The document outlines a content strategy for leveraging lead momentum through personalized conversations and social media marketing, emphasizing the importance of valuable information without pressure. It stresses the role of content as a marketing currency and the use of varied channels for engagement, including blogs, social media, and webinars. The key takeaway is to remain consistent and patient in nurturing relationships while being responsive to audience feedback.

1. Create a Content Strategy for Lead MomentumContent & ConversationsContent Marketing + Social Media Presented by Ardath AlbeeCEO & B2B Marketing Strategist

2. Marketing Today

3. OpportunitiesBuilding more personalized relationshipsIncreased credibility >> consistencyImmersive engagementExpanded reachBe Human

4. What Buyers WantHelpful InformationInsights to ProblemsNo PressureChoiceInstant GratificationGuidanceSet Their Own PaceIncreased ConfidenceProfessional SuccessLess RiskConversations

5. The Marketing Shift©2009-2011 Marketing Interactions, Inc.

6. ChallengesContext |Content |Conversations | Consistency | Cost

7. Context Rules!

8. Content is Marketing CurrencyMarketing ContentVendor CurrencyEngagement LevelBuyer Currency

9. Conversation

10. ConsistencyBlogWebsite

11. CostFuel is expensivePerception is hard to changeFree isn’t cheapConversations never endResources are limitedLeads are a terrible thing to waste

12. Social Media is Content MarketingAt least 85% of Executives are using Social Media during the purchase decision. - Forrester ResearchThe ultimate question you need to ask yourself about social is…

13. Think “Hub”WebsiteSocial/EarnedBlog

14. Hub = Content + ConversationsEmail InvitationsTweetsPress ReleaseArticlesBlogPostsLead DatabaseLinkedIn Status/Groups

15. An Event Hub

16. One Asset = One GoalTweet > Web TrafficeBook > CredibilityWhite paper > Lead GenerationEmail > Click ThruSyndication > AwarenessBlog Post > Thought LeadershipArticle > Lead Nurturing

17. Content Hubs Amplify GoalsContent Hub

18. Content Hub Case StudyeBooksWebinarsSyndicationWebsiteBlogPocket GuideEmailTweets

19. ResultsPocket Guide downloads – 7,000Webinars – 1,000 attendees eachIndividual guides – 3,000 downloads eachSeries of 5 emails – 143,000 impressionsSocial Media – Twitter, LinkedIn, BlogComplete book downloads associated with 7 DealsThree book chapters combined influenced 10 deals Combined webinars influenced with 11 dealsContent + Conversations Influenced 28 Deals!

20. Plan Your MovesRule of 5One asset5 ways to use itUse repetition wiselyThink NicheTopics & ThemesIncite ActionWhat’s the 1 thing?

21. Think About What You’re SayingCourtesy of We Make Clouds By Mike Farah & J. Longo

22. Do Not ForgetYour audience now has an audience of their own.Word travels FAST!

23. Monitor for Response Patterns

24. A Few Final ThoughtsAssess your social profiles from the outside.Pay attention to attention.Nurturing doesn’t depend on a database.Claim your niche and stick with it.Be patient, persistent and consistent…across all channels.Ask for the action.

25. Thank You!Ardath Albee, B2B Marketing StrategistMarketing Interactions, Inc.Web:www.marketinginteractions.comTwitter:@ardath421Blog:http://marketinginteractions.typepad.com