Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Sales & Marketing Book Club 8-18-17

94 views

Published on

"Creating Content That Generates Leads & Sales"

Published in: Marketing
  • Be the first to comment

Sales & Marketing Book Club 8-18-17

  1. 1. Creating Content That Generates Leads & Sales August 18, 2017
  2. 2. :30 Introduction • Your name • What you do • Why you came
  3. 3. @MarketingBook
  4. 4. What is content marketing? “Content marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
  5. 5. Why is content marketing on the rise?
  6. 6. Now, instead of fighting for space, you're fighting for attention
  7. 7. Everybody’s doing it
  8. 8. So how do you create content that generates leads and sales?
  9. 9. 4-Part Process 1. Plan 2. Create 3. Distribute 4. Analyze
  10. 10. 1. Plan
  11. 11. What are your business goals?
  12. 12. The Two Questions 1. What are your key target markets in order of priority? 2. In your key target markets, what is your company’s sources of differential advantage?
  13. 13. 22% extremely/very successful
  14. 14. Buyer Personas In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people who might buy them.
  15. 15. The 5 Rings of Buying Insight
  16. 16. The Buyer’s Journey
  17. 17. Keyword Research
  18. 18. 2. Create
  19. 19. Existing Research Ethnography Nethnography Ask
  20. 20. Types of Content
  21. 21. 3. Distribute
  22. 22. @MarketingBook
  23. 23. 4. Measure
  24. 24. @MarketingBook Mice aren’t attracted to mousetraps. They’re attracted to what you put on it. The same goes for websites. - Barry Feldman
  25. 25. Resources
  26. 26. Next Month! • How To Turn Your Website Into a 24/7 Business Development Rep • September 15, 2017

×