FullQuota Webinar: 6 Keys to Creating GREAT Content

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Reed Overfelt, Chief Marketer and CEO of FullQuota, shows you how to create content that gets found when the buyer is looking for it and that speaks to your buyer’s needs at each stage of the buying cycle.

He’ll show you the 6 keys to creating great content:
* Identify and understand the “real” needs of your target buyers,
* Create content tailored to your buyers’ needs and interests,
* Make a content calendar that keeps you on track,
* Optimize your content so that it gets found every time a buyer is looking,
* Promote your content so that it’s found where your buyers hang out, and
* Find out what content works best.

Who’s it for?
Marketing directors that want content that drives sales and fills up their pipeline.

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FullQuota Webinar: 6 Keys to Creating GREAT Content

  1. 1. Buyers have changed.Disclaimer: Use of social media company icons is for instructional purposes only and in noway implies an association or partnership with any of the individual companies, or approval,sponsorship, or endorsement by any of the individual companies.
  2. 2. Yesterday’s approach:“GET IN THEIR FACE”when they’re not looking.Today’s approach:“GET FOUND”when they are looking.
  3. 3. That meansyou need tobe here… Top 3
  4. 4. …and here…
  5. 5. …and here…
  6. 6. …and here…8
  7. 7. …and don’tforget here…
  8. 8. HOW?
  9. 9. thinking like a marketer or advertiser…
  10. 10. …START thinking like a publisher and socializer.
  11. 11. …start creating content your buyers will love. Content that is that is meaningful and relevant including: • Top-notch blog articles • New market data • Industry research, reports, & studies • Educational content© 2013 FullQuota. All rights reserved.
  12. 12. HOW?
  13. 13. 1 Understand your target buyer persona!
  14. 14. Understand why executives are different  Have unrelenting demands on their schedule  Spend most of their time in meetings  Hate being pitched  Need to sell decisions internally  Trust their peers and inner circle  Are very quick studies
  15. 15. And what executives value  Return on time invested  Outcomes-based content and conversation  Prescriptive value and case-based discussions  Peer input and relationships  Connection to experts and high- value thinking
  16. 16. 2 Map your content to your target buyer persona!
  17. 17. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to theirBUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION  OF ‘POSSIBLE’ TREND SOLUTION REPORTS INTERESTED IN  Q&A Q&A A SOLUTION ARTICLES eNEWSLETTER EBOOKS WEBINARS RESEARCHING  STEP-BY-STEP STEP-BY-STEP VENDORS EBOOKS WEBINARS EVALUATING  FAQ DEMO PRODUCTS SHEETS VIDEOS NARROWING  FIELD FEATURE CASE DEMOS GUIDES STUDIES REFERENCE  ANALYST CUSTOMER CHECK REPORTS TESTIMONIALS NEGOTIATING  DATA ROI PRICE SHEETS CALCULATORS GUIDES PURCHASE KEY OUTCOMES  CHECKLISTS SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
  18. 18. Create an3 editorial calendar
  19. 19. People process informationbetter in bite-sized chunks.
  20. 20. Schedule your content a little bit at atime… Content Progression Schedule Outcome Email industry trend report Day 1 Open, Share, Download Publish industry trend report messages to Twitter, Facebook Pages, Day 1, 5, 7, 10, 13, 15, Share , Download and LinkedIn Groups 21, 22, 23, 24, & 25 Send weekly e-newsletter Day 7 Open , Share Send weekly e-newsletter Day 14 Open, Share Send personal invitation to attend industry trend webinar Day 20 Attend Publish industry trend webinar messages to Twitter, Facebook Pages, Day 20, 22, 24, 26, 27, Share, Attend and LinkedIn Groups 28, 29, & 30 Send weekly e-newsletter Day 23 Open Send link to recorded industry trend webinar Day 30 View Publish industry trend webinar recording messages to Twitter, Day 30, 32, 34, 36, 38, Share, Listen Facebook Pages, and LinkedIn Groups & 40 Send weekly e-newsletter Day 30 Open Personal invitation to attend product demo webinar Day 60 Attend, Convert Publish product webinar messages to Twitter, Facebook Pages, and Day 60, 62, 64, 66, 68, Share, Attend, LinkedIn Groups 70, 71,72, 74, &74 Convert
  21. 21. 4 Start creating meaningful and relevant content
  22. 22. Content DOs:1. Focus on topics relevant to your buyer’s role and current challenges2. Summarize, summarize, summarize3. Hard facts = credibility … and credibility is key4. Pick the right channel5. Push beyond common wisdom and top-of-mind trends
  23. 23. Content DON’Ts1. Don’t be boring.2. Don’t just wing it – follow your plan!3. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.4. Don’t just start the process and then never critique it again. You have to continually tweak it.5. Don’t be afraid to try new things.
  24. 24. 5 Optimize your content
  25. 25. UnderstandwhatmotivatesGoogle(as well as bing and Yahoo)
  26. 26. Help Google decide.
  27. 27. On-Page SEO Off-Page SEO Ranking Algorithm f(n) = Relevance + Authority
  28. 28. Creating exceptional and uniquecontent is the key to getting found!
  29. 29. 6 Socialize your content
  30. 30. Pick the right ? channels.6a
  31. 31. Channel #1:Blogging
  32. 32. Blog, and blog often.
  33. 33. Channel #2:LinkedIn
  34. 34. LinkedIn is a mustfor B2B marketers.
  35. 35. Channel #3:Facebook
  36. 36. Facebook is an effectiveB2B marketing tool. It’sjust not as good as someof the others (yet!).
  37. 37. Channel #4:Twitter
  38. 38. SOURCE: EMARKETER, APRIL 2011
  39. 39. Twitter = influence.Start tweeting relevant, originalcontent you want to be shared!
  40. 40. Channel #5:Paid Search
  41. 41. Paid search is agreat way to getyour contentfound fast.Organic is still best long term!
  42. 42. Channel #6, 7 & 8:Google+PinterestInstagram
  43. 43. Make content easy to share BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!6b 1 5 3 110 53 1 1 3 2 1 2 share tweet email +1
  44. 44. 1 Understand Your Buyer 2 Map Your Content 3Let’s Create an Editorial Calendarrecap 4 Create Meaningful Content 5 Optimize Your Content 6 Socialize Your Content
  45. 45. ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com
  46. 46. Prepared by FullQuota on behalf of Microsoft
  47. 47. ALL THE WAY
  48. 48. Image Sources• Slide 3 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/• Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/• Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 8 - Screenshot taken by YMKM Agency, LLC• Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper- images/Stop-sign.html• Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license• Slides 16-18 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart• Slide 20 - Courtesy of FullQuota• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml• Slide 24 - Purchased from iStockphoto http://www.istockphoto.com/license• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration• Slide 29 - Screenshot taken by YMKM Agency, LLC• Slide 41 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license• Slides 52, 59, 62 – Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html• Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon• Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html• Slide 77 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 79 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 82 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 86 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/• Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/• Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/

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