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Create a Content Strategy That Generates Leads

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This deck covers:


How to create a documented content marketing strategy
How the marketing funnel works
The content tactics you should use to generate leads
How to measure success
The tech needed to help you pull it all off
Some findings on lead generation from NetLine's "2019 State of B2B Content Consumption and Demand Report for Marketers"

Published in: Sales
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Create a Content Strategy That Generates Leads

  1. 1. Create a Content Strategy That Generates Leads +
  2. 2. + YOUR PRESENTERS Natalie Stezovsky VP influenceandco.com Tweet: @nstezovsky Influence & Co. is a content marketing agency that specializes in creating engaging content that fuels companies’ content marketing efforts and positions their key employees as influencers in their industries. Operating the #1 B2B buyer engagement platform, NetLine Corporation provides content-centric lead generation and buyer engagement insights through the largest B2B network on the web. Successful B2B marketers start here. David Fortino SVP Audience & Product netline.com Tweet: @David__Fortino
  3. 3. + WHY WE ARE HERE How to Create a Documented Content Marketing Strategy How the Marketing Funnel Works The Content Tactics That Generate Leads The Tech Needed How to Measure Success How to Use Data Across Your Entire Strategy, From Content Creation to Lead Gen Execution Stats From The 2019 State of B2B Content Consumption and Demand Report for Marketers Trending Content Amplifying Your Content for Quality Lead Generation
  4. 4. + HOW TO CREATE A DOCUMENTED CONTENT MARKETING STRATEGY IT SHOULD INCLUDE: 2. Profile of key audience personas 3. Your marketing goals (lead generation) 1. Consumer analysis 4. An editorial calendar and content guidelines 5. KPIs
  5. 5. + HOW THE MARKETING FUNNEL WORKS Top of the Funnel: Reach a new audience Middle of the Funnel: Engage and convert Bottom of the Funnel: Nurture and engage CONTENT MARKETING + LEAD GEN
  6. 6. + THE CONTENT TACTICS THAT GENERATE LEADS Top of the Funnel: • Guest-contributed articles • Press mentions Middle of the Funnel: • On-site content • Gated content Bottom of the Funnel: • Email newsletters • Email drip campaigns FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
  7. 7. + THE CONTENT TACTICS THAT GENERATE LEADS Top of the Funnel: • Guest-contributed articles FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
  8. 8. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Top of the Funnel: • Press mentions
  9. 9. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Middle of the Funnel: • On-site content
  10. 10. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Middle of the Funnel: • Gated content
  11. 11. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Bottom of the Funnel: • Email newsletters
  12. 12. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Bottom of the Funnel: • Email drip campaigns
  13. 13. + HOW TO MEASURE SUCCESS Average Lead Score New Visitor Rate Clickbacks to Website Lead Conversations
  14. 14. + THE TECH AND TOOLS YOU’LL NEED A Social Following Website CMS and Blog Sales CRM Marketing Automation System Access to Website Analytics
  15. 15. + THE TECH AND TOOLS YOU’LL NEED Website CMS and Blog
  16. 16. + THE TECH AND TOOLS YOU’LL NEED Marketing Automation System
  17. 17. + THE TECH AND TOOLS YOU’LL NEED Sales CRM
  18. 18. + THE TECH AND TOOLS YOU’LL NEED Access to Website Analytics
  19. 19. + THE TECH AND TOOLS YOU’LL NEED A Social Following
  20. 20. + HOW TO USE DATA ACROSS YOUR ENTIRE STRATEGY, FROM CONTENT CREATION TO LEAD GEN EXECUTION quality quantity 1. Let data drive and inform decisions 2. Understanding your audience is the top priority 3. Maximize engagement right away
  21. 21. + STATS FROM THE 2019 STATE OF B2B CONTENT CONSUMPTION AND DEMAND REPORT FOR MARKETERS • Individual contributors are the most active job level, comprising 18% of total audience. • 64% of the total audience are job levels managers and up. That’s a lot of influence. • C-suite consumption gap improved by 11%, but most C-level activity is within smaller companies; still need to tap into buying committee.
  22. 22. + STATS FROM THE 2019 STATE OF B2B CONTENT CONSUMPTION AND DEMAND REPORT FOR MARKETERS • Improved rate of consumption among all job levels = opportunity to target outside C-suite with greater confidence • Consumption gap down 8% across all job levels
  23. 23. + TRENDING CONTENT • The report covers the top words in the top 100 titles downloaded. • Most popular was relatable messaging that seeks to solve a problem or provide a solution.
  24. 24. + TRENDING CONTENT • Leverage data for content creation. • What can you do to make sure content is relevant and has impact in 2019? Get to know your audience better by understanding what they’re looking for.
  25. 25. + GO BEYOND THE PERONA AND SPEAK TO THE PERSON How to make this actionable for creating content Combining what people are doing in the B2B space and what their general interests are Humanize the data
  26. 26. + AMPLIFYING YOUR CONTENT FOR QUALITY LEAD GENERATION • Leverage a content, performance-based model across a B2B network of in- market professionals actively researching business-related topics • Performance-based (CPL) Lead generation Promote content to amplify reach Acquire net new quality leads through first party data by reaching in-market professionals, actively researching business related topics Run hyper-targeted, sophisticated lead gen campaigns, assessing buyer-intent Pay only for the qualified leads generated and full transparency into lead data
  27. 27. + RESOURCES FOR YOU! Content Strategy Checklist The Ultimate Guide to Content Marketing for Lead Generation Free Consultation! Set up a completely hassle-free call and get your questions about content marketing answered. https://offers.influenceandco.com/netline-webinar-promopage-2019
  28. 28. + RESOURCES FOR YOU! Free tool: Audience Explorer The only real-time interactive search tool for buyer engagement across the B2B web. Download: The 2019 State of B2B Content Consumption and Demand Report for Marketers
  29. 29. Questions? +

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