0
Why Leads are

Ignoring Your Content Marketing

Mike Turner
Director, Business Development
February 25th, 2014

#123webina...
About Us
#123webinar | @webmarketing123

2
We are a digital marketing agency
focusing on lead generation.
Search Engine Optimization
SEM & Display

Top 500 Fastest
G...
What sets
us apart?
#123webinar | @webmarketing123

4
We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:
Business Research + Strategy
Custom Scorecard ...
On the Agenda

1
2
3
4
5

Survive Content Shock

Evaluating the State of Content Marketing

Capture the New Buyer with Con...
/ Survive Content Shock

Why are leads ignoring my content

#123webinar | @webmarketing123
Trend #1

Content Marketing Will Become More
Than Just a Buzzword

Over half of marketers plan to invest more in content t...
Content Shock.

#123webinar | @webmarketing123
/ Survive Content Shock

Quantity of Content
Someone is Exposed To

Here’s what content shock looks like:

Likelihood of E...
/ Survive Content Shock

Early warning signs are setting in.

Source: “The Big Problem of Ad Fatigue”, MarketingZeus; Marc...
/ Survive Content Shock

Get ahead now.
“[Create incredible content] so that you can
earn and own an audience soon,
before...
/ Survive Content Shock

Should I still bother with content

#123webinar | @webmarketing123
/ Survive Content Shock

Yes, content marketing still delivers:

3x
Generates 3x as many leads
as traditional marketing.

...
/ Survive Content Shock

Competition is fierce...but there is hope.

93%

58%

49%

already use content
marketing.

plan t...
/ Survive Content Shock

Let’s see how your plan stacks up.

#123webinar | @webmarketing123
/ Survive Content Shock

Successful content marketers

Master 3 Major Challenges:
Win the self informed buyer.

Tame the G...
On the Agenda

1
2
3
4
5

Survive Content Shock

Evaluating the State of Content Marketing

Capture the New Buyer with Con...
/ Capture the New Buyer

Before,

prospects needed to
talk to sales.

Now,

the last thing they
do is talk to sales.

#123...
/ Capture the New Buyer

The sales cycle before.

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

#123webin...
/ Capture the New Buyer

The sales cycle now.

70%

of the new
buyer’s journey
happens online.

Source: Branding in the Di...
Welcome to the Hidden Sales Cycle.

#123webinar | @webmarketing123
/ Capture the New Buyer

The old sales machine is stalling.

longer sales
cycles

lower conversion
rates

less reliable
fo...
Mission: Capture the Buyer in the
Online Research Stage.

#123webinar | @webmarketing123
/ Capture the New Buyer

Fuel lead generation with content.

Acquire leads.

Nurture leads.
#123webinar | @webmarketing123...
1

Acquire leads.

/ Capture the New Buyer

Influence the buyer at the 1st touch point.

Email

SEM

#123webinar | @webmar...
2

Nurture leads.

/ Capture the New Buyer

Map content to the funnel and distribute based on lead behavior.
Funnel Stage
...
3

/ Capture the New Buyer

Prep to sell the new buyer.

Use automated lead scoring and adopt the Challenger Sale.

Compan...
On the Agenda

1
2
3
4
5

Survive Content Shock

Evaluating the State of Content Marketing

Capture the New Buyer with Con...
/ Feed Search with Great Content

SEO now depends on strategic
content creation.

1

Quality Content
Google updates the
se...
2 Main Types of Content Needed
Tent pole Pieces

Website Pages

#123webinar | @webmarketing123
/ Feed Search with Great Content

What do these Algorithms care about?

Fresh,

frequent, quality
content.

Site Metrics

...
1

[(

/ Feed Search with Great Content

Calculate your content gap.
How much content do you need to create?

Possible
Top...
2

/ Feed Search with Great Content

Prioritize content creation.

Map your keywords & stay organized with a content calen...
3

/ Feed Search with Great Content

Ace site content structure.
Optimize structure to increase indexed pages.

Thematical...
On the Agenda

1
2
3
4
5

Survive Content Shock

Evaluating the State of Content Marketing

Capture the New Buyer with Con...
How do you measure content
success?

#123webinar | @webmarketing123
/ ROI Reporting

Measure the money metrics.
“2/3 of CMOs will be held accountable for ROI
by 2015. But, HALF feel insuffic...
/ ROI Reporting

Measure the money metrics.
Number of keywords
on page 1

$

Qualified leads
(MQLs/SQLs)

Traffic

$

Sale...
/ ROI Reporting

Marketing Campaigns Tied To ROI

$
#123webinar | @webmarketing123
Attribution at Work

Sample Report
Then, gain actionable insights into which campaigns generate revenue:

With the advent ...
/ ROI Reporting

Reinvest based on revenue, not leads.

Closed Won
Revenue

Allocation

eBook

$85,000

$

Blog

$60,000

...
On the Agenda

1
2
3
4
5

Survive Content Shock

Evaluating the State of Content Marketing

Capture the New Buyer with Con...
/ Action Plan

Right now, maybe you’re thinking…
Wow! Now I can
tackle all 3 challenges
of content marketing
for lead gen!...
Most companies fumble at
implementation.

#123webinar | @webmarketing123
/ Action Plan

Companies struggle with

3 major pain points:

1

2

3

Incomplete
digital
integration.

Ineffective
conten...
/ Action Plan

“Agencies & clients that apply lean tools get

33% Better Results.”

Source: Boston Consulting Group, ‘Cutt...
/ Action Plan

Digital Lead Gen Action Plan:
1

Strengthen digital presence to influence
the new self-informed buyer.

2

...
/ Action Plan

Lean digital marketing allows

our clients to:

Get results 66% faster.
Cut cost per lead in half.
Experien...
THANK YOU

Mike Turner

Dir. Business Dev.

Meet with our team.
Get a 2nd opinion on your digital
lead gen strategy.

Emai...
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Why Leads Are Ignoring Your Content - slides 022514

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  • Great stuff, Mike. (Not surprising, Webmarketing123 always puts out solid info.) Hope sales staff will discover and bring to their managers to help them get the leads. Having been on both sides of the sales formula (sales and marketing functions), one ready inbound buyer who's already done some prior discovery beats a hundred hours of cold calling.
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Transcript of "Why Leads Are Ignoring Your Content - slides 022514"

  1. 1. Why Leads are Ignoring Your Content Marketing Mike Turner Director, Business Development February 25th, 2014 #123webinar | @webmarketing123
  2. 2. About Us #123webinar | @webmarketing123 2
  3. 3. We are a digital marketing agency focusing on lead generation. Search Engine Optimization SEM & Display Top 500 Fastest Growing Private US Companies. Website Redesign Content Creation #123webinar | @webmarketing123 3
  4. 4. What sets us apart? #123webinar | @webmarketing123 4
  5. 5. We deliver on revenue. Not just leads & traffic. Each campaign includes: Business Research + Strategy Custom Scorecard Tracking Attribution + Data-driven Optimizations #123webinar | @webmarketing123 5
  6. 6. On the Agenda 1 2 3 4 5 Survive Content Shock Evaluating the State of Content Marketing Capture the New Buyer with Content Winning the Hidden Sales Cycle Tame the Google Zoo Feeding Search with Great Content Make the Business Case for Content Reporting on Content Marketing ROI Get Started Now Building an Action Plan #123webinar | @webmarketing123
  7. 7. / Survive Content Shock Why are leads ignoring my content #123webinar | @webmarketing123
  8. 8. Trend #1 Content Marketing Will Become More Than Just a Buzzword Over half of marketers plan to invest more in content this year. 58% of B2B marketers will increase their content marketing budget. On average, 30% of B2B marketing budgets are dedicated to content. #123webinar | @webmarketing123
  9. 9. Content Shock. #123webinar | @webmarketing123
  10. 10. / Survive Content Shock Quantity of Content Someone is Exposed To Here’s what content shock looks like: Likelihood of Earning Amplification/Visits Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014 #123webinar | @webmarketing123
  11. 11. / Survive Content Shock Early warning signs are setting in. Source: “The Big Problem of Ad Fatigue”, MarketingZeus; March 2012 #123webinar | @webmarketing123
  12. 12. / Survive Content Shock Get ahead now. “[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, hypercompetitive field…” Rand Fishkin Moz Co-founder Source: “Content Marketers Could Become Their Own Worst Enemy”, Rand Fishkin; Feb. 2014 #123webinar | @webmarketing123
  13. 13. / Survive Content Shock Should I still bother with content #123webinar | @webmarketing123
  14. 14. / Survive Content Shock Yes, content marketing still delivers: 3x Generates 3x as many leads as traditional marketing. 62% Costs 62% less than traditional marketing. 6x Website CVR is 6x higher for content marketing adopters. 47% Nurtured leads make 47% larger purchases. Source: “Cold, Hard Content Marketing Stats,” Kapost #123webinar | @webmarketing123
  15. 15. / Survive Content Shock Competition is fierce...but there is hope. 93% 58% 49% already use content marketing. plan to increase content budget this year. of marketers don’t have a content strategy. Source: “2014 B2B Content Marketing Trends”, Content Marketing Institute/MarketingProfs #123webinar | @webmarketing123
  16. 16. / Survive Content Shock Let’s see how your plan stacks up. #123webinar | @webmarketing123
  17. 17. / Survive Content Shock Successful content marketers Master 3 Major Challenges: Win the self informed buyer. Tame the Google zoo. Optimize for revenue. #123webinar | @webmarketing123 17
  18. 18. On the Agenda 1 2 3 4 5 Survive Content Shock Evaluating the State of Content Marketing Capture the New Buyer with Content Winning the Hidden Sales Cycle Tame the Google Zoo Feeding Search with Great Content Make the Business Case for Content Reporting on Content Marketing ROI Get Started Now Building an Action Plan #123webinar | @webmarketing123
  19. 19. / Capture the New Buyer Before, prospects needed to talk to sales. Now, the last thing they do is talk to sales. #123webinar | @webmarketing123
  20. 20. / Capture the New Buyer The sales cycle before. Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010 #123webinar | @webmarketing123
  21. 21. / Capture the New Buyer The sales cycle now. 70% of the new buyer’s journey happens online. Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010 Source: SiriusDecisions #123webinar | @webmarketing123
  22. 22. Welcome to the Hidden Sales Cycle. #123webinar | @webmarketing123
  23. 23. / Capture the New Buyer The old sales machine is stalling. longer sales cycles lower conversion rates less reliable forecasts Source: “Dismantling the Sales Machine”, HBR; Nov. 2013 #123webinar | @webmarketing123 compressed margins
  24. 24. Mission: Capture the Buyer in the Online Research Stage. #123webinar | @webmarketing123
  25. 25. / Capture the New Buyer Fuel lead generation with content. Acquire leads. Nurture leads. #123webinar | @webmarketing123 Sell leads..
  26. 26. 1 Acquire leads. / Capture the New Buyer Influence the buyer at the 1st touch point. Email SEM #123webinar | @webmarketing123
  27. 27. 2 Nurture leads. / Capture the New Buyer Map content to the funnel and distribute based on lead behavior. Funnel Stage Content Piece Awareness Educate prospects on the value of digital marketing & foster thought leadership. “The Definitive Guide to Display Advertising” Evaluation Build the business case for why the prospect needs to invest in your product or service. “How to Close More Deals via Digital Demand Gen” Purchase Give the prospect a reason to choose you over your competitors. “Why the Webmarketing123 Lead Gen Strategy is the Best” #123webinar | @webmarketing123
  28. 28. 3 / Capture the New Buyer Prep to sell the new buyer. Use automated lead scoring and adopt the Challenger Sale. Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead. Top sales reps reset prospect criteria with the challenger sale. Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013 #123webinar | @webmarketing123
  29. 29. On the Agenda 1 2 3 4 5 Survive Content Shock Evaluating the State of Content Marketing Capture the New Buyer with Content Winning the Hidden Sales Cycle Tame the Google Zoo Feeding Search with Great Content Make the Business Case for Content Reporting on Content Marketing ROI Get Started Now Building an Action Plan. #123webinar | @webmarketing123
  30. 30. / Feed Search with Great Content SEO now depends on strategic content creation. 1 Quality Content Google updates the search algorithm 500+ times a year. 2 Secure Search Reporting Measure top performing content themes in place of specific keyword performance. #123webinar | @webmarketing123
  31. 31. 2 Main Types of Content Needed Tent pole Pieces Website Pages #123webinar | @webmarketing123
  32. 32. / Feed Search with Great Content What do these Algorithms care about? Fresh, frequent, quality content. Site Metrics like time on site, bounce rate, and load time. Authorship Verification helps signal original content. #123webinar | @webmarketing123
  33. 33. 1 [( / Feed Search with Great Content Calculate your content gap. How much content do you need to create? Possible Topics Covered Topics ) # of Buyer Personas ] # of Funnel Stages Pieces of content you need to cover your bases. #123webinar | @webmarketing123
  34. 34. 2 / Feed Search with Great Content Prioritize content creation. Map your keywords & stay organized with a content calendar. #123webinar | @webmarketing123
  35. 35. 3 / Feed Search with Great Content Ace site content structure. Optimize structure to increase indexed pages. Thematically group pages around keywords. Mobile SMB Create quality content within each section that relate to larger keyword themes. Enterprise Link pages within the same groups to further strengthen theme of website. SMB Enterprise Mobile Other Relevant Internal Pages #123webinar | @webmarketing123
  36. 36. On the Agenda 1 2 3 4 5 Survive Content Shock Evaluating the State of Content Marketing Capture the New Buyer with Content Winning the Hidden Sales Cycle Tame the Google Zoo Feeding Search with Great Content Make the Business Case for Content Reporting on Content Marketing ROI Get Started Now Building an Action Plan #123webinar | @webmarketing123
  37. 37. How do you measure content success? #123webinar | @webmarketing123
  38. 38. / ROI Reporting Measure the money metrics. “2/3 of CMOs will be held accountable for ROI by 2015. But, HALF feel insufficiently prepared to provide hard numbers.” AllSource:this boils down to 2 MAJOR CMO Challenges: of IBM CMO Study #123webinar | @webmarketing123 38
  39. 39. / ROI Reporting Measure the money metrics. Number of keywords on page 1 $ Qualified leads (MQLs/SQLs) Traffic $ Sales pipeline opportunity Raw lead volume $ Closed won revenue Invest in a multi-touch attribution model to track revenue back to influencing campaigns in your CRM. #123webinar | @webmarketing123
  40. 40. / ROI Reporting Marketing Campaigns Tied To ROI $ #123webinar | @webmarketing123
  41. 41. Attribution at Work Sample Report Then, gain actionable insights into which campaigns generate revenue: With the advent of Secure Search, keyword mapping is more important than ever. #123webinar | @webmarketing123
  42. 42. / ROI Reporting Reinvest based on revenue, not leads. Closed Won Revenue Allocation eBook $85,000 $ Blog $60,000 $ Webinar $275,000 $ Campaign Number of Leads #123webinar | @webmarketing123 $ $ $
  43. 43. On the Agenda 1 2 3 4 5 Survive Content Shock Evaluating the State of Content Marketing Capture the New Buyer with Content Winning the Hidden Sales Cycle Feed Search with Great Content How to Win New Self-Informed Buyer Make the Business Case for Content Reporting on Content Marketing ROI Get Started Now Building an Action Plan #123webinar | @webmarketing123
  44. 44. / Action Plan Right now, maybe you’re thinking… Wow! Now I can tackle all 3 challenges of content marketing for lead gen! #123webinar | @webmarketing123 44
  45. 45. Most companies fumble at implementation. #123webinar | @webmarketing123
  46. 46. / Action Plan Companies struggle with 3 major pain points: 1 2 3 Incomplete digital integration. Ineffective content. Poorlyoptimized channel mix. Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013 #123webinar | @webmarketing123
  47. 47. / Action Plan “Agencies & clients that apply lean tools get 33% Better Results.” Source: Boston Consulting Group, ‘Cutting Complexity Adding Value’, May 2013. #123webinar | @webmarketing123
  48. 48. / Action Plan Digital Lead Gen Action Plan: 1 Strengthen digital presence to influence the new self-informed buyer. 2 Conduct a lead generation content audit. 3 Invest in a multi-touch attribution model. 4 Apply lean optimization tactics to agreed upon KPIs. #123webinar | @webmarketing123
  49. 49. / Action Plan Lean digital marketing allows our clients to: Get results 66% faster. Cut cost per lead in half. Experience 2X lead volume. Gain $8 pipeline revenue for every $1 spent. #123webinar | @webmarketing123
  50. 50. THANK YOU Mike Turner Dir. Business Dev. Meet with our team. Get a 2nd opinion on your digital lead gen strategy. Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123 50
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