Content Marketing that Drives Lead Generation

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Content is becoming one of the most important elements for both sales and marketing. But how do you generate powerful and engaging content? In this presentation, we break down what good content looks like and how to generate it.

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Content Marketing that Drives Lead Generation

  1. 1. Using Content Marketing to Improve Lead Generation Michael Halper Founder and CEO
  2. 2. Types of Content • Blog posts • Case Studies • Articles • eBooks • Press Releases • Webinars • Whitepapers • Newsletters
  3. 3. Traditional Messaging Approach Messaging Strategy Presentation Benefits Website Features Networking Functionality Email Product Introduction Company Cold Call
  4. 4. The SalesScipter Approach Messaging Strategy Credibility Presentation Interest Website Objections Networking Qualify Email Pain Introduction Value Cold Call
  5. 5. Content Marketing Topic Examples Value Topic Objections Topic • 4 Keys to Improve Your Conversion Rate • To Script or Not Script? That is the question. Pain Topic • 5 Ways to Decrease Sales Staff Turnover Interest Topic • Benefits of a CRM and Email Marketing in One Database Qualify Topic • Are you concerned about sales staff turnover? Credibility Topic • How Wilson Tech Improved Inventory Turnover
  6. 6. Building Content Marketing Emails • Subject line – some version of content topic • 5 Ways to Decrease Sales Staff Turnover • Body of email • Portion of content piece – one to two paragraphs • Link to access more • Email format • HTML formatted or plain text
  7. 7. Email Campaigns • Tier 1 – new/cold prospects • Value topics • Pain topics • Qualify topics • Tier 2- opt in/warm prospects • • • • Objections Interest Credibility FAQs
  8. 8. Step 1: Build Your List Step 2: Load and send tier 1 campaign Pain Email “5 Ways to Decrease Sales Staff Turnover” Step 3: Identify and call “clicks” Step 4b: Schedule tier 2 campaign Credibility Email “How Wilson Tech Improved Inventory Turnover” Step 4a: Schedule appointment / meeting nv
  9. 9. The SalesScripterApproach Messaging Strategy Credibility Presentation Interest Website Objections Networking Qualify Email Pain Introduction Value Cold Call
  10. 10. Distributing the Content Social Media 1. Create social media accounts 2. Post content as shared links/status updates 3. Post similar external content produced by other companies
  11. 11. Distributing the Content Social Media • Google Plus Personal Profile • Tumbler • Google Plus Business Page • Pinterest • LinkedIn Personal Profile • Digg • LinkedIn Company Page • Reddit • Facebook Personal • Delicious • Facebook Business Page • Chime.in • Twitter Personal Account • Wordpress • Twitter Business Account • Blogger • Diigo
  12. 12. Distributing the Content Search Engine Optimization • Content will add pages to your website • Additional pages and keywords to that will get indexed • Will increase inbound traffic
  13. 13. Step 1: Traffic comes in from social media and search engines Step 2: Visitor opts in to receive your content Step 3: Schedule tier 2 campaign Interest Email “Benefits of a CRM and Email Marketing in One Database” Step 4: Identify and call “clicks” nv Step 5: Schedule appointment / meeting
  14. 14. Questions? Thank you! mhalper@salesscripter.com @salesscripter 281-809-4061 www.salesscripter.com

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