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Secrets of Successful Content Marketing

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Discover why offering white papers and other free content as premiums can double the response to your lead generation and email marketing campaigns. You will also learn how to create free content …

Discover why offering white papers and other free content as premiums can double the response to your lead generation and email marketing campaigns. You will also learn how to create free content offers that generate more leads while achieving other marketing objectives.

Topics Covered:
• 5 reasons to offer free white papers in your marketing
• The 4 characteristics of a successful offer
• Choosing white paper titles and topics with the strongest appeal
• Generate twice as many leads at half the cost
• Interest prospects in your product, not just your whitepaper

Presenter: Bob Bly

More in: Marketing
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  • 1. SECRETS OF SUCCESSFUL CONTENT MARKETING
  • 2. P. 1 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Robert W. Bly Center for Technical Communication www.bly.com (973) 263-0562 rwbly@bly.com Twitter: @robertbly !"#$%&'()*+,-).-+,%)/"0%#1)"'2)) 3,-%#)4#%%)56',%',)37%#1) /+'06+',%81)4%",9#%1)/#%1%',%#:)
  • 3. P. 2 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 ;<%',)=%>6#2+'() !! !"#$%&'($)(#"$%*('"+,'-"-( !! ./&$0(1,(2"#$%&'3()0$-")3(456(,%(78")-&9( !! :8//&'9(4(&%-(6(;&;"'( ?9%1&6'1) !! <0"&)"(&)=(>8")?,%)($%(>8")?,%(;&%"0( !! <,)1(>8")?,%)(,%(72$@"'(1,A(@/+'06+',%A)@#6B%#,BCD) /C%"1%)1-"#%E))F*%%,),-+1A)C+$%)91)6')4GA)H+'$%2I'))
  • 4. P. 3 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 !! G6B)GCDA( !! B(C'""(/&'="?%*('";,'1)(2,'1D(,E"'(FGHH( !! I,2%0,&-(&1(D@;AJJ222K#09K+,/J'";,'1)( !! /+'06+',%A( !! L'""(M(G(/,%1D(:"'E$+"(NFBO(P(FQHH(E&08"R( !! 222K;$%;,$%1"K+,/J*"1M)1&'1"-( !! S,8;,%(+,-"A(//F.;GJ=)NT$/$1"-(7$/"R(
  • 5. P. 4 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •! UG(V&%="-(./&$0(W&'="?%*((( •! ./&$0(W&'="?%*(C,'(X8)$%"))")( •! <',/,1"(9,8'(*'"&1(+,%1"%1(2$1D(<$%;,$%1"Y( !"#$%"#&'(")(*"+'(,%#)&-#&(,%#&-.&(%#()&'/%"0)1 (( 2(!"#$%"#&'(.3)&%4'/( UG(V&%="-(#9(222K1,;)",)K+,/(C,'(#8)$%"))(+,//8%$+&?,%)(
  • 6. P. 5 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •! I',%#'%,)K,#",%(+1,A)560D*#+,%#) •! L9,-6#)6M)NOP)B66$1) •! L00%"#%2)6')FQA)"'2)#"2+6) •! 5C+%',1)+'>C92%)IG!A)!%2+>"C);>6'6R+>1A) LFSFA)G35)T"11%1A)"'2)6,-%#1) •! U%C01)")*+2%)#"'(%)6M)>C+%',1)*+,-)%R"+C) R"#$%&'(A)>60DA)2+#%>,)R"#$%&'()S)R6#%V!
  • 7. P. 6 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •! Z%-"')1&%-$%*(1D"(-$["'"%+"(#"12""%(+,%1"%1( &%-(+,;9( •! !D&1(/&=")(=$00"'(+,%1"%1(1D&1(9,8'(&8-$"%+"( 2$00(0,E"(&%-()D&'"( •! 7D"(#"%"]1)(,C(-$["'"%1(19;")(,C(+,%1"%1(&%-( 2D"%(1,(8)"(1D"/K( •! ^,2(1,(8)"(+,%1"%1(1,(#,,)1(9,8'(-$'"+1( /&'="?%*()1'&1"*$")($%(/80?;0"(+D&%%"0)(
  • 8. P. 7 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 _56'(&/3'(4'-)3/'(%7(8%3/('03.-9%#(")(#%&(:6-&(8%3( +#%:;(<3&(6%:(8%3()6-/'(:6-&(8%3(+#%:(:"&6(%&6'/)=>( (MM(`"%1(a"'#8'%(?"4$*'(5/3&6)(NWbL(X,,=)R( _@7(@(6-A'(-#(-$$*'(-#0(8%3(6-A'(-#(-$$*'(-#0(:'( 'B.6-#C'(-$$*');(&6'#(8%3(-#0(@(:"**()9**(6-A'(%#'(-$$*'=( D3&("7(8%3(6-A'(-#("0'-(-#0(@(6-A'(-#("0'-(-#0(:'( 'B.6-#C'(&6')'("0'-);(&6'#('-.6(%7(3)(:"**(6-A'(&:%( "0'-)Kc( (MM(d",'*"(X"'%&'-(:D&2(NC',/(56'(E$$*'(,-/&3(GeOeR(
  • 9. P. 8 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Content: Apples help prevent cancer. Copy: A delicious fruit you can find in your refrigerator that can help prevent cancer.
  • 10. P. 9 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 11. P. 10 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 12. P. 11 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 13. P. 12 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 14 Things…
  • 14. P. 13 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 15. P. 14 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 The 3 Rs of content optimization •!Reorganize – take existing content and restructure it in a way that is more useful to your prospects •!Rewrite – companies often find it useful to rewrite to content when it is either dated or has been exhausted due to a high level of previous consumption •!Retire – every piece of content has a shelf life. You cannot use the same content indefinitely Source: Marketing white paper “Creating Content that Sells”
  • 16. P. 15 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Bad content example: Copywriting Tip Most of your customers don't really give a crap about you, your products or services, or your goals and dreams. What they care about is how you can help THEM.They are too busy trying to figure out how to overcome their challenges! How to avoid it: The key to writing great content is to either (a) present a new idea (very difficult) or (b) communicate an old idea!in a fresh, new, and compelling way (challenging but easier). If you do neither, then you are wasting the reader’s time by stating the old in a stale way. So why even bother? Answer:You shouldn’t.
  • 17. P. 16 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •! fgh(,C(XOX(+,%1"%1(/&'="1"')(8)"(),+$&0(/"-$&(N,1D"'(1D&%(#0,*)R( •! fih(,C(XOX(+,%1"%1(/&'="1"')(8)"(&'?+0")(,%(1D"$'(2"#)$1"( •! gfh(,C(XOX(+,%1"%1(/&'="1"')(8)"("a"2)0"@"')( •! ggh(,C(XOX(+,%1"%1(/&'="1"')(8)"(#0,*)( •! gGh(,C(XOX(+,%1"%1(/&'="1"')(8)"(+&)"()18-$")( •! gHh(,C(XOX(+,%1"%1(/&'="1"')(8)"(E$-",)( •! gHh(,C(XOX(+,%1"%1(/&'="1"')(8)"(&'?+0")(,%(,1D"'(2"#)$1")( •! jeh(,C(XOX(+,%1"%1(/&'="1"')(8)"($%M;"'),%("E"%1)( •! jGh(,C(XOX(+,%1"%1(/&'="1"')(8)"(2D$1"(;&;"')( •! Qeh(,C(XOX(+,%1"%1(/&'="1"')(8)"(2"#$%&')(,'(2"#+&)1)( •! BBh(,C(XOX(+,%1"%1(/&'="1"')(8)"('")"&'+D('";,'1)( •! BHh(,C(XOX(+,%1"%1(/&'="1"')(8)"(/$+',()$1")(
  • 18. P. 17 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 •! ifh(,C(XOX(+,%1"%1(/&'="1"')(8)"($%C,*'&;D$+)( •! ifh(,C(XOX(+,%1"%1(/&'="1"')(8)"(#'&%-"-(+,%1"%1(1,,0)( •! iih(,C(XOX(+,%1"%1(/&'="1"')(8)"(/,#$0"(+,%1"%1( •! iOh(,C(XOX(+,%1"%1(/&'="1"')(8)"("X,,=)( •! iGh(,C(XOX(+,%1"%1(/&'="1"')(8)"(;'$%1(/&*&k$%")( •! Oeh(,C(XOX(+,%1"%1(/&'="1"')(8)"(#,,=)( •! Ofh(,C(XOX(+,%1"%1(/&'="1"')(8)"(E$'18&0(+,%C"'"%+")( •! Ogh(,C(XOX(+,%1"%1(/&'="1"')(8)"(;,-+&)1)( •! Ojh(,C(XOX(+,%1"%1(/&'="1"')(8)"(0$+"%)"-(,'()9%-$+&1"-(+,%1"%1( •! Ojh(,C(XOX(+,%1"%1(/&'="1"')(8)"(/,#$0"(&;;)( •! OQh(,C(XOX(+,%1"%1(/&'="1"')(8)"(-$*$1&0(/&*&k$%")( •! OBh(,C(XOX(+,%1"%1(/&'="1"')(8)"(;'$%1(%"2)0"@"')( •! GGh(,C(XOX(+,%1"%1(/&'="1"')(8)"(*&/")(,'(*&/$]+&?,%(
  • 19. P. 18 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Custora came up with its figures by analyzing data from 72 million customers shopping on 86 different retailer sites.
  • 20. P. 19 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 21. P. 20 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 22. P. 21 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 23. P. 22 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 24. P. 23 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 25. P. 24 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 26. P. 25 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 27. P. 26 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 28. P. 27 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 E-Mail
  • 29. P. 28 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 GK(:"1)(1D"();"+)K(( OK(W&=")(1D"(;',);"+1(#"D,0-"%( N'"+$;',+$19RK( iK(d"%"'&1")(/,'"($%>8$'$")K(( BK(.)1&#0$)D")(9,8(&)(1D"("l;"'1K(( QK(.-8+&1")(1D"(/&'="1K( jK(I'$E")()&0")K(
  • 30. P. 29 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Marketer Bait Piece (free content offer) Prospect
  • 31. P. 30 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Promotion Bait Piece Offers Fulfillment Follow-Up Close Prospect Requests Bait Piece Purchase? NO Bait PieceBait Piece YES NO
  • 32. P. 31 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 LGM + BPO = 2 x RRR
  • 33. P. 32 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 !!Selection Guide !!How-to !!Survey !!Case Study !!Methodology !!Implementation Guide !!Controversy !!Consumer Awareness Guide !!Application !!ROI/Benefit
  • 34. P. 33 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 35. P. 34 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 m! :8'E"9(,C(G3BHH(n7(;',C"))$,%&0)(&)="-($C(+,%1"%1($%o8"%+")( 1D"$'(;8'+D&)"(-"+$)$,%)( m! feh(,C('");,%-"%1)()&$-(+,%1"%1(D&)(&%($/;&+1(,%(1D"$'( ;'"C"'"%+"(,C(1"+D%,0,*9(E"%-,'K( m! 60),()&$-(M(/,'"(0$="09(1,(-,2%0,&-(&%-('"&-(2D$1"(;&;"')(1D&%( ;',-8+1(0$1"'&18'"K( m! jeh(,C(;',);"+1)(2D,(0$="(9,8'(2D$1"(;&;"'(2$00(;&))($1(,%(1,( +,00"&*8")K( m! Qgh(()&$-(2D$1"(;&;"')($%o8"%+"-(1D"$'(#89$%*(-"+$)$,%)K( m! gGh(,C(1"+D(#89"')(;'"C"'(2D$1"(;&;"')(1,(,1D"'(/&'="?%*( +,%1"%1K( *Sources: Maddox, Kate, “Study looks at value of online content,” BtoB, p.3; Huff, Dianna, “How to Syndicate Your White Papers,” MarketingSherpa; Knowledge Storm/MarketingSherpa Study
  • 36. P. 35 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Purpose/Audience Description Senior Management high-level overview Executive Briefing Instructions Manual How to specify or choose a product Consumer Awareness Guide; Buyer’s Guide; Selection Guide Information, tips, technical data Special Report Quick tips Tip Sheet Technical or research data Monograph Printed multi-page saddle-stitched document, 4x9-inch page size Booklet Printed multi-page document, folded Pamphlet
  • 37. P. 36 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Type of Title Example List “The Top 7 Security Problems of 802.11 Wireless Networks” Active Verb (“ing”) “Managing Large UNIX Data Centers” Why “Why Six Sigma Doesn’t Work” Colon “Defending the Remote Office: Which VPN Technology is Best?” How to “How to Prevent Machine Parts from Failing Prematurely”
  • 38. P. 37 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 39. P. 38 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 GK! L',%1(S,E"'J7$10"( OK! 7&#0"(,C(S,%1"%1)( iK! .l"+8?E"(:8//&'9( BK! 6(T,,=(&1(1D"(<',#0"/( QK! X,-9( jK! S,%+08)$,%)( gK! S,%1&+1JS&00(1,(6+?,%(
  • 40. P. 39 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 A SIMPLE GUIDE TO RUNNING A PROFIT-BUILDING BUSINESS GIFT PROGRAM.
  • 41. P. 40 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 42. P. 41 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 43. P. 42 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 The Special Report Technique: Step 1
  • 44. P. 43 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 The Special Report Technique: Step 2
  • 45. P. 44 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 46. P. 45 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 47. P. 46 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 48. P. 47 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Sales Cycle Lead-generation Fulfillment RFP Close
  • 49. P. 48 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 1.! ________________________________________ 2.! ________________________________________ 3.! ________________________________________ 4.! ________________________________________ 5.! ________________________________________ 6.! ________________________________________ 7.! ________________________________________ 8.! ________________________________________ 9.! ________________________________________ 10.! ________________________________________ “10 Tips for …_____ _______________.”
  • 50. P. 49 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 Q: A: Q: A: Q: A: Q: A: Q: A: Q: A: Q: A:
  • 51. P. 50 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 52. P. 51 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 m! S,/;"?1,')p(+,%1"%1(,%(1D"( )&/"(1,;$+( m! <'"E$,8)(2D$1"(;&;"')(C',/( 1D"(+0$"%1(+,/;&%9( m! 7"&'M)D""1)(,C(&-)( m! X',+D8'")( m! S&1&0,*)( m! I&1&()D""1)( m! S&)"()18-$")( m! <,2"'<,$%1(;'")"%1&?,%)( m! 7"+D%$+&0(;&;"')( m! SIMVqW:( m! W&%8&0)( m! !"#()$1")( m! 68-$,ME$)8&0()+'$;1)( m! <'"))(=$1)( m! :2$;"(]0")(,C(+,/;"?1,')p(&-)( &%-(0$1"'&18'"( m! n%1"'%&0(/"/,)( m! T"@"')(,C(1"+D%$+&0($%C,'/&?,%( m! <',-8+1();"+$]+&?,%)( m! .%*$%""'$%*(-'&2$%*)( m! X8)$%"))(&%-(/&'="?%*(;0&%)( m! V";,'1)( m! <',;,)&0)( m! <&)1($))8")(,C("Mk$%")( m! 7D"(+,/;&%9(#0,*)(
  • 53. P. 52 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 54. P. 53 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 55. P. 54 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 56. P. 55 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 57. P. 56 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 58. P. 57 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 59. P. 58 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584
  • 60. P. 59 Business Email Marketing | Tw: @Pinpointe | www.facebook.com/pinpointe | (800) 557-6584 /C%"1%)W)) )))X6+')Y1W)M6#)M9,9#%)*%B+'"#1) )))K-"#%)Z)F*%%,) Bob Bly Copywriter, Internet strategist Phone: (973) 263-0562 Subscribe to Bob’s “Direct Response Letter”: www.bly.com/reports Pinpointe ( 222K;$%;,$%1"K+,/J*"1M)1&'1"-( NBHfR(fiBMgQgg( F*+[%#:)r;$%;,$%1"( GC6(:)))222K;$%;,$%1"K+,/J#0,*(