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Generating leads with content marketing

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Eduserv's Marketing Manager, Alex Bacon, presented at the B2B Network about his experience of content marketing and how to deliver valuable and engaging content to your audiences whilst generating leads at the same time.

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Generating leads with content marketing

  1. 1. Generating leads with content marketing
  2. 2. Alex Bacon Marketing Manager, Eduserv @alexsbacon
  3. 3. The Good
  4. 4. Engage early • Speak to your customers • Involve your prospects • Involve an authority in your market place
  5. 5. Think about distribution from day one • SEO • Distribution partners • PR
  6. 6. To lead capture form, or not lead capture form, that is the question.
  7. 7. Repurpose and make your content work hard.
  8. 8. Follow-up
  9. 9. Charity example • 310 survey responses from digital professionals • 614 downloads of heads of digital report • 190 downloads of CEO report • 39 attendees to workshop • 5 sales opportunities • 2 clients won
  10. 10. University example • 159 sign-ups • 32 (clearing students) , 45 (post-grad and alumni), 51 (international students) • 37 on sitecore demo • 13 sales opportunities • 2 customer won
  11. 11. The bad and the ugly. The challenges.
  12. 12. Resources • www.eduserv.org.uk/insight • https://tfmainsights.com/download-science-content-research
  13. 13. Questions?

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