NEDMA14: Using Content Marketing to Generate High-Quality Leads - Jane Buck

Using Content Marketing to Generate High Quality Leads

@janebuck [email protected]

http://www.linkedin.com/company/dyn

http://www.facebook.com/Dyn

http://twitter.com/dyninc

http://www.youtube.com/dyninc

Jane Buck [email protected] @janebuck

power

You may not know us, but we

the some of

biggest companies on the

internet











Slow is the new downtime.






A 1 second delay in page load time equals 7% loss in conversion, 11% fewer page views, and 16% decrease in

customer satisfaction.






- 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?











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






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






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






Develop Testimonials

Listen to Sales & Customers

Listen to Social Media

Incorporate Feedback

Repurpose Content

Blog Daily

Start ANYWHERE!!

Start EVERYWHERE!











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






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






Who said a White Paper had to be vertical??






This slide left blank.






Clearly Define Targets – Personas

Provide Synopsis – Preview Image

Set Naming Conventions for Data Delivery

Align with Marketing Automation

Communicate with Sales

Provide detailed feedback






Listen to Vendors for Optimization Ideas






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






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






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






Questions??

@janebuck [email protected]



