Content That Drives Conversions
 

Content That Drives Conversions

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Ready to explore how content marketing applies to each stage of the B2B buying cycle? Through best practices and real life examples, you’ll learn which content approaches work best for converting ...

Ready to explore how content marketing applies to each stage of the B2B buying cycle? Through best practices and real life examples, you’ll learn which content approaches work best for converting visitors to prospects, transforming prospects to engaged leads, and qualifying engaged leads as sales-ready.

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Content That Drives Conversions Content That Drives Conversions Presentation Transcript

  • Content that Drives Conversions ChrisBaggott,Compendium NolinLeChasseur,Brainrider
  • Introductions Chris  Baggo+   CEO,  Compendium   @chrisbaggo+  |  @compendium   Nolin  LeChasseur   Partner,  Brainrider   @nolin  |  @brainrider  
  • •  Nolin – Defining your buyer, 5 steps to creation, Examples •  Chris - History, What converts, Case study •  Create content that converts •  Measure what’s working •  Look In Unusual Spots for Content What you’ll learn in the next 30 min
  • CREATING CONTENT THAT CONVERTS Nolin LeChasseur, BrainRider
  • Map content to the buying decision... If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support What to share with them: • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How to choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • Working with us • How to buy
  • 5 keys to creating content that converts 1.  IdenAfy,  plan,  and  organize   by  customer  needs  &  pains   2.  Leverage  your  company’s   subject-­‐ma+er  experAse   3.  Target  buyer  intent  search   keywords  and  phrases   4.  Describe  your  content   using  customer  language   5.  Test  &  learn  with  light   tacAcs,  then  scale  winners   into  heavier  tacAcs  
  • Identify, plan, and organize by customer needs and pains.
  • Identify customer needs & pains •  How to … •  How do I … •  Do I need more/less … •  Should we … •  Comparing … •  Choosing a …
  • Plan & organize content assets by customer needs & pains
  • Leverage your company’s subject matter expertise.
  • Citibank targets SMBs…
  • …with marketing advice.
  • Find subject-matter expertise that connects with customer needs. •  Who are your SMEs and what do they know? •  Reverse engineer what you already sell •  Ask your customer-facing staff •  What search terms are driving site traffic? •  What on-site search terms are common? •  What searches are high volume?
  • Target buyer-intent keywords and phrases.
  • Look at longer search phrases for suffixes that show buyer intent. …jobs in San Francisco …job description …comparison …alternatives …white paper …pricing …best practices …pricing comparison …implementation guide …consulting hourly rate …email/landing page template …requirements document …contract terms …structure of team MARKETING  AUTOMATION…  
  • Describe your content using customer language.
  • Which one is buyer-focused? MarkeAng  AutomaAon     Vendor  Comparison  Guide   MarkeAng  AutomaAon     Buyers  Guide   Another  Be*er  B2B  Marke/ng  Resource   Another  Be*er  B2B  Marke/ng  Resource  
  • Which one is buyer-focused? MarkeAng  AutomaAon     Vendor  Comparison  Guide   Another  Be*er  B2B  Marke/ng  Resource   MarkeAng  AutomaAon     Buyers  Guide   Another  Be*er  B2B  Marke/ng  Resource  
  • Which one is buyer-focused? How  To  Sell   MarkeAng  AutomaAon     To  Your  Boss   MarkeAng  AutomaAon     Requirements  Document   Example  &  Template   Another  Be*er  B2B  Marke/ng  Resource   Another  Be*er  B2B  Marke/ng  Resource  
  • Which one is buyer-focused? How  To  Sell   MarkeAng  AutomaAon     To  Your  Boss   MarkeAng  AutomaAon     Requirements  Document   Example  &  Template   Another  Be*er  B2B  Marke/ng  Resource   Another  Be*er  B2B  Marke/ng  Resource  
  • Test & learn with light tactics, then scale winners into heavier tactics.
  • Test & learn with light tactics •  Social media sharing •  Social publishing •  Blogging / guest blogging •  Article syndication / contribution
  • •  Dense marketing assets: White papers, ebooks •  Recorded media: webinars, podcasts, videos •  Image media: infographics, illustrations, presentations •  Training materials •  Support manuals, user forums, knowledge base •  RFP responses & sales proposals Repurpose existing assets buried deep inside your content shoebox
  • Measure website engagement
  • Measure content engagement
  • Measure form & LP conversions
  • See what contributed to a sale RESOURCE   MarkeAng  AutomaAon   OpAmizaAon  Checklist   RESOURCE   2013  B2B  MarkeAng   Budget  AllocaAon  Tool   RESOURCE   Be+er  B2B     MarkeAng  Checklist   WEB  VISIT  PAGEVIEWS   Web  content  about   planning  &  content  
  • SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Chris Baggott, Compendium
  • Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance Can you think of the top 30 Topics prospects and customers might be interested in? SUPPOSE YOU ARE AN INSURANCE COMPANY Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance
  • Create customer personas Demographics Motivations Characteristics goals
  • 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS
  • SALES FUNNEL Typical INQUIRY CONSIDERATION AWARENESS PURCHASE OR LEADS RETENTION OR SALES
  • 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS x 5 stages of the funnel 750 CONTENT ELEMENTS
  • 3% 56% 34% 31.1% 30.8% 28% 27% 27% 20% 20% 12% 8% 7% RETAIL SITES BRAND SITES BLOGS FACEBOOK GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+ ONLINE MAGAZINES PINTEREST TWITTER NEWS SITES INSTAGRAM ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE Source: Technorati
  • 325% Increase in Sales ready leads 9000 Content elements created
  • Email sourced content
  • The buyer is in control.
  • What next? Let’s Talk! Chris  Baggo+   CEO,  Compendium   Nolin  LeChasseur   Partner,  BrainRider   Subscribe to more helpful B2B Marketing content: @Brainrider | @Nolin Subscribe to more helpful B2B Marketing content: @Compendium| @ChrisBaggott