Content marketing planning for high impact product launches

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Product Camp Austin 10 presentation by David Moore

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  • Its getting the right information to prospects at the right time to increase interest and push a prospect towards a buying decision.
  • This is about the time leads are getting delivered to sales. Get feedback from sales & modify as new pains are discovered.
  • Content marketing planning for high impact product launches

    1. 1. David Moore Demand Generation Manager www.linkedin.com/in/bigwavemarketing/David.Moore@CatapultSystems.com @Dave_Marketing
    2. 2. Great Product = Great Sales?David.Moore@CatapultSystems.com @Dave_Marketing
    3. 3. What is Content Marketing?  Webinars Marketing that  Videos involves the creation  Whitepapers  Books/e-Books and sharing of media  Blogs and publishing  How-To Documents  Case Studies content in order to  Testimonials acquire customers.  FAQ’s (From Wikipedia)  CatalogsDavid.Moore@CatapultSystems.com @Dave_Marketing
    4. 4. Quick Case Study: Workplace Answers 1. Purchased a list of prospects that match our target market 2. Implemented SEO & PPC plan to increase visibility 3. High level webinar by a leading SME  Email invitations and reminders  Polling questions to discover pain points 4. Use lead grading & poll answers to:  Send qualified leads to sales  Put Non-Qualified leads in drip campaignDavid.Moore@CatapultSystems.com @Dave_Marketing
    5. 5. Quick Case Study: Workplace Answers 6. Post-webinar whitepaper to registrants  Demo request form on page  Ways to solve prospect’s pain points 7. Online product demo’s 8. Case studies & testimonials 9. Customizable sales pitch deckDavid.Moore@CatapultSystems.com @Dave_Marketing
    6. 6. Did it Work?  Email database increased 450%  Monthly website traffic increased 300%  Lead flow increased: 900%  Sales cycle shortened from over 90 days to under 60  Lots of challenges along the way  Did not happen overnightDavid.Moore@CatapultSystems.com @Dave_Marketing
    7. 7. Define Your Target Market  Who will influence or make buying decision  What are their pain points  How can your product solve these pain points  What are key product features  Identify industry thought leadersDavid.Moore@CatapultSystems.com @Dave_Marketing
    8. 8. Content Planning  Different content is relevant at different times  Goals and targeted outcomes differ at each stage  Push the prospect toward buying decisionDavid.Moore@CatapultSystems.com @Dave_Marketing
    9. 9. Building Awareness Purpose Content Tools  Cast a wide net  Email/ Direct Marketing  Drive new traffic to  SEO & PPC website/store  Traditional Advertising  Build a database of potential  Partnerships w/ Industry customers Leaders  Press Releases  Social MediaDavid.Moore@CatapultSystems.com @Dave_Marketing
    10. 10. Sharing Knowledge Purpose  Provide valuable info but don’t spill all your candy  Be seen as an a valuable resource  Drive repeat visits  Develop loyal following Content Tools  Newsletters  General topic webinars  Short Whitepapers  Social SharesDavid.Moore@CatapultSystems.com @Dave_Marketing
    11. 11. Getting Consideration Purpose Content Tools  Raise interest level  Client Testimonials  Generate qualified leads  Targeted Case Studies  Demonstrate benefits more  Product Demonstrations than featuresDavid.Moore@CatapultSystems.com @Dave_Marketing
    12. 12. Finally… Selection  Direct Contact From Sales  More detailed information  Longer and more technical Content Tools  Competitor comparisons  Technical whitepapers  Sales pitch DecksDavid.Moore@CatapultSystems.com @Dave_Marketing
    13. 13. Making it All Come Together  Get the Right Tools  A Good, Coordinate Team  Software Solutions  Clear Campaign Outlines for Sales  Who, What, When, Where & Why  Talking Points  Feedback from Marketing & Sales  Removal of Poor Performing Content  Addition of New Content  Improvement of Processes  New Product IdeasDavid.Moore@CatapultSystems.com @Dave_Marketing
    14. 14. Potential Challenges  Ensuring brand consistency  Time and resource constraints  Transfer of informationDavid.Moore@CatapultSystems.com @Dave_Marketing
    15. 15. Additional Resources  MarketingProfs  Marketing Sherpa  Content Marketing Institute  The Content Strategist  Copybloger  Marketing Automation Companies  Pardot  Hubspot  Eloqua  MarketoDavid.Moore@CatapultSystems.com @Dave_Marketing

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