How to sell a premium content package to inbound clients

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Inbound marketing agencies are not charging enough for premium content (whitepapers and ebooks). In order to get quality material to your client's on time, you need a process and a price point that reflects your process.

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How to sell a premium content package to inbound clients

  1. 1. www.contentmarketingblueprint.com CMB Partner Office Hours How to sell a premium content package to your inbound clients. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: Topic Introduction 15 minutes: Open Discussion Extra time: CMB Partner Questions
  3. 3. www.contentmarketingblueprint.com Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
  4. 4. www.contentmarketingblueprint.com Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB
  5. 5. www.contentmarketingblueprint.com What is the CMB Community? Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint
  6. 6. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  7. 7. www.contentmarketingblueprint.com Today’s Question: How can I sell a premium content package to my inbound marketing clients. www.contentmarketingblueprint.com
  8. 8. www.contentmarketingblueprint.com First, what is the role of premium content.
  9. 9. www.contentmarketingblueprint.com Agency services overview  Strategy services (Buyer persona, CMB, Website optimization plan  Development Services (Inbound Engine)  Support Services (Content creation, consulting, PR, Social Media)
  10. 10. www.contentmarketingblueprint.com Convert Visitors to Leads
  11. 11. www.contentmarketingblueprint.com The Role of Premium Content (Awareness Stage) • Convert website visitor to a lead • Establish trust & thought leadership • Answer the buyer’s top questions about their problem • Establish how your brand can help solve their problem
  12. 12. www.contentmarketingblueprint.com Symptoms  Low site conversion rate  Low quality of leads
  13. 13. www.contentmarketingblueprint.com What is a premium content package?
  14. 14. www.contentmarketingblueprint.com A premium content package is…  Professionally written 2000-3000 word whitepaper/ebook  Designed document in in-design  Call to action buttons  Landing page  Thank you page  Follow up email
  15. 15. www.contentmarketingblueprint.com Premium Content Outline  Establish context  Options to solve the reader’s problem or accomplish their goal  Your recommended approach  Next steps to learn more
  16. 16. www.contentmarketingblueprint.com Selling a premium content package
  17. 17. www.contentmarketingblueprint.com When to sell a premium content package…  Building the client’s inbound marketing engine  Aligned with major problems / goals of the buyer.  Add-on project  New problems / goals discovered over time  Industry hot topics
  18. 18. www.contentmarketingblueprint.com Scope of work
  19. 19. www.contentmarketingblueprint.com Roles  Client’s subject matter expert  Project manager (Inbound Marketing Consultant)  Content team (in house or outsource)  Design team (in house or outsource)
  20. 20. www.contentmarketingblueprint.com Overall process 1. Subject matter expert interview 2. Create an outline 3. Create 1st draft 4. Create final draft 5. Document design 6. Landing page, thank you page, follow up email creation
  21. 21. www.contentmarketingblueprint.com Project manager overview  Premium content brief  Interview call  Reviews content with client for feedback  Landing page  Thank you page  Follow up email Total time investment: 5 hours
  22. 22. www.contentmarketingblueprint.com Content manager overview  Discovery call  Create an outline  Final copy of outline  Edits on first draft  Creates final draft Total time investment: 8.75 hours
  23. 23. www.contentmarketingblueprint.com Design manager overview  1st draft whitepaper  Final draft  CTA buttons and hero images Total time investment: 7.5 hours
  24. 24. www.contentmarketingblueprint.com Client overview  Reaching out to subject matter experts  Subject matter expert call  Call to review outline  Give feedback on outline  Review 1st draft and add comments  Review 1st draft of designed doc and give comments  Client reviews CTA buttons, landing page, thank you page and follow up email and gives comments Total time investment: 4.75 hours
  25. 25. www.contentmarketingblueprint.com Writing budget (Freelancers) $500
  26. 26. www.contentmarketingblueprint.com Pricing and Timeline  5 weeks start to finish  Client price: $3,850  COGS + Labor: $1,293  Gross Margin: 66%
  27. 27. www.contentmarketingblueprint.com Download the asset  Proposal copy  Step by step guide to delivering the service  Whitepaper outline  How to: landing page, thank you page, follow up email  Cost breakdown www.contentmarketingblueprint.com/blog
  28. 28. www.contentmarketingblueprint.com Next Session: Tuesday July 1st @ 3:00 PM EST “How to sell monthly blogging services” Sign up at: www.contentmarketingblueprint.com/2014- webinars

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