Content that Drives
Conversions
ChrisBaggott,Compendium
NolinLeChasseur,Brainrider
Introductions
Chris	
  Baggo+	
  
CEO,	
  Compendium	
  
@chrisbaggo+	
  |	
  @compendium	
  
Nolin	
  LeChasseur	
  
Part...
•  Nolin – Defining your buyer, 5 steps to creation, Examples
•  Chris - History, What converts, Case study
•  Create cont...
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
righ...
5 keys
to creating
content
that
converts
1.  IdenAfy,	
  plan,	
  and	
  organize	
  
by	
  customer	
  needs	
  &	
  pain...
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 …
•  Choosi...
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 en...
Target buyer-intent
keywords and
phrases.
Look at longer search phrases for
suffixes that show buyer intent.
…jobs in San Francisco
…job description
…comparison
…al...
Describe your
content using
customer language.
Which one is buyer-focused?
MarkeAng	
  AutomaAon	
  	
  
Vendor	
  Comparison	
  Guide	
  
MarkeAng	
  AutomaAon	
  	
  
...
Which one is buyer-focused?
MarkeAng	
  AutomaAon	
  	
  
Vendor	
  Comparison	
  Guide	
  
Another	
  Be*er	
  B2B	
  Mar...
Which one is buyer-focused?
How	
  To	
  Sell	
  
MarkeAng	
  AutomaAon	
  	
  
To	
  Your	
  Boss	
  
MarkeAng	
  AutomaA...
Which one is buyer-focused?
How	
  To	
  Sell	
  
MarkeAng	
  AutomaAon	
  	
  
To	
  Your	
  Boss	
  
MarkeAng	
  AutomaA...
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 syndi...
•  Dense marketing assets: White papers, ebooks
•  Recorded media: webinars, podcasts, videos
•  Image media: infographics...
Measure website engagement
Measure content engagement
Measure form & LP conversions
See what contributed to a sale
RESOURCE	
  
MarkeAng	
  AutomaAon	
  
OpAmizaAon	
  Checklist	
  
RESOURCE	
  
2013	
  B2B...
SIMPLE WAYS TO MASSIVELY
INCREASE YOUR CONTENT
Chris Baggott, Compendium
Insurance
Car Insurance
Motor Insurance
Life Insurance
Home Insurance
Insurance Rates
Health Insurance
Motorcycle Insuranc...
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
LINKE...
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	
  
Subsc...
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
Content That Drives Conversions
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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 visitors to prospects, transforming prospects to engaged leads, and qualifying engaged leads as sales-ready.

Published in: Economy & Finance, Business
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Content That Drives Conversions

  1. 1. Content that Drives Conversions ChrisBaggott,Compendium NolinLeChasseur,Brainrider
  2. 2. Introductions Chris  Baggo+   CEO,  Compendium   @chrisbaggo+  |  @compendium   Nolin  LeChasseur   Partner,  Brainrider   @nolin  |  @brainrider  
  3. 3. •  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
  4. 4. CREATING CONTENT THAT CONVERTS Nolin LeChasseur, BrainRider
  5. 5. 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
  6. 6. 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  
  7. 7. Identify, plan, and organize by customer needs and pains.
  8. 8. Identify customer needs & pains •  How to … •  How do I … •  Do I need more/less … •  Should we … •  Comparing … •  Choosing a …
  9. 9. Plan & organize content assets by customer needs & pains
  10. 10. Leverage your company’s subject matter expertise.
  11. 11. Citibank targets SMBs…
  12. 12. …with marketing advice.
  13. 13. 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?
  14. 14. Target buyer-intent keywords and phrases.
  15. 15. 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…  
  16. 16. Describe your content using customer language.
  17. 17. 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  
  18. 18. 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  
  19. 19. 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  
  20. 20. 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  
  21. 21. Test & learn with light tactics, then scale winners into heavier tactics.
  22. 22. Test & learn with light tactics •  Social media sharing •  Social publishing •  Blogging / guest blogging •  Article syndication / contribution
  23. 23. •  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
  24. 24. Measure website engagement
  25. 25. Measure content engagement
  26. 26. Measure form & LP conversions
  27. 27. 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  
  28. 28. SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Chris Baggott, Compendium
  29. 29. 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
  30. 30. Create customer personas Demographics Motivations Characteristics goals
  31. 31. 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS
  32. 32. SALES FUNNEL Typical INQUIRY CONSIDERATION AWARENESS PURCHASE OR LEADS RETENTION OR SALES
  33. 33. 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS x 5 stages of the funnel 750 CONTENT ELEMENTS
  34. 34. 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
  35. 35. 325% Increase in Sales ready leads 9000 Content elements created
  36. 36. Email sourced content
  37. 37. The buyer is in control.
  38. 38. 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
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