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NEDMA14: Using Content Marketing to Generate High-Quality Leads - Jane Buck


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Content marketing and lead nurturing are all the buzz... but how do you get started, increase the lifetime value of your content and develop more content? Once your content is in the marketplace, what's the best view to analyze results? This presentation explores these two questions and much more.

This presentation was given by Jane Buck, Director of Customer Acquisition at Dyn, at NEDMA's Annual Conference on May 14, 2014.

Published in: Marketing
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NEDMA14: Using Content Marketing to Generate High-Quality Leads - Jane Buck

  1. 1. Using Content Marketing to Generate High Quality Leads @janebuck
  2. 2. Jane Buck @janebuck power You may not know us, but we the some of biggest companies on the internet
  3. 3. Jane Buck @janebuck
  4. 4. Jane Buck @janebuck Slow is the new downtime.
  5. 5. Jane Buck @janebuck A 1 second delay in page load time equals 7% loss in conversion, 11% fewer page views, and 16% decrease in customer satisfaction.
  6. 6. Jane Buck @janebuck - 25% of leads are legitimate and should advance to sales. - 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. - 61% of B2B marketers send all leads directly to Sales - 68% of B2B organizations have not identified their funnel - 65% of B2B marketers have not established lead nurturing - 79% of B2B marketers have not established lead scoring Marketing to Sales – Is this a good lead?
  7. 7. Jane Buck @janebuck
  8. 8. Jane Buck @janebuck What does this mean for marketers? -Companies have the chance to meet their prospects earlier in the process than ever -Marketing must keep the relationship moving forward: - for a longer period - synchronizing their communications throughout the buying process - with multiple parties who have different agendas - through a wide variety of media -Set yourself up to respond to buying signals in real time
  9. 9. Jane Buck @janebuck Content Marketing generates better leads! Content moves the buying process from inquiry through to the purchase with evaluation points in between. Deploy content by mapping content into 3 main stages of the decision making process. #relevant Awareness Consideration Purchase
  10. 10. Jane Buck @janebuck Content Types White Papers Webinars Case Studies Photos/Images Blog Comparison Charts Video Tech Articles Infographic Analyst’s Research Product Sheets Tools/Calculators FAQ/How to Buyer’s Guide Website Surveys
  11. 11. Jane Buck @janebuck Develop Testimonials Listen to Sales & Customers Listen to Social Media Incorporate Feedback Repurpose Content Blog Daily Start ANYWHERE!! Start EVERYWHERE!
  12. 12. Jane Buck @janebuck
  13. 13. Jane Buck @janebuck Content Build Process Editorial Calendar - Webinar – 3rd Wed - White Paper - Case Study - Video - Social - Blog Know where it slots in Sales Process Interview Expert(s) or Repurpose Content Design/Layout
  14. 14. Jane Buck @janebuck One asset – Many uses!! Pull 5-10 tweets out of each asset Film and Edit video footage for multiple formats Plan product shots for many angles Rewrite for article links Look for the infographic opportunity
  15. 15. Jane Buck @janebuck Who said a White Paper had to be vertical??
  16. 16. Jane Buck @janebuck This slide left blank.
  17. 17. Jane Buck @janebuck Clearly Define Targets – Personas Provide Synopsis – Preview Image Set Naming Conventions for Data Delivery Align with Marketing Automation Communicate with Sales Provide detailed feedback
  18. 18. Jane Buck @janebuck Listen to Vendors for Optimization Ideas
  19. 19. Jane Buck @janebuck Content has a shelf life - Avoid Unnecessary Dating - Review assets early and often – Use external thought leadership or internal talent - Set responsibility for who tracks an asset through its lifecycle - Require that assets be evaluated to make sure they are still relevant to current realities and needs. - Change gated content to FREE range content for SEO
  20. 20. Jane Buck @janebuck Get Granular – Think Unique Lead Source - FEW, align with budget or org Lead Source Type – MANY , timestamp, tactical Asset Type - FEW Asset Type Description – MANY, versions, revisions
  21. 21. Jane Buck @janebuck Where to next?? Content Build and Review - get on the Calendar Reach out to Media Vendors for review and feedback Apply Scoring mentality to Media and Content Deployment More Infographics and Video (try animation) Scale Webinars
  22. 22. Jane Buck @janebuck Questions?? @janebuck