how to generate sales with content marketing
DESCRIPTION
Have you made the two big connections with content marketing? The first: that starting an effective content marketing process will allow you to reach far more buyers. The second: that to make reaching more buyers “pay off,” you need to connect your content marketing process with sales. But how do you make an effective start? How do you create a content generation “machine?” What are the secrets to converting page views to dollars? Our panel of experts will help you make the two big connections during a lively webinar, “How to Generate Sales with Content Marketing,” Thursday, March 28, 2013 at 1:00 p.m. ET. Our panelists: - Katrina Busselle, Vice President of Client Services for Fisher Vista - Jessica Miller-Merrell, Founder & Chief Blogger at Blogging4Jobs - Nick Fishman, Chief Marketing Officer at employeescreenIQ - Dave Weisbeck, Chief Strategy Officer at Visier Corporation - Kevin Jorgensen, Owner of Innovative Marketing Resources The panelists will share personal insights into their own experiences and successes with content marketing, including: · An overview of content marketing tactics (e.g. direct email marketing, article placements, social media). · How to use premium content (registration required) and “free” content (no registration) to generate and nurture leads. · The importance of defined goals and realistic budgets. · How to measure results and adjust your strategy and tactics accordingly. Links to the recorded webinar and supporting materials available here: http://www.hrmarketer.com/home/connect.phpTRANSCRIPT
Content Marketing – A Process
Content Marketing – A Process
MarkWillaman
KevinJorgensen
Nick Fishman
DaveWeisbeck
JessicaMiller-Merrell
CONTENT MARKETING:
Are you ready?
Source: Rienpost at nl.wikipedia
Source: Custom Content Council, 2012
Company Size (employees)
Creation Distribution Total
Fewer than 10 $22,700 $34,000 $56,700
10 to 99 $42,400 $100,000 $142,400
100 to 999 $77,200 $258,000 $335,200
1,000+ $182,300 $875,000 $1,057,300
Average $78,600 $301,000 $379,600
Content Marketing Spend by Company
Establish a Realistic Budget
Revenue Goals ?
New Deals Needed ?
Qualified Leads Needed ?
Tactics Needed to DriveQualified Leads (and what content is needed to support these tactics) ?
Cost of Tactics ?
Establish a Realistic Budget
Now you’re ready...
Kevin Jorgensen:Website
Content Marketing – A Process
Your Website – The Main Event
Your Website is YOU
Nick Fishman:Content
Content Marketing – A Process
Source: Weatherman90 at en.wikipedia
Content
OurSurvey
Jessica Miller-Merrell: Tactics
Content Marketing – A Process
Tactics – Promote Your Content
Dave Weisbeck:Measure
Content Marketing – A Process
Measure
Measure
You can expect what you inspect.- W. Edwards Demming
“
Visits to Leads
Conversion Rates
Sources for New Leads
Content Marketing – A Process
The Role of Social Media and Content in the Sales Process
Social Media, Blogs
White papers, surveys
Webinars, slide presentations
Ebooks
Proposals
Budgeting and planning tools
Success stories, video
Qualified Opportunities
Unqualified peoplelooking for answers
Meet Me
Know Me
Trust Me
Lead
Nurturing
Perspective
LinkedIn is the most popular social media platform for B2Bs with an 83% adoption rate. 65% have acquired a customer via LinkedIn.
Only 27% of B2B leads are sales-ready when first generated. This makes lead nurturing
essential for capitalizing on the other 73%.
Mark Willaman:Define, Plan, Budget
FAQs??? Kevin Jorgensen:
Website
Nick Fishman:Content
Dave Weisbeck:Measure
Jessica Miller-Merrell: Tactics
Thank you for joining us!Here are some follow-up resources for you:
• Connect with Mark to discuss any of the topics from today: www.linkedin.com/in/markwillaman
• Visit us on Slideshare for a copy of today’s slides:www.slideshare.net/hrmarketer
• Like us on Facebook to get updates and content from around the web about effective content marketing: www.facebook.com/hrmarketer
• View our Content Marketing Pinterest for the latest content marketing infographics and charts: www.pinterest.com/hrmarketer/
• Download the article: “Content Marketing: The Best Way to Reach and Influence HR” www.hrmarketer.com/home/content_marketing_buyer.php
• Or visit: www.hrmarketer.com/connect