How to Take the Boring out of B2B Content - slides 04/29/14
 

How to Take the Boring out of B2B Content - slides 04/29/14

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    How to Take the Boring out of B2B Content - slides 04/29/14 How to Take the Boring out of B2B Content - slides 04/29/14 Presentation Transcript

    • #123webinar | @webmarketing123 How to Take the BORING out of B2B Content. Tuesday, 4/29 1PM ET/10AM PT
    • #123webinar | @webmarketing123 1. Who’s the presenter? 2. Can I ask questions? 3. Can I have a copy of the slides? Tweet @webmarketing123 or use #123webinar. Yes! Email results@webmarketing123.com. 4. How do I get a live site analysis? Chat us your website and top 2 keywords.
    • #123webinar | @webmarketing123 3 Our agency builds cutting-edge digital demand gen strategies. Search Engine Optimization Website Redesign Paid Search & Display Content Creation Top 500 Fastest Growing Private US Companies.
    • #123webinar | @webmarketing123 1 The Science of Share Worthy Content Why Epic Content is Worth Your Time & Budget 2 Smart Content Distribution Strategy How to Ethically Build Links & Boost Rankings 3 Drive Revenue with Content How to Finally Close the Loop on Content ROI 4 Live Site Analyses Get a 2nd Opinion on Your Digital Marketing On the Agenda
    • #123webinar | @webmarketing123 Source: “Cold, Hard Content Marketing Stats,” Kapost Fact: Great content delivers awesome results. 62% Costs 62% less than traditional marketing. 3x Generates 3x as many leads as traditional marketing. 6x Website CVR is 6x higher for content marketing adopters. 47% Nurtured leads make 47% larger purchases. / Science of Shareworthy Content
    • #123webinar | @webmarketing123 / Science of Shareworthy Content 93% of marketers use content, yet only 42% consider themselves effective. Source: “2014 B2B Content Marketing Trends”, Content Marketing Institute/MarketingProfs However…
    • #123webinar | @webmarketing123 Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013 1 2 3 Boring, ineffective content. Incomplete digital integration. Poorly- optimized channel mix. / Science of Shareworthy Content Most fumble at implementation. Companies struggle with 3 content marketing pain points. 1
    • #123webinar | @webmarketing123 The average prospect sees 3,500+ marketing messages per day. Source: Yankevich Consumer Research Content shock is a big problem. Competition is fierce and time is of the essence. 2 / Science of Shareworthy Content
    • #123webinar | @webmarketing123 Content shock is a big problem. Competition is fierce and time is of the essence. 2 “[Create incredible content] so that you can earn and own an audience soon, before the world of content goes from the wild west to an overcrowded, hyper- competitive field…” Rand Fishkin Moz Co-founder Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014 / Science of Shareworthy Content
    • #123webinar | @webmarketing123 Beat the crowd. Create content for people.
    • #123webinar | @webmarketing123 It’s a simple formula. 2 3 Evokes emotion – Don’t be afraid to be funny! Looks pretty- Graphic design matters! Solves a problem – Make their jobs easier. 1 / Science of Shareworthy Content People like content that:
    • #123webinar | @webmarketing123 12 - Out of the box thinking - Intended for awareness – Top of the funnel - 300% higher download rate vs other collateral B2B Examples: Cloud Managed IT
    • #123webinar | @webmarketing123 13 - Highlights the business impact - Intended for consideration stage – Top/Middle of the funnel - Accompanied a white paper - $1M in pipeline revenue with several closed deals in the first 3 months of launch B2B Examples: Payroll Services
    • #123webinar | @webmarketing123 14 - Intended to highlight the data management implications - Top of the funnel content piece - Accompanied a white paper - $1M in pipeline revenue with several closed deals in the first 3 months of launch - 800 contacts were engaged - $250k in revenue generated B2B Examples: Public Accounting Firm
    • #123webinar | @webmarketing123 1 The Science of Share Worthy Content Why Epic Content is Worth Your Time & Budget 2 Smart Content Distribution Strategy How to Ethically Build Links & Boost Rankings 3 Drive Revenue with Content How to Finally Close the Loop on Content ROI 4 Live Site Analyses Get a 2nd Opinion on Your Digital Marketing On the Agenda
    • #123webinar | @webmarketing123 Make sure your content can be found.
    • #123webinar | @webmarketing123 Calculate your SEO content gap. How much content do you need to create? 1 / Smart Content Distribution Strategy # of Buyer Personas # of Funnel Stages Covered Topics Possible Topics[ ]( ) Pieces of content you need to cover your bases.
    • #123webinar | @webmarketing123 Choose keywords carefully. Use Google tools to measure demand and competition.2 / Smart Content Distribution Strategy
    • #123webinar | @webmarketing123 Prioritize content creation. Map your keywords & stay organized with a content calendar.3 / Smart Content Distribution Strategy
    • #123webinar | @webmarketing123 Get Links! Ensure you get credit for your content4 / Smart Content Distribution Strategy Hyperlink your collateral with strategic keyword usage:
    • #123webinar | @webmarketing123 Get Links! Ensure you get credit for your content4 / Smart Content Distribution Strategy What if they don’t link to me?!?!: http://moz.com/ugc/guide-to-using-unlinked-brand-mentions-for-link-acquisition- 20981 OR
    • #123webinar | @webmarketing123 Build a strategic content distribution plan.
    • #123webinar | @webmarketing123 Build distribution into your calendar. Map content to the funnel and distribute based on lead behavior. 1 Funnel Stage Content Piece Awareness Evaluation Purchase Educate prospects on the value of digital marketing & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. “The Definitive Guide to Display Advertising” “How to Close More Deals via Digital Demand Gen” “Why the Webmarketing123 Lead Gen Strategy is the Best” / Smart Content Distribution Strategy
    • #123webinar | @webmarketing123 24 Advertorials Display Ads (Plus Retargeting) Email SEO Direct Mailer Campaign Microsite Infographic Webinar & Slideshare Blog Post Don’t forget your social share buttons!!! Sample distribution channels Here are some common channels to start with
    • #123webinar | @webmarketing123 Amplify reach with smart advertising. Invest in top performing content to maximize leads. 2 Test content performance across channels. 1 Evaluate best content type: eBook, webinar, video, etc. 2 3 3 paid content campaign factors: A/B test landing page & ad copy. / Smart Content Distribution Strategy
    • #123webinar | @webmarketing123 1 The Science of Share Worthy Content Why Epic Content is Worth Your Time & Budget 2 Smart Content Distribution Strategy How to Ethically Build Links & Boost Rankings 3 Drive Revenue with Content How to Finally Close the Loop on Content ROI 4 Live Site Analyses Get a 2nd Opinion on Your Digital Marketing On the Agenda
    • #123webinar | @webmarketing123 Can you evaluate content on revenue? Webmarketing123, 2014 State of Digital Marketing Report 1 in 4 marketers don’t know which channel delivers the highest quality leads. 1 in 3 marketers don’t know which channel generates the most revenue. / Drive Revenue with Content
    • #123webinar | @webmarketing123 Tie landing page conversions to revenue in CRM & attribute to mapped keywords. You MUST map keywords! Focus on content that drives revenue. / Drive Revenue with Content
    • #123webinar | @webmarketing123 29 Email results@webmarketing123.com or call 800.619.1570 THANK YOU Mike Turner Director of Business Development Reach out for a copy of our content analysis framework. Sign up for a complimentary consultation!
    • #123webinar | @webmarketing123 1 Is Link Building Dead? Inside the Link Building Debate 2 The New SEO Blueprint Actionable Tips to Secure Your Search Rankings 3 Bounce Back from a Google Penalty Essential Steps to Recovery 4 Live Site Analyses Get a 2nd Opinion on Digital Marketing Strategy On the Agenda
    • #123webinar | @webmarketing123 LIVE SITE ANALYSES