The 'Why' and 'How' of Content Marketing


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How can I shorten our sales cycle? How can I provide my sales team with more leads and better leads? How do I communicate the value of my product and brand? Content Marketing is the answer.

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The 'Why' and 'How' of Content Marketing

  1. 1. CONTENT MARKETING Marketing in the Morning
  2. 2. How can I shorten our sales cycle?
  3. 3. How can I provide my sales team with more leads and better quality leads?
  4. 4. How do I communicate the value of my product and company brand?
  5. 5. How do I expand my reach to sell to more people?
  6. 6. Content Marketing
  7. 7. 70% of Americans now say they look at product reviews before making a decision.
  8. 8. 79% of consumers now say they use a Smartphone to help with product selection and buying.
  9. 9. 83% of moms say they do online research after seeing TV commercials for products that interest them.
  10. 10. 94% of Smartphone users research local businesses on their phone and 90% take action.
  11. 11. Buyers research 10.4 sources of information prior to making a decision.
  12. 12. 93% of B2B decision makers research the purchase online.
  13. 13. 65% of BtoB C-suite decision makers make 6+ work related searches a day.
  14. 14. 25 Post Usage Pre-Purchase Experience Usage Experience Brand-Customer Relationship How are Brands Experienced? The Brand Experience and Touch Point Cycle Points of interaction that would drive a potential customer to place your brand into their consideration set prior to making the actual purchase. All of the interactions that are leveraged after the sale and initial usage to help maximize the brand experience. All of the interactions that are involved in the customer making the purchase and using the product/service.
  15. 15. 26 Source: Brand Keys, F. Reicheld, Bain & Company, Prophet Research • “An increase in customer loyalty of only 5% can lift lifetime profits per customer by as much as 95%.” • “Over 50% of customers would be willing to pay significant price premiums for the brand that they are most loyal to.” • “In some sectors, an increase of customer loyalty of just 1% is equivalent to a 10% cost reduction.” • “50% of customers are willing to try a new product or service from a preferred brand because of the implied endorsement, credibility and trust.” • “It takes 7 to 10 times the cost and effort to gain a new customer as it does to keep an existing customer.” The Benefits of Strong Brands
  16. 16. Re-analyze and potentially redesign your customer’s buying experience.
  17. 17. You’ve got challenges. We’ve got solutions. Whatever it takes.