why leads are ignoring your content - slides 022514
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#123webinar | @webmarketing123
Mike TurnerDirector, Business Development
February 25th, 2014
Why Leads are
Ignoring Your Content Marketing
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About Us
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We are a digital marketing agency focusing on lead generation.
Search Engine Optimization
Website Redesign
SEM & Display
Content Creation
Top 500 Fastest
Growing Private
US Companies.
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What sets us apart?
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We deliver on revenue.Not just leads & traffic.
Each campaign includes:
Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations
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1 Survive Content ShockEvaluating the State of Content Marketing
2 Capture the New Buyer with ContentWinning the Hidden Sales Cycle
3 Tame the Google ZooFeeding Search with Great Content
4 Make the Business Case for ContentReporting on Content Marketing ROI
5 Get Started NowBuilding an Action Plan
On the Agenda
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Why are leads ignoring my content
/ Survive Content Shock
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Over half of marketers plan to invest more in content this year.
58% of B2B marketers will increase their content marketing budget.
On average, 30% of B2B marketing budgets are dedicated to content.
Trend #1 Content Marketing Will Become More Than Just a Buzzword
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Content Shock.
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Here’s what content shock looks like:
/ Survive Content Shock
Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014
Likelihood of Earning Amplification/Visits
Quanti
ty o
f C
onte
nt
Som
eone is E
xposed T
o
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Early warning signs are setting in.
Source: “The Big Problem of Ad Fatigue”, MarketingZeus; March 2012
/ Survive Content Shock
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Get ahead now.
“[Create incredible content] so that you can
earn and own an audience soon,
before the world of content goes from the wild west to an overcrowded, hyper-
competitive field…”
Rand Fishkin Moz Co-founder
Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014
/ Survive Content Shock
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Should I still bother with content
/ Survive Content Shock
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Source: “Cold, Hard Content Marketing Stats,” Kapost
Yes, content marketing still delivers:
62%Costs 62% less than traditional marketing.
3xGenerates 3x as many leads as traditional marketing.
6xWebsite CVR is 6x higher for content marketing adopters.
47%Nurtured leads make 47% larger purchases.
/ Survive Content Shock
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Competition is fierce.
already use content marketing.
93%plan to increase content
budget this year.
58%of marketers don’t have
a content strategy.
49%
..but there is hope.
Source: “2014 B2B Content Marketing Trends”, Content Marketing Institute/MarketingProfs
/ Survive Content Shock
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Let’s see how your plan stacks up.
/ Survive Content Shock
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Successful content marketers
Master 3 Major Challenges:
Win the self informed buyer.
Tame the Google zoo.
Optimize for revenue.
/ Survive Content Shock
#123webinar | @webmarketing123
1 Survive Content ShockEvaluating the State of Content Marketing
2 Capture the New Buyer with ContentWinning the Hidden Sales Cycle
3 Tame the Google ZooFeeding Search with Great Content
4 Make the Business Case for ContentReporting on Content Marketing ROI
5 Get Started NowBuilding an Action Plan
On the Agenda
#123webinar | @webmarketing123
Before, Now,prospects needed to
talk to sales.the last thing they do is talk to sales.
/ Capture the New Buyer
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Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
The sales cycle before.
/ Capture the New Buyer
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Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
The sales cycle now.
70% of the new
buyer’s journey happens online.
Source: SiriusDecisions
/ Capture the New Buyer
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Welcome to the Hidden Sales Cycle.
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Source: “Dismantling the Sales Machine”, HBR; Nov. 2013
The old sales machine is stalling.
longer sales cycles
lower conversionrates
less reliable forecasts
compressed margins
/ Capture the New Buyer
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Mission: Capture the Buyer in the Online Research Stage.
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Fuel lead generation with content.
Acquire leads. Nurture leads. Sell leads..
/ Capture the New Buyer
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Acquire leads.Influence the buyer at the 1st touch point.
SEM
1/ Capture the New Buyer
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Nurture leads.Map content to the funnel and distribute based on lead behavior.
2Funnel Stage Content Piece
Awareness
Evaluation
Purchase
Educate prospects on the value of digital marketing & foster thought leadership.
Build the business case for why the prospect needs to invest in your product or service.
Give the prospect a reason to choose you over your competitors.
“The Definitive Guide to Display Advertising”
“How to Close More Deals via Digital Demand Gen”
“Why the Webmarketing123 Lead Gen Strategy is the Best”
/ Capture the New Buyer
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Prep to sell the new buyer. Use automated lead scoring and adopt the Challenger Sale.
3
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
Companies that respond to leads within an hour after
receiving a query are 7x as likely to qualify the lead.
Top sales reps reset prospect
criteria with the challenger sale.
/ Capture the New Buyer
#123webinar | @webmarketing123
1 Survive Content ShockEvaluating the State of Content Marketing
2 Capture the New Buyer with ContentWinning the Hidden Sales Cycle
3 Tame the Google ZooFeeding Search with Great Content
4 Make the Business Case for ContentReporting on Content Marketing ROI
5 Get Started NowBuilding an Action Plan.
On the Agenda
#123webinar | @webmarketing123
Quality Content
Google updates the
search algorithm 500+
times a year.
1Secure Search Reporting
Measure top performing
content themes in place of
specific keyword
performance.
2
SEO now depends on strategic content creation.
/ Feed Search with Great Content
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2 Main Types of Content Needed
Tent pole Pieces
Website Pages
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What do these Algorithms care about?
Fresh,frequent, quality
content.
Site Metricslike time on site, bounce rate, and
load time.
Authorship Verificationhelps signal
original content.
/ Feed Search with Great Content
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Calculate your content gap.How much content do you need to create?
1/ Feed Search with Great Content
# of Buyer Personas
# of Funnel Stages
Covered Topics
Possible Topics[ ]( )
Pieces of content you need to cover your bases.
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Prioritize content creation.Map your keywords & stay organized with a content calendar.
2/ Feed Search with Great Content
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Ace site content structure.Optimize structure to increase indexed pages.
3/ Feed Search with Great Content
Mobile
Enterprise
SMB
Other Relevant Internal Pages
MobileSMB Enterprise
Thematically group pages around keywords.
Create quality content within each section that relate to larger keyword themes.
Link pages within the same groups to further strengthen theme of website.
#123webinar | @webmarketing123
1 Survive Content ShockEvaluating the State of Content Marketing
2 Capture the New Buyer with ContentWinning the Hidden Sales Cycle
3 Tame the Google ZooFeeding Search with Great Content
4 Make the Business Case for ContentReporting on Content Marketing ROI
5 Get Started NowBuilding an Action Plan
On the Agenda
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How do you measure content success?
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All of this boils down to 2 MAJOR CMO Challenges:
“2/3 of CMOs will be held accountable for ROIby 2015. But, HALF feel insufficiently prepared to provide hard numbers.”
/ ROI Reporting
Measure the money metrics.
Source: IBM CMO Study
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$
$
$
Qualified leads (MQLs/SQLs)
Sales pipeline opportunity
Closed won revenue
Number of keywords on page 1
Traffic
Raw lead volume
/ ROI Reporting
Measure the money metrics.
Invest in a multi-touch attribution model to track
revenue back to influencing campaigns in your CRM.
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/ ROI Reporting
Marketing Campaigns Tied To ROI
$
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Sample Report
Then, gain actionable insights into which campaigns generate revenue:
With the advent of Secure Search, keyword mapping is more important than ever.
Attribution at Work
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$
CampaignClosed Won
RevenueAllocation
eBook
Blog
Webinar
$
$
$ $ $
/ ROI Reporting
Reinvest based on revenue, not leads.
Number of Leads
$85,000
$60,000
$275,000
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1 Survive Content ShockEvaluating the State of Content Marketing
2 Capture the New Buyer with ContentWinning the Hidden Sales Cycle
3 Feed Search with Great ContentHow to Win New Self-Informed Buyer
4 Make the Business Case for ContentReporting on Content Marketing ROI
5 Get Started NowBuilding an Action Plan
On the Agenda
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Right now, maybe you’re thinking…
Wow! Now I can tackle all 3 challenges of content marketing
for lead gen!
/ Action Plan
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Most companies fumble at implementation.
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Companies struggle with
3 major pain points:
Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013
1 2 3Ineffective content.
Incomplete digital
integration.
Poorly-optimized
channel mix.
/ Action Plan
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“Agencies & clients that apply lean tools get
33% Better Results.”
Source: Boston Consulting Group, ‘Cutting Complexity Adding Value’, May 2013.
/ Action Plan
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/ Action Plan
Digital Lead Gen Action Plan:
2
3
Strengthen digital presence to influence the new self-informed buyer.
Invest in a multi-touch attribution model.
Apply lean optimization tactics to agreed upon KPIs.
Conduct a lead generation content audit.
1
4
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Get results 66% faster.
Cut cost per lead in half.
Experience 2X lead volume.
Gain $8 pipeline revenue for every $1 spent.
Lean digital marketing allows our clients to:
/ Action Plan
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Email [email protected] or call 800.619.1570
THANK YOU
Mike TurnerDir. Business Dev.
Meet with our team.
Get a 2nd opinion on your digital lead gen strategy.