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Content that Drives Conversions Chris Baggott, Compendium Nolin LeChasseur, Brainrider
Introductions
Chris Baggo+ CEO, Compendium @chrisbaggo+ | @compendium
Nolin LeChasseur Partner, Brainrider @nolin | @brainrider
• Nolin – Defining your buyer, 5 steps to creation, Examples • Chris - History, What converts, Case study
• Create content that converts • Measure what’s working • Look In Unusual Spots for Content
What you’ll learn in the next 30 min
CREATING CONTENT THAT CONVERTS Nolin LeChasseur, BrainRider
Map content to the buying decision... If your
customer is asking:
What’s my problem?
How do I fix my problem?
Are you right for me?
They want:
Education & Benchmarks
Solution Options & Product Suitability
Proof Points & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How to choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • Working with us • How to buy
5 keys to creating content that converts
1. IdenAfy, plan, and organize by customer needs & pains
2. Leverage your company’s subject-‐ma+er experAse
3. Target buyer intent search keywords and phrases
4. Describe your content using customer language
5. Test & learn with light tacAcs, then scale winners into heavier tacAcs
Identify, plan, and organize by customer needs and pains.
Identify customer needs & pains • How to … • How do I … • Do I need more/less … • Should we … • Comparing … • Choosing a …
Plan & organize content assets by customer needs & pains
Leverage your company’s subject matter expertise.
Citibank targets SMBs…
…with marketing advice.
Find subject-matter expertise that connects with customer needs.
• Who are your SMEs and what do they know? • Reverse engineer what you already sell • Ask your customer-facing staff • What search terms are driving site traffic? • What on-site search terms are common? • What searches are high volume?
Target buyer-intent keywords and phrases.
Look at longer search phrases for suffixes that show buyer intent.
…jobs in San Francisco …job description
…comparison …alternatives …white paper
…pricing …best practices
…pricing comparison …implementation guide …consulting hourly rate
…email/landing page template …requirements document
…contract terms …structure of team
MARKETING AUTOMATION…
Describe your content using customer language.
Which one is buyer-focused?
MarkeAng AutomaAon Vendor Comparison Guide
MarkeAng AutomaAon Buyers Guide
Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
Which one is buyer-focused?
MarkeAng AutomaAon Vendor Comparison Guide
Another Be*er B2B Marke/ng Resource
MarkeAng AutomaAon Buyers Guide
Another Be*er B2B Marke/ng Resource
Which one is buyer-focused?
How To Sell MarkeAng AutomaAon To Your Boss
MarkeAng AutomaAon Requirements Document Example & Template
Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
Which one is buyer-focused?
How To Sell MarkeAng AutomaAon To Your Boss
MarkeAng AutomaAon Requirements Document Example & Template
Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
Test & learn with light tactics, then scale winners into heavier tactics.
Test & learn with light tactics
• Social media sharing
• Social publishing
• Blogging / guest blogging
• Article syndication / contribution
• Dense marketing assets: White papers, ebooks • Recorded media: webinars, podcasts, videos • Image media: infographics, illustrations, presentations • Training materials • Support manuals, user forums, knowledge base • RFP responses & sales proposals
Repurpose existing assets buried deep inside your content shoebox
Measure website engagement
Measure content engagement
Measure form & LP conversions
See what contributed to a sale
RESOURCE MarkeAng AutomaAon OpAmizaAon Checklist
RESOURCE 2013 B2B MarkeAng Budget AllocaAon Tool
RESOURCE Be+er B2B MarkeAng Checklist
WEB VISIT PAGEVIEWS Web content about planning & content
SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT
Chris Baggott, Compendium
Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance
Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance
Insurance Car Insurance Motor Insurance Life Insurance Home Insurance
Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance
Can you think of the top 30 Topics prospects and customers might be interested in?
SUPPOSE YOU ARE AN INSURANCE COMPANY
Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance
Create customer personas
Demographics
Motivations
Characteristics
goals
30 TOPICS X 5 Personas 150 CONTENT ELEMENTS
SALES FUNNEL Typical
INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
30 TOPICS X 5 Personas 150 CONTENT ELEMENTS x 5 stages of the funnel 750 CONTENT ELEMENTS
3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
GROUPS / FORUMS
YOUTUBE
GOOGLE+
ONLINE MAGAZINES
NEWS SITES
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
Source: Technorati
325% Increase in Sales ready leads
9000 Content elements created
Email sourced content
The buyer is in control.
What next? Let’s Talk! Chris Baggo+ CEO, Compendium
Nolin LeChasseur Partner, BrainRider Subscribe to more helpful B2B Marketing content:
@Brainrider | @Nolin
Subscribe to more helpful B2B Marketing content:
@Compendium| @ChrisBaggott
