This document summarizes the key aspects of an effective content marketing strategy. It discusses how TAB, a records management company, worked with Sequentia to develop a content strategy to generate leads and strengthen customer relationships. Through interviewing customers and sales reps, Sequentia created valuable content addressing customer needs and deployed it across multiple channels. This led to substantial growth in leads and prospects for TAB over several years. The document concludes by highlighting best practices for content marketing and lessons learned.

1. Content Marketing for Leads, Revenue & Fame Jennifer Evans & Ross Nepean

2. 1. Overview and intros 2. Content power! 3. The secret sauce. 4. How do we do this? 5. TAB case study. 6. Conclusion & queries

3. Hello, I’m Ross.

4. Hi, I’m Jen.

5. What is content marketing?

6. Heard of it Researching it Actively budgeting for it Piloting it In mid-program Refining and iterating ?

7. The TAB & Sequentia story

8. The power of content

9. The power of shared content

10. The power of strategic , value-added content

11. ROI Focused marketing priorities

12. Social media development/integration Developing emerging or Web 2.0 content Identifying new audiences and quality lists Retention marketing plan/tactics Marketing analysis Mapping content to sales funnel Developing traditional content Source: MarketingSherpa and Babcock & Jenkins. Year-end Surveys, January 2009 Methodology: Surveys of 247 B2B Marketing Organizations with over $250MM in revenues. Priority Level >>> Resource/Expertise Challenge >>>

13. Review: TAB in 2005

14. Two divisions, records management and technical equipment Distributed sales force across Canada, US, Europe, Australia Emerging from a period of corporate upheaval Generating 30-50 ‘inquiries’ a month through the TAB Canada website Little tracking Client relationships entirely resident with sales reps Needed traction

15. What Sequentia did:

16. TAB was producing self-promotional marketing content on the web and through its catalogues Did primary research with sales reps and customers to understand customer needs, pain points, trends Created a content strategy that addressed those pains Developed an in-house email list to distribute that content Permissioned clients and prospects by phone over 3 days

17. 2005 3000 contacts 35-50 web inquiries/mo Product centric reputation Limited sense of mktg performance Ross director of marketing 2009 36,000 newsletter subscribers 250 downloads a week Big reputation $6 million in revenue, $10 million in pipeline Ross promoted twice

18. The Law of Content Attraction

19. Search Get intimate with customer pains Plan and develop valuable content that targets those pains Deploy as shareable content in multiple media Listen, analyze and adjust Search Website & SM Sponsorship marketing Sales collateral CRM

20. Turning expertise& knowledge into relevant content

21. How do we do this without blowing the budget?

22. Step 1: Are you using the data you have?

23. What do content trends on your site, in your email programs, in your search programs, reveal about customer needs?

24. Step 2: Plan the content around key factors

25. Factors: seasonality product development inventory competition corporate goals etc

26. 3. Develop a long term editorial calendar, review 1/Q

27. 4. Use a multi-platform approach

28. Examples email lists sponsored media distributable PDFs microsites etc

29. 5.Measure, learn, iterate.

30. The Formula Customer needs Organizational opportunities and needs Planning Platforms + + +

31. TAB case study

32. Objective : Generate leads, build a prospect pipeline, & strengthen relationship with customer community Solution : Create & track engagement using content Interview customers & sales reps to identify customer needs and content opportunities Build prospect database & track engagement Develop simple lead scoring & business rule triggers integrated into the sales process Test & measure continuously what content, formats, and channels work best Results : leads, prospects & community engagement From 50 contacts a month to 250 online leads a week Prospect list has grown organically to over 20,000 subscribers Content assets continue to generate leads for up to 30 months Developed a deeper understanding of customer needs for sales team For every $1000 of investment, this program generates $120,000 of revenue

33. Best Practices

34. Shareable content formats

35. Email Best Practices

36. Proprietary Branded content takes on a life beyond the website

37. Long Tail content results

38. Content Engagement 37 % 18 % 13 % 32 %

39. Traffic Source

40. Integrating Social Media New opportunities to deploy content assets LinkedIn, Twitter Surprisingly robust records management discussion on Twitter 88,000+ records management professionals on LinkedIn

41. Lightbulb Moments:

42. Ross’: The power of introducing campaigns into a permission infrastructure Zerofile The long tail exists! It is not a myth! Content generates leads for years The power of content to change perception of a brand We are now an authority

43. Jen’s: Sales force is as important as customers in interviewing and understanding customer needs More /longer content does not equal better results. More useful content does The law of content attraction

44. www.sequentiaenvironics.com