Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Get Started with Content Marketing

121 views

Published on

How to get started with content marketing leveraging a webinar strategy. This presentation is a workshop designed by Dennis Schiraldi to show B2B organizations how to implement a content marketing strategy and start generating leads immediately with a webinar. This was presented at DOYO Live, digital marketing and interactive design conference in August 2017.

Published in: Business
  • Get Paid On Social Media Sites? YES! View 1000s of companies hiring social media managers now! ★★★ http://t.cn/AieX6y8B
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Get paid to post comments on Facebook - $25 per hour ♥♥♥ http://t.cn/AieXiXbg
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

How to Get Started with Content Marketing

  1. 1. B2B Lead Generation Workshop August 2, 2017 Dennis Schiraldi
  2. 2. What is Content Marketing ONE CONTENT • One Platform • Consistent Delivery OVER TIME (12+ MONTHS) © Copyright DOYO Live All Rights Reserved
  3. 3. Where are the leads? © Copyright DOYO Live All Rights Reserved
  4. 4. Who has that kind of time? © Copyright DOYO Live All Rights Reserved
  5. 5. Where to start? • You want to do content marketing but don’t know where to begin? • You need to start generating leads right away. • You don’t have 12 to 18 months to wait it out. • Don’t have an audience? • What defines content marketing? • Who makes the rules? • B2B & B2C © Copyright DOYO Live All Rights Reserved
  6. 6. © Copyright DOYO Live All Rights Reserved
  7. 7. Content Marketing What types of content do you get with a webinar? © Copyright DOYO Live All Rights Reserved
  8. 8. • 2 to 3 blogs (Minimum) • Incorporate promotion of the event • CTA – Register for the blog • Guest presenters • Marketing • Vendor partners © Copyright DOYO Live All Rights Reserved
  9. 9. © Copyright DOYO Live All Rights Reserved
  10. 10. © Copyright DOYO Live All Rights Reserved
  11. 11. Ways to Re-Purpose the Presentation Record the event make content ready on-demand SlideShare Try to record the speaking of the webinar for your podcast Transcribe the webinar – Turn into a digital guide or eBook Re-purpose on your blog, social media and email Training – Often Most Overlooked Digital Guide or eBook © Copyright DOYO Live All Rights Reserved
  12. 12. What’s the Plan? © Copyright DOYO Live All Rights Reserved
  13. 13. Align Resources - Logistics • Internal & external speakers align with date/times • No other big events planned on your date, timing prior to a trade event, etc. • If physical space is needed be sure to reserve in advance. © Copyright DOYO Live All Rights Reserved
  14. 14. Speakers • Internal vs. External • Company Leadership • Thought Leaders • Consultants • Prospects • Customers © Copyright DOYO Live All Rights Reserved
  15. 15. Technology Platforms © Copyright DOYO Live All Rights Reserved
  16. 16. Pre-Registration • Capture key demographics • Qualifying lead generation questions • Registration confirmation © Copyright DOYO Live All Rights Reserved
  17. 17. Pre-Registration Questions • Does your organization have a budget to implement the following solution in the next 12 – 24 months? • What best describes your role with your organization? • Have you considered making a purchase of the following in the next 12 – 24 months? • What best describes your organization? B.A.N.T. or Marketing Automation Software Scoring © Copyright DOYO Live All Rights Reserved
  18. 18. Promotional Strategy © Copyright DOYO Live All Rights Reserved
  19. 19. Webinar Email Social Media Blog Sales Customer Service PPC Medium/Pulse Flipboard Hub & Spoke Model © Copyright DOYO Live All Rights Reserved
  20. 20. Promotional Strategy • Map out your promo strategy • Cross promote between various channels • Social community • Blog strategy can drive registrations • Email is #1 for generating registrations • Coordinate your entire organization to promote i.e. sales, customer service, etc. • Twitter – send @messages to targeted audience, # for visibility and questions in general • Reminder emails – 1 week and 1 day • Leverage Existing Lists © Copyright DOYO Live All Rights Reserved
  21. 21. Editorial Calendar Medium Date Time Topic/Copy Link Email Promo #1 5/8/201410AM-EDT Promo invite Registration Link Twitter 5/8/2014Noon-EDT Integrated RIS/PACS workflow, learn how to resolve your bottle necks! #radiology http://ow.ly/u Du6D Facebook 5/8/20142PM-EDT We'd like to invite @Imagingbiz to attend our webinar. Q/ris 3000 - it's a game changer for #radiology workflow. http://ow.ly/u Du6D Email Promo #2 5/1520144PM-EDT Promo invite http://ow.ly/u Du6D Blog 5/16/20146PM-EDT Want to learn how the Q/ris 3000 can help to fully integrate your workflow in #radiology from scheduling to billing? http://ow.ly/u Du6D© Copyright DOYO Live All Rights Reserved
  22. 22. © Copyright DOYO Live All Rights Reserved
  23. 23. Data Mining Joe Pulizzi, Content Inc. Why content marketing matters. More interesting compelling your content the larger you email list and overall subscribers. Which gives you an opportunity to monetize with lead generation, nurturing events like webinars! © Copyright DOYO Live All Rights Reserved
  24. 24. © Copyright DOYO Live All Rights Reserved
  25. 25. “I get by with a little help from my friends…” – John Lennon © Copyright DOYO Live All Rights Reserved
  26. 26. Ideas to Leverage Partners • Marketing services leverage clients or vendor partners. • Manufacturer – Could leverage technology providers in CRM, etc. • IT – Software & hardware vendors • Trade Publications - $$$ • Consultants • DOYO Live (Shameless plug) – Critical mass © Copyright DOYO Live All Rights Reserved
  27. 27. “WE TALKING ABOUT PRACTICE” ALLEN IVERSON, FORMER NBA ALL-STAR FOR THE PHILADELPHIA 76ERS © Copyright DOYO Live All Rights Reserved
  28. 28. Preparation • Dry Run – Practice about 1 week prior • Sync Up – Day before • Logistics – Land line + sound check • Comfort level with webinar technology – passing presentation rights for transitions • Review deck for perfection and make sure web platform doesn’t re-adjust • Back up in case of power outage © Copyright DOYO Live All Rights Reserved
  29. 29. EVENT © Copyright DOYO Live All Rights Reserved
  30. 30. You’re big party! © Copyright DOYO Live All Rights Reserved
  31. 31. TAKE A POST IT NOTE AND WRITE IT BIG BOLD LETTERS WITH A BLACK SHARPIE & POST WHERE YOU CAN SEE IT! RECORD© Copyright DOYO Live All Rights Reserved
  32. 32. BUILDING ENGAGEMENT ON WEBINARS • Web camera • Raise your hand feature • Chat • Twitter chat • Polling questions • Live Q&A © Copyright DOYO Live All Rights Reserved
  33. 33. Bullet points © Copyright DOYO Live All Rights Reserved
  34. 34. Presentation - Power Point General Rules • Consistency with font & font size • Spell check • Content check • Every other slide bullets & pics • No Automation • Don’t write everything you intend to say because the word should be a reference point to your talk not something that we would want to read on our own! © Copyright DOYO Live All Rights Reserved
  35. 35. Pace of Presentation © Copyright DOYO Live All Rights Reserved
  36. 36. Polling Questions • Does your organization have a tool? Y/N/Under consideration • Are you attending the upcoming trade event? • Have you considered implementing a new system in the next 12 – 24 months? • Would you be interested in a follow up meeting? Y/N • Are you still awake? Y/N/Not a chance • Do you multi-task during webinar presentation? Y/N • Would you like to schedule a follow up demo? Y/N © Copyright DOYO Live All Rights Reserved
  37. 37. Live Q&A Be sure to follow us on Instagram @DOYOLive © Copyright DOYO Live All Rights Reserved
  38. 38. © Copyright DOYO Live All Rights Reserved
  39. 39. Post Webinar Survey Comments/Rate Us Did you find this information useful? • Yes – No – Somewhat You thought our webinar was… • Very informative – educational – rocked – needs some improvement – boring Which best describes follow up? • Speak with an account executive – Schedule a demo – Keep me informed of future events – Send me periodic product updates © Copyright DOYO Live All Rights Reserved
  40. 40. Re-Purpose the Webinar • Recording – on demand downloadable version • Break up video into smaller 3 – 5 minute videos post on YouTube • Transcribe • SlideShare • Social media • Product brochure • One pager • Digital Guide or eBook • Stay on top individuals responsible for follow up © Copyright DOYO Live All Rights Reserved
  41. 41. Scrub the Leads © Copyright DOYO Live All Rights Reserved
  42. 42. Criteria – Lead Scoring • B.A.N.T. • Product fit • Budgeted • Timeframe – 0 – 6, 6-12, Beyond • Decision maker/influencer • Follow up with sales © Copyright DOYO Live All Rights Reserved
  43. 43. Harvard Business Review Responding to Leads Within an Hour Generates 7x the Conversations! © Copyright DOYO Live All Rights Reserved
  44. 44. How to Get Support from Sales • Crucial to get buy-in at the start • Ask for their input on subject matter • Get their help on promotion • Invite prospects and clients • Reminder emails about the total number of registrations vs. goals • Weekly internal calls • Site on-site with customer/prospect • Walk in their shoes • Sit on funnel scrubs • Be accountable for doing 1-deal per year. • Buy them drinks © Copyright DOYO Live All Rights Reserved

×