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6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit
 

6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit

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Presentation given by Epic Content Marketing author Joe Pulizzi on the 6 forgotten strategies of content marketing for nurturing (at Lead Gen Summit 2013 - MarketingSherpa/Meclabs). Includes using ...

Presentation given by Epic Content Marketing author Joe Pulizzi on the 6 forgotten strategies of content marketing for nurturing (at Lead Gen Summit 2013 - MarketingSherpa/Meclabs). Includes using buyer personas, content mission statements, channels usage and even print.

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  • Map content to the buying stage {keep it short}
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6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit 6 Forgotten Ways to Use Content for Lead Nurturing #LeadGenSummit Presentation Transcript

  • Forgotten Strategies to Execute Now Epic Content Marketing Joe Pulizzi Founder Content Marketing Institute
  • Session Speaker 2 Joe Pulizzi Content Marketing Institute Author, Epic Content Marketing @JoePulizzi
  • 3 1 @JoePulizzi
  • Let’s Discuss • A Bit of History (and definition) • A Smidge of Research • 6 Forgotten Strategies Specific to Content and Nurturing
  • @JoePulizzi
  • 6 @JoePulizzi
  • 7 Search Engine Optimization Lead Generation Social Media CONTENT STRATEGY @JoePulizzi
  • 8 http://bitly.com/cm-research
  • Just 42% believe their content marketing is effective
  • http://bitly.com/cm-research 66% 11%
  • 1212 Nurturing with Content @JoePulizzi
  • The Messy Middle Content Marketing Funnel
  • 1414 #1 – Define the Audience @JoePulizzi Forgotten Strategies
  • Put your Journalist or Storyteller hat on: • WHO is the persona… emotionally attached • WHAT does she do? What does his day look like? • WHERE is the gap in his needs/wants? • WHEN does he need to close this gap? • WHY should he care about the product us? Audience Persona Profiles 15
  • Jeremy • Mid 30’s – Coffee lover • Works at a bank • Responds to email; phone not so much. • Frustrated because his company is growing too fast to keep up with support • Sales USP: Enable Jeremy to be 25% more effective! • Personal UVP: Give me more time to be me!! Jeremy Our IT Buyer 16
  • Put your Journalist or Storyteller hat on: • WHO is the persona… emotionally attached • WHAT does she do? What does his day look like? • WHERE is the gap in his needs/wants? • WHEN does he need to close this gap? • WHY does he care about the product us? Buyer Persona Profiles 17
  • 18 Highly Atomized Within 5 Key Topic Areas At least 20 unique pieces of content for each of 100+ keywords per year.
  • 1919 #2 – Define the Outcome @JoePulizzi Forgotten Strategies
  • 20
  • 21
  • 26
  • 27
  • 2828 Create a Content Marketing Mission Statement @JoePulizzi
  • 29 Why?
  • 30 Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
  • 31 Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience
  • 3232 #3 – Choose the Right Content @JoePulizzi Forgotten Strategies
  • Research data, funny videos, curated lists, infographics, thought leadership Types of Content Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage Source: Marketo
  • 34
  • 35 Best to Nurture • eNewsletters • In-Person Events • White Papers • Research Reports • eBooks
  • 80%+
  • 38
  • AWARENESS SEO NURTURING LEAD NURTURING PUBLIC RELATIONS EMAIL CRM / SOCIAL LOYALTY PROGRAM CUSTOMER EVENTS
  • 40 @JoePulizzi • Deliver specific LinkedIn content to sales team. • Faster closes, more customer interactions.
  • 4242 #4 – Don’t Overcomplicate @JoePulizzi Forgotten Strategies
  • 43 Mid-sized CMS company – large considered purchase ($100k to $200k) “okay, we’ll try this content marketing thing” BUT, customer acquisition was 1.2x the cost 1.5x as long
  • 44 “wait for it....” Customer Acquisition Spent 2X as much Stayed 5X as long 2X more likely to share Creating Better Customers
  • 45 Persona #1 Building a Better Business/Thought Leadership Webinar How-To-Webinar eBook/White Paper Version of Webinar (10 Steps) CTAs in Report (Landing Page/Phone #) Attended Attended
  • 4646 #5 – Find the Bigger Story @JoePulizzi Forgotten Strategies
  • 4747 #5 – Find the Bigger Story @JoePulizzi
  • 48
  • 49
  • 50
  • 5151 #6 – Don’t Forget Print @JoePulizzi Forgotten Strategies
  • @JoePulizzi • 90% of subscribers take some kind of action upon reading the publication.
  • 53 @JoePulizzi • “Has helped us get more conversations with the C- Suite than any other tool we have.” – Mike Kidder, VP Marketing
  • 54
  • Thank You Joe Pulizzi Founder Content Marketing Institute joe@contentinstitute.com @JoePulizzi