How To Make Content Marketing Work
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My slides from the TechUK event on 25th March 2017 in London. Highlighting how we used content & inbound marketing at ULCC to grow leads and sales.
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How To Make Content Marketing Work
- 1. HOW TO MAKE CONTENT MARKETING WORK FRANK STEINER, FREELANCE MARKETING CONSULTANT TWITTER: @FSTONER // LINKEDIN: FRANKSTEINER
- 2. STRIVE FOR PROGRESS, NOT PERFECTION! #INBOUND16 Speaker HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING
- 3. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING TALKING POINTS ‣ About ULCC ‣ Why Content Marketing? ‣ Why HubSpot? ‣ How Did We Do It? ‣ The Results ‣ How To Get Started ‣ Q&A
- 4. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING ABOUT ULCC ‣ B2B IT Service Provider to UK education sector ‣ ~300 clients ‣ 80 staff ‣ 5 vertical business units ‣ ~£5.5m turnover ‣ ~£150,000 marketing budget
- 5. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING WHY CONTENT MARKETING? ‣ Small Marketing Budget ‣ Strong Brand Reputation & Network ‣ Target audience was used to share & work collaboratively ‣ Parts of the business already blogging & embracing social media
- 6. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING WHY HUBSPOT - GROWING USE OF SAAS TOOLS
- 7. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING WHY HUBSPOT - AVG MONTHLY COST WHEN SCALED USE IS SCALED US$0 US$250 US$500 US$750 US$1,000 HootSuite Mailchimp Unbounce Wordpress
- 8. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING HOW DID WE DO IT? - TAKING STOCK OF WHAT WE HAVE/ALREADY DO GLOBALLY KNOWN SPECIALIST TRAINING PROGRAMME STRONG EXISTING AFFINITY TO BLOG & SHARE STRONG LINKS WITH PROFESSIONAL MEMBERSHIP BODIES HIGHLY SKILLED SUBJECT MATTER & TECHNICAL EXPERTS FREQUENTLY INVOLVED IN UK-WIDE PROJECTS REGULAR SPEAKING OPPORTUNITIES AT NATIONAL AND INTERNATIONAL LEVEL
- 9. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING HOW DID WE DO IT? - OUR CONTENT BLOCKS ATTRACT CONVERT CLOSE DELIGHT AUDIO PODCAST SERIES TRAINING NEEDS SURVEY COMPLIANCE WEBINAR 1 FREE OAIS COURSE PAID ONLINE COURSE 1-DAY F2F MASTERCLASSES ULCC RDM SOLUTION WEBINAR FREE AOR TOOLKIT NATIONAL USER GROUP FOR OPEN SOURCE SOFTWARE CUSTOMER USER GROUP MEETINGS COMPLIANCE WEBINAR 2
- 10. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING THE RESULTS - SURVEY 291 RESPONSES 160 NEW CONTACTS TOTAL CLTV ~ £240,000K Q: WHAT IS YOUR INTEREST IN DIGITAL PRESERVATION?
- 11. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING Q: WHICH OF THESE ISSUES ARE YOU MOST CONCERNED WITH?
- 12. HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING THE RESULTS - WEBINAR SERIES 448 TOTAL VIEWS 172 NEW CONTACTS 10 NEW CUSTOMERS £114,000 FIRST YEAR CONTRACT VALUE
- 13. THE RESULTS - SOME FACTS & FIGURES* HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING * as of Sep 2016 DEAL STAGES & VALUES - NEW VS REPEAT BUSINESS £0 £50,000 £100,000 £150,000 £200,000 ADD INFO PROVIDED QUOTE/CONTRACT SENT NEGOTIATION CLOSED WON CLOSED LOST New Business Repeat Business
- 15. 1. KNOW THY CUSTOMER BETTER THAN YOU KNOW THYSELF HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING
- 16. 2. TALK TO, EDUCATE & LEARN FROM YOUR COLLEAGUES HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING
- 17. 3. BE HELPFUL HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING
- 18. 4. START SMALL, JUST DO IT! HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING
- 19. 5. STRIVE FOR PROGRESS, NOT PERFECTION! #INBOUND16 Speaker HOW TO MAKE CONTENT MARKETING WORK // TECHUK BRIEFING