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.

2. Buyers have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

4. Yesterday’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Today’s approach:
“GET FOUND”
when they are looking.

5. That means
you need to
be here…
Top 3

6. …and here…

7. …and here…

8. …and here…
8

9. …and don’t
forget here…

10. HOW?

11. thinking like a
marketer or
advertiser…

12. …START thinking
like a
publisher and
socializer.

13. …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.

14. HOW?

15. 1 Understand
your target
buyer
persona!

16. 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

17. 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

18. 2 Map your
content to your
target buyer
persona!

19. PIPELINE STAGE
Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM)
Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to their
BUYER’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

20. Create an
3 editorial
calendar

21. People process information
better in bite-sized chunks.

22. Schedule your content a little bit at a
time…
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

23. 4 Start creating
meaningful and relevant
content

24. Content DOs:
1. Focus on topics relevant to your buyer’s role and
current challenges
2. Summarize, summarize, summarize
3. Hard facts = credibility … and credibility is key
4. Pick the right channel
5. Push beyond common wisdom and top-of-mind trends

25. Content DON’Ts
1. 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.

26. 5 Optimize your content

27. Understand
what
motivates
Google
(as well as bing and Yahoo)

28. Help Google decide.

29. On-Page SEO Off-Page SEO
Ranking Algorithm
f(n) = Relevance + Authority

30. Creating exceptional and unique
content is the key to getting found!

31. 6 Socialize your content

32. Pick the
right
?
channels.
6a

33. Channel #1:
Blogging

37. Blog, and blog often.

38. Channel #2:
LinkedIn

41. LinkedIn is a must
for B2B marketers.

42. Channel #3:
Facebook

46. Facebook is an effective
B2B marketing tool. It’s
just not as good as some
of the others (yet!).

47. Channel #4:
Twitter

48. SOURCE: EMARKETER, APRIL 2011

52. Twitter = influence.
Start tweeting relevant, original
content you want to be shared!

53. Channel #5:
Paid Search

54. Paid search is a
great way to get
your content
found fast.
Organic is still best long term!

55. Channel #6, 7 & 8:
Google+
Pinterest
Instagram

56. 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

57. 1 Understand Your Buyer
2 Map Your Content
3
Let’s
Create an Editorial
Calendar
recap 4 Create Meaningful
Content
5 Optimize Your Content
6 Socialize Your Content

58. ARE YOU READY TO
TRANSFORM
YOUR MARKETING?
SCHEDULE A CONSULTATION TODAY
Visit .com
or
Email reed.overfelt@fullquota.com

59. Prepared by FullQuota on behalf of Microsoft

60. ALL THE WAY

61. 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/