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CMB Partner Office Hours

How to sell a premium content package to your inbound

clients.Every Tuesday @3pm Eastern

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Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion

Extra time: CMB Partner Questions

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Max TraylorDirector of Client Services Innovative Marketing Resources

@TheMaxTraylor

+MaxTraylor

Linkedin/in/maxtraylor

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Your Hosts

Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources

President| Do Not Call Protection

Stefan SurkaBusiness Development| CMB

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What is the CMB Community?

Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.

Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint

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After the Webinar

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• Webinar recording

• Slides

• Blog article

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Today’s Question:

How can I sell a premium content package to my inbound marketing clients.

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First, what is the role of premium content.

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Agency services overview

Strategy services (Buyer persona, CMB, Website optimization plan

Development Services (Inbound Engine)

Support Services (Content creation, consulting, PR, Social Media)

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Convert Visitors to Leads

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The Role of Premium Content

(Awareness Stage)

• Convert website visitor to a lead• Establish trust & thought leadership• Answer the buyer’s top questions about their

problem• Establish how your brand can help solve their

problem

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Symptoms

Low site conversion rate

Low quality of leads

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What is a premium content package?

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A premium content package is…

Professionally written 2000-3000 word whitepaper/ebook

Designed document in in-design

Call to action buttons

Landing page

Thank you page

Follow up email

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Premium Content Outline

Establish context

Options to solve the reader’s problem or accomplish their goal

Your recommended approach

Next steps to learn more

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Selling a premium content package

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When to sell a premium content package…

Building the client’s inbound marketing engine Aligned with major problems / goals of the buyer.

Add-on project New problems / goals discovered over time Industry hot topics

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Scope of work

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Roles

Client’s subject matter expert

Project manager (Inbound Marketing Consultant)

Content team (in house or outsource)

Design team (in house or outsource)

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Overall process

1. Subject matter expert interview

2. Create an outline

3. Create 1st draft

4. Create final draft

5. Document design

6. Landing page, thank you page, follow up email creation

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Project manager overview

Premium content brief

Interview call

Reviews content with client for feedback

Landing page

Thank you page

Follow up email

Total time investment: 5 hours

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Content manager overview

Discovery call

Create an outline

Final copy of outline

Edits on first draft

Creates final draft

Total time investment: 8.75 hours

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Design manager overview

1st draft whitepaper

Final draft

CTA buttons and hero images

Total time investment: 7.5 hours

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Client overview

Reaching out to subject matter experts

Subject matter expert call

Call to review outline

Give feedback on outline

Review 1st draft and add comments

Review 1st draft of designed doc and give comments

Client reviews CTA buttons, landing page, thank you page and follow up email and gives comments

Total time investment: 4.75 hours

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Writing budget (Freelancers)

$500

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Pricing and Timeline

5 weeks start to finish

Client price: $3,850

COGS + Labor: $1,293

Gross Margin: 66%

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Download the asset

Proposal copy

Step by step guide to delivering the service

Whitepaper outline

How to: landing page, thank you page, follow up email

Cost breakdown

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Next Session: Tuesday July 1st @ 3:00 PM EST

“How to sell monthly blogging services”

Sign up at: www.contentmarketingblueprint.com/2014-

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