CONTENT MARKETING WORKSHOP with LIVE CRITIQUES
Why your Content Marketing Isn’t Working, and How to Fix It
Lead-gen circa <2005
MARKETING SALES
Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions
Lead-gen 2015
MARKETING SALES
Branding & awareness Close the dealProspects diagnose their own pain, prescribe their own solutions, & short-list vendors
(Source: Marketing Sherpa)
Today, the B2B buyer finds the seller
80% of the time
Sales “hunting”
20% success
Punchline… Lead-gen Has Changed
<2005 2015
He who has the most sales reps wins He who has the most (good) content wins
7 ATTRIBUTES OF CONTENT MARKETING FOR LEAD GENERATION
Why your Content Marketing Isn’t Working, and How to Fix It
#1 Generating Content
About them (no one cares about you… yet)
Image credit: www.newspaperalum.com Election Night 1948
#1 Generating Content
Self navigate (self nurture)
Image credit: www.newspaperalum.com Election Night 1948
7 Attributes of Content Marketing for lead generation
1. Content Generation 1. Mapped to buy funnel 2. About them, not us 3. Self navigate/nurture
2. Blog (where content lives) 3. Multi-media (preference types) 4. Publication schedule (train your audience) 5. Multi-channel distribution 6. Conversion (always links and CTA’s) 7. Marketing Technology (automate)