODERATOR
Thank You For A9ending This Webinar
You can download this presentation at:
http://dg-r.co/contentsecrets