Things to look for…1. Whitepaper or eBook: Compile three to five blog posts that discuss similar topics and combine them into a whitepaperor eBook. You can also write a whitepaper or eBook based on a previous research study or data set.2. Tip Sheet: Create a tip sheet that outlines how people could use your product or service to help them with their problemor need. For example, if youre a plumber you could create a tip sheet on “How to Troubleshoot a Clogged Drain.”3. Top 10 Industry Trends: Document the 10 latest trends impacting your industry this year. Write a short summary on 10new industry developments or write what you think will be the 10 biggest changes to your industry during the next year.4. How-To Guides: Create simple guides for your prospects to download that will help them with a problem. For example,if you’re selling mortgages, create a guide on picking the right mortgage for you.5. Checklist: Create a checklist of steps people could take to solve the problem that your product/service solves. Forexample, if you’re a moving service, create a packing checklist visitors can download.6. Common Questions: Write down the 10 or 20 most common questions and create a tip sheet or guide that answers eachquestion.7. Product Demo Videos: Create a video that shows off all of your product’s features and benefits. At the end of the video,give the lead an option to download a product use case document.8. LinkedIn Question and Answers: Go to LinkedIn Answers and find every question and answer that relates to yourindustry. Compile them in an eBook format.9. Kits of Material: Compile some of your related eBooks, guides, tip sheets and blog articles into a compellingDownloadable Kit offer.10. Sales Team Materials: If you have a sales team, ask them what material they send to prospects that convinces them toconvert. Package this material into a toolkit visitors can download.11. Case Studies: Show off your leading customers and share their successes with future customers. Video record theirtestimonials for even more content and to build credibility. Offer the case studies as free downloads.
Top Middle Bottomof the Buying Cycle of the Buying Cycle of the Buying CycleProspect knows there’s a Prospect recognizes a need Prospect seeks solution toproblem that needs to be for a solution like yours their need; ready to buysolved• Free whitepapers • Free webinars • Free trials• Free guides & tip sheets • Case studies • Demos• Free eBooks • Free sample • Free consultations• Free checklists • FAQ sheets • Estimates or quotes• Free videos • Product spec sheets• Free kits (a combination of any of the above) Prepared by FullQuota on behalf of Microsoft
Content DOs1. Focus on your target buyer! Create content that speaks directly to their needs, wants and desires.2. Find the right SME (it’s harder than you think). The right SME understands your market and your buyer. Use the SME to guide your content with value-added commentary and feedback.3. Hire a professional writer. While it’s tempting as a marketers to create your own content — don’t! Hire trained writers who understand how to ask the right questions, summarize and create the content your target buyers want to read.4. Know your competition. Who are your biggest competitors? Decide if you’ll use articles that mention them. What about reviews or market comparisons? Will you use those?5. Know your keywords. Use these keywords to guide your content selection.6. Use the right tools. A curation tool like Trapit will help you more quickly and easily source content. Look for other tools that can make this process easier and more successful.7. Show your unique point of view. You’re an expert. You have an answer for your buyers’ business challenges. Share it!8. Write simply and plainly.9. Stay away from overly technical jargon.10. Set deadlines, but be flexible. Creating awesome content takes longer than you think. Set deadlines for SMEs to give you articles, for writers to write them and then leave yourself some time to review them before you put them online.
Content DON’Ts1. Don’t be boring.2. Don’t forget about grammar. It matters. A lot!3. Don’t pick a SME who travels or is just too busy to put time and effort into the project.4. Don’t forget to schedule time with your SME each week.5. Don’t let the SME decide what kind of content to give you. Be clear – you need at least 5 articles a week on a variety of topics.6. Don’t just wing it – follow your plan! Set clear expectations with all your key stakeholders at the beginning of the process.7. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.8. Don’t just call your documents “Blog #1” or “Cloud Blog #4.” Set up a naming convention that is straightforward and easy for everyone to understand and use.9. Don’t just start the process and then never critique it again. You have to continually tweak it.10. Don’t be afraid to try new things. A new headline style or newsletter category will keep things interesting and fresh.
Let’s talk about relevance Relevance = On-Page SEO The process of optimizing your website and your content around your target keywords
Do #1: Optimize the top SEO elements. URL(s): Search engines look at URLs as http://www. ERPforConstruction.com the most important source of relevance. Headings: Search engines view H1, H2, H3 HTML tags as more important than other text on the page. Page Title & Description: Page title and description will show up when they are listed in search engine results.
Do #1: Optimize the top SEO elements. Image Tags: All Image Tags need to include short and simple image descriptions and links (when appropriate) to external customer sites.
Do #2: Choose a primary keyword for eachpage. 1. Start by selecting a few keywords that are relevant to the content of this page. 2. Don’t be afraid of keywords with a lower monthly search volume, especially when you’re first starting out. 3. Choose one of these keywords to be your primary keyword for this page.
Do #3: Incorporate your keyword into pagecontent. 1. Use your primary keyword a few times throughout the page’s content. 2. Don’t overthink keyword density or placement; mention them naturally. 3. Try to bold the keyword at least once.
Do #4: Create internal links. 1. If you mention the primary keyword of this page on a second page within your site, link that keyword on the second page to this page. For example, you should link to a page about inbound marketing software using the anchor text “inbound marketing software” on another website page. EX: data on the cloud
1. Don’t copy content from other websites and use it on your own site (Search engines hates this).2. Don’t build links using unethical means (Search Engines will penalize your website).3. Don’t focus on short term results. If it’s quick and easy – it’s probably bad!4. Don’t stuff your pages and meta data with keywords (that is so ‘90s).5. Don’t syndicate your content across many other sites. Prepared by FullQuota on behalf of Microsoft
Now let’s focus on Authority Authority = Off-Page SEO The process of getting other websites to link back to you.
Authority Is Determined ByInbound Links Prepared by FullQuota on behalf of Microsoft
Creating meaningful and relevant content is the bestway to improve the authority of your website and content. Prepared by FullQuota on behalf of Microsoft
1. Target sites linking to your competitors.2. Submit your site to relevant directories.3. Add your site to local search sites.4. Ask your contacts for a link. Prepared by FullQuota on behalf of Microsoft
Your buyer have changed. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
In fact, your buyer now spends3x as many minutes on blogs and social networks as on email. SOCIAL NETWORKS/BLOGS ONLINE GAMES EMAIL PORTALS VIDEOS/MOVIES SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
3a Pick the right channels. Prepared by FullQuota on behalf of Microsoft
Channel #1:Blogging Prepared by FullQuota on behalf of Microsoft
Blog, and blog often. Prepared by FullQuota on behalf of Microsoft
Channel #2:LinkedIn Prepared by FullQuota on behalf of Microsoft
LinkedIn is a mustfor B2B marketers. Prepared by FullQuota on behalf of Microsoft
Channel #3:Facebook Prepared by FullQuota on behalf of Microsoft
Facebook is an effectiveB2B marketing tool. It’sjust not as good as someof the others (yet!). Prepared by FullQuota on behalf of Microsoft
Channel #4:Twitter Prepared by FullQuota on behalf of Microsoft
SOURCE: EMARKETER, APRIL 2011 Prepared by FullQuota on behalf of Microsoft
Twitter = influence.Start tweeting relevant, originalcontent you want to be shared! Prepared by FullQuota on behalf of Microsoft
Channel #5:Paid Search Prepared by FullQuota on behalf of Microsoft
Paid Search isgreat way to getyour contentfound fast.Organic is still best long term!
Channel #6, 7, 8:Google+PinterestInstagram Prepared by FullQuota on behalf of Microsoft
Participate in3b channels with awesome content about your target buyers and their passions. Prepared by FullQuota on behalf of Microsoft
Give Great DirectionsCreate: ?• Relevant websites• Clear calls to action• Compelling offers Prepared by FullQuota on behalf of Microsoft
Creating clear, relevant websites Headline Sub-Headline Primary CTA Secondary CTAs Benefits Customer Proof Success Indicators Features Content OfferExample: Avanade ERP forConstruction Micro Website Prepared by FullQuota on behalf of Microsoft
Clear Calls-To-Action • Offer CTAs that provide value • Make them bigger and bolder • Consider Color – Orange, Red, and Pink • Make the CTA look clickable. • Less is more. Keep it simple and clear• Test when possible.Example: Avanade ERP forConstruction Micro Website Prepared by FullQuota on behalf of Microsoft