The Secrets to Successful Content Campaigns

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  • THESE ICONS ARE FROM THE LAST WEBINAR---CAN WE/SHOULD WE UPDATE?
  • Andrew – set the scene
  • Andrew – set the scene
  • Andrew – set the scene
  • ChallengeB2B marketers say webinar is their most effective content marketing resourceAudiences says - they seek out webinars for valuable information.Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
  • Andrew – set the scene
  • ChallengeB2B marketers say webinar is their most effective content marketing resourceAudiences says - they seek out webinars for valuable information.Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
  • Andrew – set the scene
  • The Secrets to Successful Content Campaigns

    1. 1. The Secrets to Successful Content Campaigns: 5 Steps to Creating Content Programs That Convert to Revenue #ActOnSWPresented by Sponsored by
    2. 2. Welcome Webinar Attendees Type question here
    3. 3. Follow this webinar on Twitter #ActOnSW
    4. 4. About Demand Gen Report• Launched in 2007 to track best practices in lead generation• Newsletter has grown to more than 26,000 readers• We also offer a menu of research and best practices reports• New audio/video podcasts at DemandGenReport.com@DG_Reporthttp://linkd.in/DG_Specialists
    5. 5. Panelists MODERATOR Janelle Johnson Andrew Gaffney Kim Zimmermann Director, Demand Gen Editorial Director Managing Editor Act-On Software Content4Demand / Demand Gen Report Demand Gen Report
    6. 6. The Secrets to Successful ContentCampaigns:5 Steps to Creating Content Programs ThatConvert to Revenue Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
    7. 7. 5 Steps to CreatingContent That Converts www.act-on.com | @ActOnSoftware | #ActOnSW
    8. 8. Step #1 – Build the Right Foundation for YourContent CampaignsWhere to Start: Profile buyers and identify pain points, common attributes,key triggers Map content to buyer stages www.act-on.com | @ActOnSoftware | #ActOnSW
    9. 9. 56% of advanced B2B marketerssaid content-based offers were theirmost successful campaigns. - Demand Gen Report Research www.act-on.com | @ActOnSoftware | #ActOnSW
    10. 10. 46% of marketers have still notdeveloped buyer personas, and 30%have not conducted a content audit. - Demand Gen Report Research www.act-on.com | @ActOnSoftware | #ActOnSW
    11. 11. Step #2 – Identify Right Content Formula Where to start:  Create content in a variety of formats  Consider shorter, accessible content formats* 2012 eMarketer www.act-on.com | @ActOnSoftware | #ActOnSW
    12. 12. 88% of executives say white papersare still their favored type --but morevisual formats, such as webinars(72%); videos (44%); and infographics(38%) were cited as emerging formats. - Content Preferences Study www.act-on.com | @ActOnSoftware | #ActOnSW
    13. 13. Step #3 – Get Maximum Mileage out of YourContentWhere to start: Look for ways to repurpose/reformat existing pieces Break up longer content assets into smaller, digestible formats www.act-on.com | @ActOnSoftware | #ActOnSW
    14. 14. 48% of executives recommendsolution providers condense contentto be shorter, 45% suggest notoverloading content with copy. - Content Preferences Study www.act-on.com | @ActOnSoftware | #ActOnSW
    15. 15. Repurpose Content www.act-on.com | @ActOnSoftware | #ActOnSW
    16. 16. Break Content into Smaller Pieces 10-page Whitepaper 4 Blog Posts … with more to come www.act-on.com | @ActOnSoftware | #ActOnSW
    17. 17. Step #4 – Utilize Content in Lead Gen/LeadNurture CampaignsWhere to start:• Build multi-stage assets—10 Steps/5 Keys/7 Secrets• Tie related offers together in a logical progression to educateand accelerate prospects through the buying cycle www.act-on.com | @ActOnSoftware | #ActOnSW
    18. 18. Companies that excel at lead nurturinggenerate 50% more sales ready leadsat 33% lower cost. - Forrester Research www.act-on.com | @ActOnSoftware | #ActOnSW
    19. 19. Nurture Campaigns Confirmation RecordedWhitepaper eBook on Corresponding Email with webinar onDownload similar topic Infographic link to asset same topic www.act-on.com | @ActOnSoftware | #ActOnSW
    20. 20. Nurture Campaigns www.act-on.com | @ActOnSoftware | #ActOnSW
    21. 21. Step #5 – Measure the Impact of Your ContentCampaignsWhere to Start Utilize for SEO Drive website traffic Increase database of qualified leads Accelerate leads with nurture campaigns Support sales enablement www.act-on.com | @ActOnSoftware | #ActOnSW
    22. 22. Step #5 – Measure the Impact of YourContent Campaigns www.act-on.com | @ActOnSoftware | #ActOnSW
    23. 23. Step #5: Measuring Social Media www.act-on.com | @ActOnSoftware | #ActOnSW
    24. 24. Ready to Learn More?• Sign up for a demo act-on.com blog.act-on.com• Need it sooner Call us: 1 (877)530-1555 Email us: sales@act-on.com www.act-on.com | @ActOnSoftware | #ActOnSW
    25. 25. Q&A // Submit Your Questions Type question here
    26. 26. Q&A // Panelists MODERATOR Janelle Johnson Andrew Gaffney Kim Zimmermann Director, Demand Gen Editorial Director Managing Editor Act-On Software Content4Demand / Demand Gen Report Demand Gen Report
    27. 27. Thank You For Attending This Webinar You can download this presentation at: http://dg-r.co/contentsecrets

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