6 forgotten ways to use content for lead nurturing #leadgensummit
Post on 21-Oct-2014
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DESCRIPTION
Presentation given by Epic Content Marketing author Joe Pulizzi on the 6 forgotten strategies of content marketing for nurturing (at Lead Gen Summit 2013 - MarketingSherpa/Meclabs). Includes using buyer personas, content mission statements, channels usage and even print.TRANSCRIPT
Forgotten Strategies to Execute NowEpic Content Marketing
Joe PulizziFounderContent Marketing Institute
Session Speaker
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Joe PulizziContent Marketing InstituteAuthor, Epic Content Marketing
@JoePulizzi
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@JoePulizzi
Let’s Discuss• A Bit of History (and definition)• A Smidge of Research• 6 Forgotten Strategies Specific to Content and
Nurturing
@JoePulizzi
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@JoePulizzi
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Search Engine Optimization
LeadGeneration
Social Media
CONTENT STRATEGY
@JoePulizzi
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http://bitly.com/cm-research
Just 42% believe their content marketing is effective
http://bitly.com/cm-research
66%
11%
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Nurturing with Content
@JoePulizzi
The Messy Middle
Content Marketing Funnel
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#1 – Define the Audience
@JoePulizziForgotten Strategies
Put your Journalist or Storyteller hat on:
• WHO is the persona… emotionally attached• WHAT does she do? What does his day look
like?• WHERE is the gap in his needs/wants?• WHEN does he need to close this gap?
• WHY should he care about the product us?
Audience Persona Profiles
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Jeremy
• Mid 30’s – Coffee lover• Works at a bank • Responds to email; phone
not so much.• Frustrated because his
company is growing toofast to keep up with support
• Sales USP: Enable Jeremy to be 25% more effective! • Personal UVP: Give me more time to be me!!
Jeremy Our IT Buyer
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Put your Journalist or Storyteller hat on:
• WHO is the persona… emotionally attached• WHAT does she do? What does his day look
like?• WHERE is the gap in his needs/wants?• WHEN does he need to close this gap?
• WHY does he care about the product us?
Buyer Persona Profiles
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Content Marketing Approach:Highly Atomized Within 5 Key Topic AreasAt least 20 unique pieces of content for each of 100+ keywords per
year.
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#2 – Define the Outcome
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Enabling Women to Have More Quality Time
with Their Families
Enabling Teen Girls to Be More Confident with
Their Bodies
Helping Men Become Better Men
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Help Engineers Answer the Most Challenging
Industrial Solder Questions
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Create a Content Marketing Mission Statement
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Why?
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Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
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Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
1. Core Target Audience2. What Will Be Delivered3. The Outcome for the Audience
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#3 – Choose the Right Content
@JoePulizziForgotten Strategies
Research data, funny videos, curated lists, infographics, thought leadership
Types of ContentThought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Early Stage
Middle Stage
Late Stage
Source: Marketo
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Best to Nurture
• eNewsletters• In-Person Events• White Papers• Research Reports• eBooks
80%+
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AWARENESS
SEO
NURTURING
LEAD NURTURING
PUBLIC RELATIONS
CRM / SOCIAL
LOYALTY PROGRAM
CUSTOMER EVENTS
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@JoePulizzi
• Deliver specific LinkedIn content to sales team.
• Faster closes, more customer interactions.
Buyer to Buyer: 92% TrustSource: Nielsen Research 2011
Company to Buyer: 33% Trust
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#4 – Don’t Overcomplicate
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Mid-sized CMS company – large considered purchase ($100k to $200k)
“okay, we’ll try this content marketing thing”
BUT, customer acquisition was
1.2x the cost1.5x as long
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“wait for it....”
Customer Acquisition
Spent 2X as muchStayed 5X as long2X more likely to share
Creating Better Customers
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Persona #1 Building a Better Business/Thought Leadership
Webinar
How-To-Webinar
eBook/White Paper Version of Webinar (10 Steps)
CTAs in Report (Landing
Page/Phone #)
Attended
Attended
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#5 – Find the Bigger Story
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#5 – Find the Bigger Story
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We have nothing to talk about that will engage
our customers.
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#6 – Don’t Forget Print
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• 90% of subscribers take some kind of action upon reading the publication.
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@JoePulizzi
• “Has helped us get more conversations with the C-Suite than any other tool we have.”– Mike Kidder, VP Marketing
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Thank YouJoe PulizziFounderContent Marketing [email protected]
@JoePulizzi