Using Content to Make
Marketing that Prospects...
And Partners Love!
Presented by VitbergLLC
When was the
last time you
got marketing
that you loved?
How often
does a partner
get a qualified
lead from the
firm’s digital
marketing
assets?
Content marketing is the discipline of
creating and distributing relevant and
valuable content to attract, acquire, and
en...
ONTARGET
The 5 Benefits of Content Marketing
According to CMI, 82% of B2B companies cite brand
awareness as a goal for content marketing
Brand Awareness – Corporate an...
If you create great content, answer questions well,
and provide resources that real people love,
Google will reward you.
G...
Thought Leadership -> Competitive Differentiation
Articles
Speeches
Panels
Blog posts
Etc…
“VISIBLE EXPERT” GO TO AUTHORITY
Cost Effectiveness
Content marketing costs 62% less than
traditional marketing and generates
about 3 times as many leads.
...
Lead -> Customer Acquisition
61% of people feel better about
a company that delivers custom
content and are more likely to...
ONTARGET
What You Need
1. A great plan: objectives, strategies and tactics
2. Lots (and lots) of different types of conten...
ONTARGET
A GREAT PLAN: OBJECTIVES, STRATEGIES AND TACTICS
“A goal without a plan is just a wish.”
- Antoine de Saint-Exupéry
STRATEGIC PLANNING
PROCESS
SET GOALS
DEFINE STRATEGIES
(“WHAT”)
CREATE TACTICS FOR
EACH STRATEGY
(“HOW”)
SCHEDULE EXECUTIO...
ONTARGET
LOTS (AND LOTS) OF DIFFERENT TYPES OF CONTENT
Articles
Blogs
Discussion forum
eBooks
eNewsletterseLearning series
Executive roundtable
FAQ web page
How to GuidesInfogra...
ONTARGET
NO
Polling Question 1
Does your firm have an active blog
(i.e. – posting at least once per week)?
YES
DON’T KNOW
ONTARGET
GIVE YOUR VISITORS A GREAT EXPERIENCE
Great visitor
experience?
You can do it!
76% of visitors say the most important factor
in a website is "the website makes ...
11 Tips to Give Your Site Visitor a Great Experience
1. Easy to navigate
2. Easy to find information
3. Written in human-t...
Smart Forms
Responsive Websites
ONTARGET
CONTEXT
Specialty / Niche Newsletters
Health Care
Reform Monthly
Share information with
employers about the ACA and
related regula...
ONTARGET
GREAT OFFERS LEADS
CTA Button Landing Page
Email Notification
ONTARGET
NO
Polling Question 2
Does your firm “gate” their content with forms that
prospects must complete before getting ...
ONTARGET
METRICS
Always measure, test and improve
BizAction Metrics
ONTARGET
TECHNOLOGY
Optimized, Content Rich Website
Content
Personal
Branding
Lead
Generation
Paid
Media
HubSpot
ONTARGET
RESOURCES
PEOPLE
CONTENT
INVENTORY
TECHNOLOGY
ONTARGET
COMMITMENT
Getting Partners and SMEs to step up to the
plate & produce content is really hard
Commitment means staying loyal
to what you said you were going to
do long after the mood you said it
in has left you.
Content Publication Schedule
ONTARGET
DIFFICULT
Polling Question 3
How difficult is it to get partners in the firm to
write content for marketing purpo...
ONTARGET
THE CONSTRUCTION CALCULATOR CAMPAIGN
Starter questions & answers
Target niche?.............Construction
Sales strategy?...........Profitability enhancement
Per...
Construction Campaign
Context Strategy
TOFU
Calculator
MOFU
Case Study
BOFU
Consultation
Construction Campaign
Promotional Tactics
On site CTA buttons
Landing pages
Strategic placement
Blog posts
Off site Email
...
Construction Campaign
Workflow
Construction Campaign
Campaign Results
818 Total Visits 131 Total New Leads
5 818 131
8 421 149
173 36 15
15
272
ONTARGET
Conclusion: Making Marketing that Prospects
and Partners Love
1. Have a great plan
2. Lots and lots of different ...
ONTARGET
NO
Polling Question 4
Should the “reluctant rainmakers” in the firm be
required to contribute to content marketin...
ONTARGET
Thanks for attending!
 What content marketing is and how it can
grow your business
 Revealed: the top 5 most ef...
Alan Vitberg
585 (425-2552)
avitberg@vitbergllc.com
@Vitbergllc
Using Content to Make Marketing That Prospects (and Partners) Love
Using Content to Make Marketing That Prospects (and Partners) Love
Using Content to Make Marketing That Prospects (and Partners) Love
Using Content to Make Marketing That Prospects (and Partners) Love
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Using Content to Make Marketing That Prospects (and Partners) Love

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A presentation on how to create content that your audience will love and that your firm's partners will love you for doing!

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Using Content to Make Marketing That Prospects (and Partners) Love

  1. 1. Using Content to Make Marketing that Prospects... And Partners Love! Presented by VitbergLLC
  2. 2. When was the last time you got marketing that you loved?
  3. 3. How often does a partner get a qualified lead from the firm’s digital marketing assets?
  4. 4. Content marketing is the discipline of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the goal of acquiring new customers or increasing business from existing customers. Let’s start with a definition:
  5. 5. ONTARGET The 5 Benefits of Content Marketing
  6. 6. According to CMI, 82% of B2B companies cite brand awareness as a goal for content marketing Brand Awareness – Corporate and Personal
  7. 7. If you create great content, answer questions well, and provide resources that real people love, Google will reward you. Get Found First – Higher Search Engine Rankings
  8. 8. Thought Leadership -> Competitive Differentiation Articles Speeches Panels Blog posts Etc… “VISIBLE EXPERT” GO TO AUTHORITY
  9. 9. Cost Effectiveness Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Source: Demand Metric
  10. 10. Lead -> Customer Acquisition 61% of people feel better about a company that delivers custom content and are more likely to buy from that company. Source: Custom Content Council
  11. 11. ONTARGET What You Need 1. A great plan: objectives, strategies and tactics 2. Lots (and lots) of different types of content 3. Give your visitors a great experience 4. Context 5. Great offer  Leads 6. Metrics 7. Technology 8. Resources 9. Commitment
  12. 12. ONTARGET A GREAT PLAN: OBJECTIVES, STRATEGIES AND TACTICS
  13. 13. “A goal without a plan is just a wish.” - Antoine de Saint-Exupéry
  14. 14. STRATEGIC PLANNING PROCESS SET GOALS DEFINE STRATEGIES (“WHAT”) CREATE TACTICS FOR EACH STRATEGY (“HOW”) SCHEDULE EXECUTIONS (“WHEN/WHO”) MONITOR AND MEASURE REVIEW AND REVISE
  15. 15. ONTARGET LOTS (AND LOTS) OF DIFFERENT TYPES OF CONTENT
  16. 16. Articles Blogs Discussion forum eBooks eNewsletterseLearning series Executive roundtable FAQ web page How to GuidesInfographic Online media site Online news release Podcasts Research reports Resources web page Seminars Social media Testimonials Videos Virtual conferences Webinars White papers
  17. 17. ONTARGET NO Polling Question 1 Does your firm have an active blog (i.e. – posting at least once per week)? YES DON’T KNOW
  18. 18. ONTARGET GIVE YOUR VISITORS A GREAT EXPERIENCE
  19. 19. Great visitor experience? You can do it! 76% of visitors say the most important factor in a website is "the website makes it easy for me to find what I want.” - HubSpot
  20. 20. 11 Tips to Give Your Site Visitor a Great Experience 1. Easy to navigate 2. Easy to find information 3. Written in human-terms 4. Visually appealing 5. Full of great, relevant content 6. Fresh content 7. Speak to the prospect (not about yourself) 8. Less copy more pages 9. No stock imagery/photos 10.No boring headshots 11.Not cluttered
  21. 21. Smart Forms
  22. 22. Responsive Websites
  23. 23. ONTARGET CONTEXT
  24. 24. Specialty / Niche Newsletters Health Care Reform Monthly Share information with employers about the ACA and related regulations. Business owners and managers will appreciate and benefit from the tax-efficient ways to meet ACA requirements while controlling their costs and achieving their business goals.
  25. 25. ONTARGET GREAT OFFERS LEADS
  26. 26. CTA Button Landing Page Email Notification
  27. 27. ONTARGET NO Polling Question 2 Does your firm “gate” their content with forms that prospects must complete before getting that content? YES
  28. 28. ONTARGET METRICS
  29. 29. Always measure, test and improve
  30. 30. BizAction Metrics
  31. 31. ONTARGET TECHNOLOGY
  32. 32. Optimized, Content Rich Website Content Personal Branding Lead Generation Paid Media HubSpot
  33. 33. ONTARGET RESOURCES
  34. 34. PEOPLE CONTENT INVENTORY TECHNOLOGY
  35. 35. ONTARGET COMMITMENT
  36. 36. Getting Partners and SMEs to step up to the plate & produce content is really hard
  37. 37. Commitment means staying loyal to what you said you were going to do long after the mood you said it in has left you.
  38. 38. Content Publication Schedule
  39. 39. ONTARGET DIFFICULT Polling Question 3 How difficult is it to get partners in the firm to write content for marketing purposes? VERY DIFFICULT SOMEWHAT DIFFICULT NOT DIFFICULT (Proposal writing doesn’t count!)
  40. 40. ONTARGET THE CONSTRUCTION CALCULATOR CAMPAIGN
  41. 41. Starter questions & answers Target niche?.............Construction Sales strategy?...........Profitability enhancement Persona?..................Owners, firms $5-50 million Pains/issues?.............Making each job profitable
  42. 42. Construction Campaign Context Strategy TOFU Calculator MOFU Case Study BOFU Consultation
  43. 43. Construction Campaign Promotional Tactics On site CTA buttons Landing pages Strategic placement Blog posts Off site Email eNewsletter Social media
  44. 44. Construction Campaign Workflow
  45. 45. Construction Campaign Campaign Results 818 Total Visits 131 Total New Leads 5 818 131 8 421 149 173 36 15 15 272
  46. 46. ONTARGET Conclusion: Making Marketing that Prospects and Partners Love 1. Have a great plan 2. Lots and lots of different types of content 3. Give visitors a great experience 4. Context 5. Use offers for lead generation 6. Metrics 7. Invest in Technology 8. Use the right level of resources 9. Commitment
  47. 47. ONTARGET NO Polling Question 4 Should the “reluctant rainmakers” in the firm be required to contribute to content marketing in lieu of 1:1 marketing? YES DON’T KNOW
  48. 48. ONTARGET Thanks for attending!  What content marketing is and how it can grow your business  Revealed: the top 5 most effective content marketing tactics  20 key benefits of content marketing  How to tie content marketing into your sales cycle  29 easy to find sources for getting content  How much are firms spending on content marketing programs?  4 powerful ways to leverage your current content for more visitors and leads www.vitbergllc.com
  49. 49. Alan Vitberg 585 (425-2552) avitberg@vitbergllc.com @Vitbergllc

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