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How to Create a Content Strategy That Generates Leads

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This slide deck is from a webinar with Jonathan Herrick of Hatchbuck and Brittni Kinney of Influence & Co. in which they discussed how to successfully use content to generate more leads.

They covered:

- how to create a content strategy
- content tactics that generate leads
- how to measure success with your strategy
- the tech you need to execute your strategy

Published in: Sales
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How to Create a Content Strategy That Generates Leads

  1. 1. How to Create a Content Strategy That Generates Leads +
  2. 2. YOUR PRESENTERS Jonathan is the co-founder and chief sales and marketing officer at Hatchbuck, an all-in-one sales and marketing platform based in St. Louis. Jonathan has a passion for cultivating his team’s culture, spending time with his family, and working to make a difference in the St. Louis community. Jonathan Herrick Co-Founder and CMO hatchbuck.com Tweet: @JonathanHerrick + Brittni Kinney VP influenceandco.com Tweet: @bkblackandgold Brittni Kinney is a VP at Influence & Co. who loves discussing how content marketing can help any marketing strategy achieve its full potential. She likes her coffee black and her whiskey straight, and she loves traveling. 
  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 How to Measure Success The Tech Needed
  4. 4. 1. Consumer analysis 2. Profile of key audience 
 personas + HOW TO CREATE A DOCUMENTED 
 CONTENT MARKETING STRATEGY • IT SHOULD INCLUDE: 3. Your marketing goals 
 (lead generation) 4. An editorial calendar 
 and content guidelines 5. KPIs
  5. 5. + Top of the Funnel: 
 Reach a New Audience Middle of the Funnel: Engage and Convert Bottom of the Funnel: Nurture and Engage HOW THE MARKETING FUNNEL WORKS CONTENT MARKETING + LEAD GEN
  6. 6. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Middle of the Funnel: Top of the Funnel: • Guest-contributed content • Press mentions • On-site content • Gated content Bottom of the Funnel: • Email newsletters • Email drip campaigns
  7. 7. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Top of the Funnel: • Guest-contributed 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: • Gated content
  10. 10. + THE CONTENT TACTICS THAT GENERATE LEADS FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT Middle of the Funnel: • On-site 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 + Clickbacks to website New visitor rate Lead conversions
  14. 14. THE TECH AND TOOLS YOU’LL NEED Website CMS and blog + Marketing automation system Sales CRM Access to website analytics A social following
  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. READY TO TAKE THE NEXT STEP? SIGN WITH US WITHIN 90 DAYS 
 AND GET $500 OFF! + RESOURCES FOR YOU! INFLUENCE & CO. CONTENT STRATEGY CHECKLIST CMA Visit: https://offers.influenceandco.com/hatchbuck-webinar-promo THE CONTENT MARKETER’S GUIDE 
 TO SALES ENABLEMENT
  21. 21. SIGN UP BY OCTOBER 15TH TO RECEIVE THE $299 QUICKSTART PRO PACKAGE FREE! + RESOURCES FOR YOU! HATCHBUCK CONTENT MARKETING PLAYBOOK Visit: https://www.hatchbuck.com/resources/
  22. 22. Questions? +

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