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Content marketing for lead generation

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How content marketing can help drive traffic, leads and customers.

Published in: Marketing
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Content marketing for lead generation

  1. 1. Content Marketing for Lead Generation How Content Marketing can Help Drive Traffic, Leads & Customers
  2. 2. Simon Leeming Digital Media Stream @thesleeming www.digitalmediastream.co.uk
  3. 3. Content Strategy Framework 8-Steps ❏ Company-Level Objectives ❏ Benchmarks ❏ Target Personas ❏ Topic & Keyword Research ❏ Buyer Journey ❏ Content Planning ❏ Execution: multi-channel ❏ Reporting: ROI
  4. 4. Revenue Metrics & Benchmarks Determine Marketing goals from Sales Targets
  5. 5. Target Personas Who Are You Talking to?
  6. 6. https://xtensio.com/user-persona/ http://www.makemypersona.com/
  7. 7. https://xtensio.com/user-persona/ http://www.makemypersona.com/
  8. 8. https://xtensio.com/user-persona/ http://www.makemypersona.com/
  9. 9. Topic & Keyword Research React to active interest
  10. 10. http://answerthepublic.com/
  11. 11. Buyer Journey Short-term & medium long focus
  12. 12. Journey
  13. 13. Content Planning Aligning Content to Buyer Journey and Keywords
  14. 14. Execution Multi-Channel Approach
  15. 15. http://www.digitalmarketer.com/
  16. 16. Reporting ROI Bring it back...
  17. 17. Key Areas 5-Levels ❏ Reach ❏ Traffic ❏ Leads ❏ Customers ❏ Conversion Rates
  18. 18. Customers • Keyword Rankings • Page Views • Blog Visits & Readership • Competitive Analysis • Social Media Reach • Social Media Message Analytics • Highest lead generating channels for • Landing Pages • Email • Blogs • Site Pages • Contacts database size • Number of sales qualified leads • Blog subscribers Visitors Leads • Sources ROI • Number of customers • Lifecycle summary
  19. 19. Content Strategy Framework 8-Steps ❏ Company-Level Objectives ❏ Benchmarks ❏ Target Personas ❏ Keyword Research ❏ Buyer Journey ❏ Content Planning ❏ Execution: multi-channel ❏ Reporting: ROI

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