6 forgotten ways to use content for lead nurturing #leadgensummit

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

@JoePulizziForgotten Strategies

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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

@JoePulizzi

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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

EMAIL

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

@JoePulizziForgotten Strategies

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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

@JoePulizziForgotten Strategies

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#5 – Find the Bigger Story

@JoePulizzi

We have nothing to talk about that will engage

our customers.

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#6 – Don’t Forget Print

@JoePulizziForgotten Strategies

@JoePulizzi

• 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 Institutejoe@contentinstitute.com

@JoePulizzi