Content Marketing To Improve Lead Generation and Sales

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Content Marketing To Improve Lead Generation and Sales

Presented at Social Media Week 2012 by
Andrew Schulkind, President of Andigo New Media
Jane Tabachnick, President Jane Tabachnick & Co

"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action." Source – Content Marketing Institute

OverView
Why Content Marketing?
Generating Content
Defining Your Audience
Selecting Channels
Goals & Metrics
Q&A
Chocolate


Content Marketing Strategy Summary

•Authentic, customer-focused, provides real value
•Know your audience
•Balance content and marketing
•Content generation is easy
•Do only what you can do well
•Company-wide involvement
•Think beyond digital

Download our resource guide: http://janetabachnick.com/swm2012

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Content Marketing To Improve Lead Generation and Sales

  1. 1. Content Marketing To Improve Lead Generation and Sales Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. Source – content marketing institute to tweet about this event please use: #SMWContentPower
  2. 2. Content Marketing To Improve Lead Generation and Sales Jane Tabachnick President, Jane Tabachnick Marketing Founder, Moozly – social content engine 18 years of experience creating digital marketing strategies and tools, for corporations, nonprofits and small businesses.
  3. 3. Content Marketing To Improve Lead Generation and Sales Andrew Schulkind President, Andigo New Media 19 years of experience building digital communications tools for corporations, non-profits and small businesses.
  4. 4. Content Marketing To Improve Lead Generation and Sales Developing a Content Marketing Strategy Image: theoatmeal.com
  5. 5. Content Marketing To Improve Lead Generation and Sales Developing a Content Marketing Strategy Image: theoatmeal.com
  6. 6. Content Marketing To Improve Lead Generation and Sales Overview Why Content Marketing? Generating Content Defining Your Audience Selecting Channels Goals & Metrics Q&A Chocolate
  7. 7. Content Marketing To Improve Lead Generation and Sales Overview Image: winterson.com
  8. 8. Content Marketing To Improve Lead Generation and Sale Generating Content “Always enter the conversation already taking place in their minds” Robert Collier
  9. 9. Content Marketing To Improve Lead Generation and Sale Generating Content 16 11 2 28 3 9 Content Content Content Content Content Content
  10. 10. Content Marketing To Improve Lead Generation and Sale Generating Content Dec Aug Apr Jan
  11. 11. Content Marketing To Improve Lead Generation and Sale Generating Content •  Frequency •  Resources •  Audience/Medium Preference
  12. 12. Content Marketing To Improve Lead Generation and Sale Generating Content Jane Bio Info and pic go here
  13. 13. Content Marketing To Improve Lead Generation and Sale Generating Content
  14. 14. Content Marketing To Improve Lead Generation and Sale Generating Content
  15. 15. Content Marketing To Improve Lead Generation and Sale Generating Content Jane Bio Info and pic go here
  16. 16. Content Marketing To Improve Lead Generation and Sale Generating Content Owned vs. Earned Its not what you say about you, it’s what they say about you URBAN Green Review “Neil Chambers’ bold and brave approach… is not only a good read, but a pathfinder.”
  17. 17. Content Marketing To Improve Lead Generation and Sale Content Marketing - Know Your Audience Image: thewoodlandsprobate.com
  18. 18. Content Marketing To Improve Lead Generation and Sales Content Marketing - Know Your Audience
  19. 19. Content Marketing To Improve Lead Generation and Sales Content Marketing - Know Your Audience What Keeps Your Audience Awake At Night? Image: tvfanatic.com
  20. 20. Content Marketing To Improve Lead Generation and Sales Content Marketing - Know Your Audience •  Know Your Audience •  Know Their Interests •  Go Beyond Guessing: Metrics, Persona Development, Surveys Image: thewoodlandsprobate.com
  21. 21. Content Marketing To Improve Lead Generation and Sales Content Marketing - Know Your Audience Homeowners Condo / Coop Boards

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