content strategies proven to convert leads

Download Content Strategies Proven to Convert Leads

Post on 01-Nov-2014

260 views

Category:

Business

0 download

Embed Size (px)

DESCRIPTION

To create an effective content strategy, a company needs: targeted messaging, defined buyer personas, consistent delivery, and tons and tons of content. Paul Rafferty, CEO of Sales Engine International, outlines the essential components of an effective content strategy proven to convert leads.

TRANSCRIPT

  • 1. Content Strategies Proven to Convert Leads
  • 2. Todays Presenter Paul Rafferty, CEO Sales Engine InternationalPaul Rafferty is the FoundingPartner and Chief ExecutiveOfficer of Sales EngineInternational. Paul is a richlyexperienced senior salesexecutive whose unique insightsand steady hands are greatlyvalued by all Sales Engine clients.Prior to founding Sales Engine,Paul spent 20 years with a Fortune500 company, rising from FieldSales Rep to Regional VP of Salesand finally National VP of SalesOperations, with a responsibilityfor a sales force exceeding 600.
  • 3. About Sales Engine International
  • 4. Agenda Why the increased Demand for Content? Content creation challenges Messaging best practices Identifying and reaching buyer personas Inbound content strategies Execution
  • 5. Why We Need More Content? The World of Selling Has Changed- 85% of Cold Calls Go to Voice Mail- 80% of B2B Buyers Find the Sellers
  • 6. Why we Need More ContentIntegrated Marketing (Outbound/Inbound)
  • 7. Top Challenges in Content Creation Very Time consuming (research, write, edit) Important, not Urgent Hard to get time of Executives / Thought Leaders Constant Creativity and Innovation required
  • 8. Where Does Good Content Start?
  • 9. Messaging that Makes a Connection Market Pain Points Your YourStrengths Competitors
  • 10. Identify Personas as Part of Messaging Strategy CEO CFO VP HR
  • 11. Keywords:Understand how Your Buyers Find You Keywords SEO Ranking
  • 12. Making a Connection Leads to Conversion
  • 13. 3 Minutes of Video, 3X the Content
  • 14. Exploding Your Content Buyer Persona Messaging Keywords Workshops Additional content opportunities: Flash presentations Q &A Videos PowerPoint (Pain, Impact, presentations Solution) Press Releases Microsites Webinars HTML ArticleVideo > Podcast > Transcript > Article > PDF
  • 15. A Unique Approach Content Channel
  • 16. Offer the Right Content Format and Boost Conversion Rates CEO CFO VP HR
  • 17. E-Newsletters:Thought Leadership for a Wide Audience
  • 18. Targeted Campaigns: Reach Prospects By Industry or Persona-Specific Pain Points
  • 19. Trigger Event Campaigns: Capitalize on Timing
  • 20. 1:1 Campaigns:Reach Top Prospects
  • 21. Complete Sales Overview Video
  • 22. The Role of Marketing Automation Right Right PersonMessage Strategy and planning Delivery and distribution Measurement and analysisRight Time Right Follow-up
  • 23. Determine Which Pieces of Content Have the Greatest Impact on the Buying Decision
  • 24. WHO shaped their thinking?
  • 25. Summary1. Develop integrated strategy (Outbound, Inbound, Social, SEO) Conduct messaging workshops Identify key buyer personas and pain points Identify keywords2. Layout Editorial Calendar (ideally 1 year) Map out Campaigns (Thought Leadership, Targeted, etc.) Map personas to types of content and campaigns3. Film, Transcribe and Repurpose
  • 26. Map OfferIn the survey at theconclusion of todayspresentation you will havean opportunity to request acopy of the SalesAcceleration Map.
  • 27. Thank you Q&As
  • 28. Todays Presenter Paul Rafferty, CEO Sales Engine InternationalPaul Rafferty is the FoundingPartner and Chief ExecutiveOfficer of Sales EngineInternational. Paul is a richlyexperienced senior salesexecutive whose unique insightsand steady hands are greatlyvalued by all Sales Engine clients.Prior to founding Sales Engine,Paul spent 20 years with a Fortune500 company, rising from FieldSales Rep to Regional VP of Salesand finally National VP of SalesOperations, with a responsibilityfor a sales force exceeding 600.