The document outlines a workshop focused on improving ineffective content marketing strategies for lead generation. It discusses the evolution of buyer behavior, emphasizing the importance of generating content that addresses buyers' needs, utilizing blogs for SEO, and employing multi-channel distribution. Additionally, it highlights seven key attributes of successful content marketing aimed at nurturing leads and automating processes.

1. CONTENT MARKETING WORKSHOP with LIVE
CRITIQUES
Why your Content Marketing Isn’t
Working, and How to Fix It

2. Lead-gen circa <2005
MARKETING SALES
Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions

3. Lead-gen 2015
MARKETING SALES
Branding & awareness Close the dealProspects diagnose their own pain, prescribe
their own solutions, & short-list vendors

4. (Source: Marketing Sherpa)
Today, the B2B buyer
finds the seller
80% of the time
Sales
“hunting”
20% success

5. What they find is
CONTENT

6. Punchline… Lead-gen Has Changed
<2005 2015
He who has the most sales reps wins He who has the most (good) content wins

7. Digital 1:1 Conversations
MARKETING =
SALES =

8. 7 ATTRIBUTES OF CONTENT MARKETING
FOR LEAD GENERATION
Why your Content Marketing Isn’t Working, and How to Fix It

9. #1 Generating Content
Map
to funnel
Image credit: www.newspaperalum.com Election Night 1948

10. #1 Generating Content
About them
(no one cares about you… yet)
Image credit: www.newspaperalum.com Election Night 1948

11. #1 Generating Content
Self
navigate
(self nurture)
Image credit: www.newspaperalum.com Election Night 1948

12. #2 Content Lives in a Blog
• Better SEO
• Engagement
• Multi media
your-site.com/blog

13. #3 Multi-media (user preferences)

14. #4 Publication Schedule
Train your
audience
(and Google)

15. #5 Multi-channel distribution

16. #6 Conversion and CTA’s

17. Automate
what people
used to do
#7 Marketing Technology

18. 7 Attributes of Content Marketing for lead generation
1. Content Generation
1. Mapped to buy funnel
2. About them, not us
3. Self navigate/nurture
2. Blog (where content lives)
3. Multi-media (preference types)
4. Publication schedule (train your audience)
5. Multi-channel distribution
6. Conversion (always links and CTA’s)
7. Marketing Technology (automate)

19. LIVE WORKSHOP
Why your Content Marketing Isn’t Working, and How to Fix It

20. Live Workshop

22. QUESTION & ANSWER