FIVE STEPS TO
CREATING A CONTENT
STRATEGY THAT
GENERATES LEADS
Presentation by Carole Gunst for ProductCamp
Boston
The Five Steps
1. Identify your customer
2. Understand the Buyer’s Journey
3. Audit your existing content
4. Strategize ne...
Identify Your Customer
 Who are you selling to?
 Purchasers
 Influencers
 End users
 How are they different?
 Build ...
Understand the Buyer’s
Journey
The Marketing & Sales Funnel The Buyer’s Journey
Source: Web Strategies,
Inc.
Source: Forre...
Audit Your Existing Content
Strategize New Content
 What do you need?
 Look a year out at your goals and plan for that
 What are your prospects and...
Run Lead Generation Programs
 Inbound:
 SEO
 Pay-per-Click
 Social media
 Outbound:
 Cold calls
 Direct mail
 Adve...
You Can’t Manage What You Can’t
Measure
 Starting out, you need to measure:
 Total number of leads generated
 Leads gen...
Resources
 Hubspot Academy
 The Buyer's Journey: The Marketing Funnel
Evolved
 Forbes
 The Role Of Influence In The Ne...
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Five Steps to Creating a Content Strategy that Generates Leads (Carole Gunst) ProductCamp Boston 2014

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If you’re a product manager or product marketer, sooner or later you will have to create or drive content as part of your organization’s content strategy. This session will explain the five main steps you need to take to create a content strategy that generates leads. They are: 1) identifying your customer, 2) understanding the buyer’s journey, 3) auditing the content you have, 4) identifying new content to create, and 5) generating leads from your content. Sounds straight forward, but developing a good content strategy and executing it is a big challenge for most organizations and their aren’t a lot of B2B marketers doing it right today.

Join, Carole Gunst, who has been a product marketer at several Boston-based technology companies ranging in size from boot-strapped ventures to major corporations, to learn more. See you at Product Camp!

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Five Steps to Creating a Content Strategy that Generates Leads (Carole Gunst) ProductCamp Boston 2014

  1. 1. FIVE STEPS TO CREATING A CONTENT STRATEGY THAT GENERATES LEADS Presentation by Carole Gunst for ProductCamp Boston
  2. 2. The Five Steps 1. Identify your customer 2. Understand the Buyer’s Journey 3. Audit your existing content 4. Strategize new content to create 5. Run lead generating programs and measure everything
  3. 3. Identify Your Customer  Who are you selling to?  Purchasers  Influencers  End users  How are they different?  Build Buyer Personas for each  Use buyer personas to build your content
  4. 4. Understand the Buyer’s Journey The Marketing & Sales Funnel The Buyer’s Journey Source: Web Strategies, Inc. Source: Forrester Research
  5. 5. Audit Your Existing Content
  6. 6. Strategize New Content  What do you need?  Look a year out at your goals and plan for that  What are your prospects and customers looking for?  What content has been downloaded the most?  Which pieces do your sales reps use the most?  What are your top competitors using?  Maybe you need to offer what they are offering at a level that you can support  Who are your industry influencers?  If your biggest industry influencers are writing articles, papers, and doing webcasts, maybe you should too.  Are the content distribution firms (think TechTarget) you’ll be using? What do they recommend that will pull the best for your audience?  Do you have subject matter experts (SMEs)? If so, what types of content are they best at creating?
  7. 7. Run Lead Generation Programs  Inbound:  SEO  Pay-per-Click  Social media  Outbound:  Cold calls  Direct mail  Advertising  E-mail marketing  What are your goals?  Awareness  Education  Lead generation  Convert to sales  What is your budget?  What resources do you have?
  8. 8. You Can’t Manage What You Can’t Measure  Starting out, you need to measure:  Total number of leads generated  Leads generated per sales person/territory  Number of sales accepted leads  How are leads coming in? (website, email, events, etc.)  Down the road, look at:  Leads-to-close conversion ratio  Cost per lead  Cost per sale
  9. 9. Resources  Hubspot Academy  The Buyer's Journey: The Marketing Funnel Evolved  Forbes  The Role Of Influence In The New Buyer's Journey  Forrester Research  B2B Marketing’s Big Data Myth: It Only Applies to B2C  The Dummies Books  Content Marketing for Dummies

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