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Content marketing for lead generation

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Digital 22 Online Limited
Digital 22 Online Limited

How content marketing can help drive traffic, leads and customers.

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Content Marketing for Lead Generation How Content Marketing can Help Drive Traffic, Leads & Customers
Simon Leeming Digital Media Stream @thesleeming www.digitalmediastream.co.uk
Content Strategy Framework 8-Steps ❏ Company-Level Objectives ❏ Benchmarks ❏ Target Personas ❏ Topic & Keyword Research ❏ Buyer Journey ❏ Content Planning ❏ Execution: multi-channel ❏ Reporting: ROI
Revenue Metrics & Benchmarks Determine Marketing goals from Sales Targets
Target Personas Who Are You Talking to?
https://xtensio.com/user-persona/ http://www.makemypersona.com/
https://xtensio.com/user-persona/ http://www.makemypersona.com/
https://xtensio.com/user-persona/ http://www.makemypersona.com/
Topic & Keyword Research React to active interest
http://answerthepublic.com/
Buyer Journey Short-term & medium long focus
Journey
Content Planning Aligning Content to Buyer Journey and Keywords
Execution Multi-Channel Approach
http://www.digitalmarketer.com/
Reporting ROI Bring it back...
Key Areas 5-Levels ❏ Reach ❏ Traffic ❏ Leads ❏ Customers ❏ Conversion Rates
Customers • Keyword Rankings • Page Views • Blog Visits & Readership • Competitive Analysis • Social Media Reach • Social Media Message Analytics • Highest lead generating channels for • Landing Pages • Email • Blogs • Site Pages • Contacts database size • Number of sales qualified leads • Blog subscribers Visitors Leads • Sources ROI • Number of customers • Lifecycle summary
Content Strategy Framework 8-Steps ❏ Company-Level Objectives ❏ Benchmarks ❏ Target Personas ❏ Keyword Research ❏ Buyer Journey ❏ Content Planning ❏ Execution: multi-channel ❏ Reporting: ROI

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