Create a Content Strategy for Lead Momentum<br />Content & ConversationsContent Marketing + Social Media<br /> Presented b...
Marketing Today<br />
Opportunities<br />Building more personalized relationships<br />Increased credibility >> consistency<br />Immersive engag...
What Buyers Want<br />Helpful Information<br />Insights to Problems<br />No Pressure<br />Choice<br />Instant Gratificatio...
The Marketing Shift<br />©2009-2011 Marketing Interactions, Inc.<br />
Challenges<br />Context |Content |Conversations | Consistency | Cost<br />
Context Rules!<br />
Content is Marketing Currency<br />Marketing Content<br />Vendor Currency<br />Engagement Level<br />Buyer Currency<br />
Conversation<br />
Consistency<br />Blog<br />Website<br />
Cost<br />Fuel is expensive<br />Perception is hard to change<br />Free isn’t cheap<br />Conversations never end<br />Reso...
Social Media is Content Marketing<br />At least 85% of Executives are using Social Media during the purchase decision.<br ...
Think “Hub”<br />Website<br />Social/Earned<br />Blog<br />
Hub = Content + Conversations<br />Email Invitations<br />Tweets<br />Press Release<br />Articles<br />BlogPosts<br />Lead...
An Event Hub<br />
One Asset = One Goal<br />Tweet > Web Traffic<br />eBook > Credibility<br />White paper > Lead Generation<br />Email > Cli...
Content Hubs Amplify Goals<br />Content Hub<br />
Content Hub Case Study<br />eBooks<br />Webinars<br />Syndication<br />Website<br />Blog<br />Pocket Guide<br />Email<br /...
Results<br />Pocket Guide downloads – 7,000<br />Webinars – 1,000 attendees each<br />Individual guides – 3,000 downloads ...
Plan Your Moves<br />Rule of 5<br />One asset<br />5 ways to use it<br />Use repetition wisely<br />Think Niche<br />Topic...
Think About What You’re Saying<br />Courtesy of We Make Clouds <br />By Mike Farah & J. Longo <br />
Do Not Forget<br />Your audience now has an audience of their own.<br />Word travels FAST!<br />
Monitor for Response Patterns<br />
A Few Final Thoughts<br />Assess your social profiles from the outside.<br />Pay attention to attention.<br />Nurturing do...
Thank You!<br />Ardath Albee, B2B Marketing Strategist<br />Marketing Interactions, Inc.<br />Web:www.marketinginteraction...
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Content & Conversations

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I presented this session on Content and Conversations: Content Marketing + Social Media at the Content Marketing Strategies Conference 2011.

Published in: Business

Content & Conversations

  1. 1. Create a Content Strategy for Lead Momentum<br />Content & ConversationsContent Marketing + Social Media<br /> Presented by Ardath AlbeeCEO & B2B Marketing Strategist<br />
  2. 2. Marketing Today<br />
  3. 3. Opportunities<br />Building more personalized relationships<br />Increased credibility >> consistency<br />Immersive engagement<br />Expanded reach<br />Be Human<br />
  4. 4. What Buyers Want<br />Helpful Information<br />Insights to Problems<br />No Pressure<br />Choice<br />Instant Gratification<br />Guidance<br />Set Their Own Pace<br />Increased Confidence<br />Professional Success<br />Less Risk<br />Conversations<br />
  5. 5. The Marketing Shift<br />©2009-2011 Marketing Interactions, Inc.<br />
  6. 6. Challenges<br />Context |Content |Conversations | Consistency | Cost<br />
  7. 7. Context Rules!<br />
  8. 8. Content is Marketing Currency<br />Marketing Content<br />Vendor Currency<br />Engagement Level<br />Buyer Currency<br />
  9. 9. Conversation<br />
  10. 10. Consistency<br />Blog<br />Website<br />
  11. 11. Cost<br />Fuel is expensive<br />Perception is hard to change<br />Free isn’t cheap<br />Conversations never end<br />Resources are limited<br />Leads are a terrible thing to waste<br />
  12. 12. Social Media is Content Marketing<br />At least 85% of Executives are using Social Media during the purchase decision.<br /> - Forrester Research<br />The ultimate question you need to ask yourself about social is…<br />
  13. 13. Think “Hub”<br />Website<br />Social/Earned<br />Blog<br />
  14. 14. Hub = Content + Conversations<br />Email Invitations<br />Tweets<br />Press Release<br />Articles<br />BlogPosts<br />Lead Database<br />LinkedIn Status/Groups<br />
  15. 15. An Event Hub<br />
  16. 16. One Asset = One Goal<br />Tweet > Web Traffic<br />eBook > Credibility<br />White paper > Lead Generation<br />Email > Click Thru<br />Syndication > Awareness<br />Blog Post > Thought Leadership<br />Article > Lead Nurturing<br />
  17. 17. Content Hubs Amplify Goals<br />Content Hub<br />
  18. 18. Content Hub Case Study<br />eBooks<br />Webinars<br />Syndication<br />Website<br />Blog<br />Pocket Guide<br />Email<br />Tweets<br />
  19. 19. Results<br />Pocket Guide downloads – 7,000<br />Webinars – 1,000 attendees each<br />Individual guides – 3,000 downloads each<br />Series of 5 emails – 143,000 impressions<br />Social Media – Twitter, LinkedIn, Blog<br />Complete book downloads associated with 7 Deals<br />Three book chapters combined influenced 10 deals <br />Combined webinars influenced with 11 deals<br />Content + Conversations Influenced 28 Deals!<br />
  20. 20. Plan Your Moves<br />Rule of 5<br />One asset<br />5 ways to use it<br />Use repetition wisely<br />Think Niche<br />Topics & Themes<br />Incite Action<br />What’s the 1 thing?<br />
  21. 21. Think About What You’re Saying<br />Courtesy of We Make Clouds <br />By Mike Farah & J. Longo <br />
  22. 22. Do Not Forget<br />Your audience now has an audience of their own.<br />Word travels FAST!<br />
  23. 23. Monitor for Response Patterns<br />
  24. 24. A Few Final Thoughts<br />Assess your social profiles from the outside.<br />Pay attention to attention.<br />Nurturing doesn’t depend on a database.<br />Claim your niche and stick with it.<br />Be patient, persistent and consistent…across all channels.<br />Ask for the action.<br />
  25. 25. Thank You!<br />Ardath Albee, B2B Marketing Strategist<br />Marketing Interactions, Inc.<br />Web:www.marketinginteractions.com<br />Twitter:@ardath421<br />Blog:http://marketinginteractions.typepad.com<br />

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