Just because B2B companies are investing heavily in content marketing doesn’t mean that they’re successful at generating the leads they need for business growth. In fact, they’re making a lot of mistakes that result in lost opportunities and lost revenue. In this webinar, Mike Vannoy will cover the most common mistakes that companies are making with their content marketing strategies and provide simple solutions to solve the problem. You’ll learn: How to know what type content you need How to increase conversions How to close the loop on content and lead generation

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