how to generate revenue with content marketing · content marketing kelsey raymond #inbound19. what...
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HOW TO GENERATE REVENUE WITH CONTENT MARKETING
K E L S E Y R A Y M O N D
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WHAT WE’LL BE TALKING ABOUTA G E N D A
• Documented Content Strategy
• Types of Content
• Content Creation Process
• The Buyer's Journey
• The Inbound SDR Process
• How a Sales Rep Uses Content
• Marketing and Sales Alignment
• Metrics To Track Results
• Tools To Use
• Things to Do When You Get Back to the Office
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CONTENT: A MONEY-MAKING MACHINE
In 2019, Influence & Co’s marketing department generated 1.45M million in revenue.
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$1.45m
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THE IMPORTANCE OF A DOCUMENTED CONTENT STRATEGY
• Promotes team alignment and clarity
• Establishes benchmarks & KPIs
• Sets an official plan for your content
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THE IMPORTANCE OF A DOCUMENTED CONTENT STRATEGYY O U R C O N T E N T S T R A T E G Y S H O U L D I N C L U D E :
• Profile of key audience personas
• Your marketing goals: lead generation/revenue generation
• An editorial calendar and content guidelines
• Roles & Responsibilities
• KPIs
THE TYPES OF CONTENT THAT WILL GENERATE REVENUE• Guest-contributed articles
• Press mentions
• On-site content
• Gated content
• Email marketing
• Drip campaigns
• Newsletters
• Social media
• Webinars
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THE TYPES OF CONTENT THAT WILL GENERATE REVENUEG U E S T - C O N T R I B U T E D A R T I C L E S
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THE TYPES OF CONTENT THAT WILL GENERATE REVENUEP R E S S M E N T I O N S
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THE TYPES OF CONTENT THAT WILL GENERATE REVENUEO N - S I T E C O N T E N T
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THE TYPES OF CONTENT THAT WILL GENERATE REVENUEG A T E D C O N T E N T
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THE TYPES OF CONTENT THAT WILL GENERATE REVENUEE M A I L M A R K E T I N G
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THE TYPES OF CONTENT THAT WILL GENERATE REVENUEW E B I N A R S
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BRAINSTORM CONTENT TOPIC
IDEAS
IDEATION
USING A TRIED-AND-TRUE PROCESS
INTERVIEW THE CONTENT AUTHOR,
OR HAVE THE AUTHOR ANSWER
WRITTEN QUESTIONS
KNOWLEDGE SHARING
“PUT PEN TO PAPER” AND START WRITING
THE CONTENT
WRITING/CREATING
HAVE AN EDITOR REVIEW THE
CONTENT FOR FLOW, GRAMMAR, AND
PUBLICATION GUIDELINES
EDITING DISTRIBUTING
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SHARE THE CONTENT OUT ON YOUR
SOCIAL CHANNELS, DURING THE SALES PROCESS, IN YOUR EMAIL MARKETING
DETERMINE WHICH CONTENT IS
CONVERTING, IS BEING USED THE
MOST IN THE SALES PROCESS…
ANALYZING RESULTS
THE BUYER’S JOURNEY
AWARENESS
DECISIONJANE SEES A PRESS MENTION ABOUT
INFLUENCE & CO. AND CLICKS THROUGH TO OUR WEBSITE
JANE RECEIVES OUR WEEKLY EMAIL NEWSLETTER AND
CONTINUOUSLY ENGAGES WITH OUR CONTENT
CONSIDERATIONJANE VISITS OUR WEBSITE, READS
A BLOG POST, AND THEN DOWNLOADS OUR WHITEPAPER ON
THOUGHT LEADERSHIP
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SDR IS NOTIFIED,
LEAD FILLS OUT FORM
SDR RESEARCHES & EMAILS PROSPECT
CUSTOM SDR EMAIL
SDR INTRO’S SALES PERSON FOR CALL
READY TO TALK TO SALES?
THE INBOUND SDR PROCESS
HOW A SALES REP USES CONTENT TO NURTURE AND CLOSE A LEAD
• Determines where the lead is the buyer’s journey
• Sends applicable content to help with nurture
• Case studies
• Blog posts
• Guest-contributed articles
• Client examples
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MARKETING AND SALES ALIGNMENT
• Regular meetings/brainstorms
• Typeform for topic ideas
• Slack channel for brainstorming
• Email with published content
• Sales call shadowing
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METRICS THAT WILL HELP YOU TRACK RESULTS EFFECTIVELY • On-site content conversion rate (CTA clicks)
• Qualified leads generated
• Qualified contact forms
• First sales calls
• New MRR generated
TOOLS THAT WILL HELP YOU IMPLEMENT AND TRACK SUCCESSP R O J E C T M A N A G E M E N T S O F T W A R E
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TOOLS THAT WILL HELP YOU IMPLEMENT AND TRACK SUCCESSE D I T O R I A L C A L E N D A R
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TOOLS THAT WILL HELP YOU IMPLEMENT AND TRACK SUCCESSM A R K E T I N G A U T O M A T I O N S O F T W A R E
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TOOLS THAT WILL HELP YOU IMPLEMENT AND TRACK SUCCESSA N A L Y T I C S R E P O R T S
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THINGS TO DO WHEN YOU GET BACK TO YOUR OFFICE TO TEST THIS OUTCREATE ALIGNMENT BETWEEN SALES & MARKETING
#1
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THINGS TO DO WHEN YOU GET BACK TO YOUR OFFICE TO TEST THIS OUTCREATE [OR UPDATE] YOUR DOCUMENTED CONTENT STRATEGY
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THINGS TO DO WHEN YOU GET BACK TO YOUR OFFICE TO TEST THIS OUTWORK THE #S BACKWARDS TO DETERMINE YOUR INVESTMENT IN CONTENT MARKETING
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THINGS TO DO WHEN YOU GET BACK TO YOUR OFFICE TO TEST THIS OUTSET UP YOUR MARKETING AUTOMATION
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SUMMARY H A P P Y T O A N S W E R Q U E S T I O N S O N A N Y T H I N G W E C O V E R E D : • Documented Content Strategy
• Types of Content
• Content Creation Process
• The Buyer's Journey
• The Inbound SDR Process
• How a Sales Rep Uses Content
• Marketing and Sales Alignment
• Metrics To Track Results
• Tools To Use
• Things to Do When You Get Back to the Office
RESOURCESW W W . I N F L U E N C E A N D C O . C O M/ I N B O U N D - 2 0 1 9
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ONLINE COURSEO F F E R S . I N F L U E N C E A N D C O . C O M /I N F L U E N C E - A N D - C O - U N I V E R S I T Y
HOW TO GENERATE REVENUE WITH CONTENT MARKETING
K E L S E Y R A Y M O N D
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QUESTIONS?