@msweezey@Uberflip#uberwebinar Content MarketingIsn’t about mass
publishing content. Rather it is about understanding what content’s role is in building a relationship in the infinite media environment with contextual content. From there, you can then easily build automated programs for distribution, net new lead generation, conversion, and manage the infinite amount content being create about you with a solid understanding of mindset. That is how you will create a content marketing machine which will automate your goals. “Automating”
@msweezey@Uberflip#uberwebinar more often than they
do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42%PathtoPurpose -Google THINK
@msweezey@Uberflip#uberwebinar John, I noticed an
article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. Get better eMAILS GET MORE CONVERSIONS B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
@msweezey@Uberflip#uberwebinar Lead Nurturing Wins Using
the 3-2-1 technique of lead nurturing eCornell has been able to see amazing results. Converting 50% of all sales qualified leads who are nurtured into new customers. eCornell Lead Program Is the online branch of the Ivy League Cornell University. They are responsible for driving all traffic and produce 5,000 leads per month. 16X Higher conversion rate on leads who have been nurtured vs those who have not. Giving them the single biggest increase in leads from any other method.
@Uberflip#uberwebinar @msweezey Marketing now knows
every interaction they company has had with the person across external sources. Other data sources can be added into know what is relevant to a person based on their digital fingerprints. Every channel has the ability to read and write to this record so in the future every conversation in enabled to be relevance. These conversations are also used to trigger automated content based on rule sets set up by the business. External View Internal View Must have this first!
You no longer compete with
those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical. VOLVO Case Study “Facebook has been our most effective social media technology for generating leads.” John Johnston Director, Digital Marketing Volvo Construction Equipment of North America
You no longer compete with
those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical. VOLVO Case Study Results § 279,746+ Impressions § 9,485 Clicks § 27 Direct Sales Qualified Leads § $2,065.71 Cost ($76.50 / SQL) Location – Living In Canada, United States Age 23 and older Interests Construction equipment brands competitive to Volvo Construction Equipment
This Is the old way
of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys. Static Websites
@msweezey@Uberflip#uberwebinar Companies using predicative content
on average are seeing an increase in revenue by 15%. Predictive Content Predictive content suggests the best next piece of content given set algorithms of most likely engagement. Owned Experiences Creating customized experiences also needs to happen both on your website and via the email content. +15% Revenue
@msweezey@Uberflip#uberwebinar 416% Demandbase underwent a
new optimization of their website. They began changing their website based on the IP of the people landing on their home page they obtained a 416% increase in demo requests. Zero Click Case Study The idea of Zero Click is to be able to completely change the experience you are presenting to someone based on a variable you know about them. This can be an IP address, a lead score, a buyer persona, etc. When you do begin to understand the power of personalization you can win big.
Achieved a 30% reduction in
sales cycle length in their industrial storage business within one year, and another 25% reduction in two years with the use dynamic content marketing across channels. Dynamic Journeys