This deck covers: How to create a documented content marketing strategy How the marketing funnel works The content tactics you should use to generate leads How to measure success The tech needed to help you pull it all off Some findings on lead generation from NetLine's "2019 State of B2B Content Consumption and Demand Report for Marketers"

1. Create a Content
Strategy That
Generates Leads
+

2. +
YOUR PRESENTERS
Natalie Stezovsky
VP
influenceandco.com
Tweet: @nstezovsky
Influence & Co. is a content marketing agency that specializes
in creating engaging content that fuels companies’ content
marketing efforts and positions their key employees as
influencers in their industries.
Operating the #1 B2B buyer engagement platform, NetLine
Corporation provides content-centric lead generation and
buyer engagement insights through the largest B2B network
on the web. Successful B2B marketers start here.
David Fortino
SVP Audience & Product
netline.com
Tweet: @David__Fortino

3. +
WHY WE ARE HERE
How to Create a Documented
Content Marketing Strategy
How the Marketing Funnel Works
The Content Tactics That
Generate Leads
The Tech Needed
How to Measure Success
How to Use Data Across Your Entire
Strategy, From Content Creation to
Lead Gen Execution
Stats From The 2019 State of B2B
Content Consumption and Demand
Report for Marketers
Trending Content
Amplifying Your Content for
Quality Lead Generation

4. +
HOW TO CREATE A DOCUMENTED
CONTENT MARKETING STRATEGY
IT SHOULD INCLUDE:
2. Profile of key audience
personas
3. Your marketing goals
(lead generation)
1. Consumer analysis
4. An editorial calendar
and content guidelines
5. KPIs

5. +
HOW THE MARKETING FUNNEL WORKS
Top of the Funnel:
Reach a new audience
Middle of the Funnel:
Engage and convert
Bottom of the Funnel:
Nurture and engage
CONTENT MARKETING + LEAD GEN

6. +
THE CONTENT TACTICS THAT GENERATE LEADS
Top of the Funnel:
• Guest-contributed articles
• Press mentions
Middle of the Funnel:
• On-site content
• Gated content
Bottom of the Funnel:
• Email newsletters
• Email drip campaigns
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT

7. +
THE CONTENT TACTICS THAT GENERATE LEADS
Top of the Funnel:
• Guest-contributed articles
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT

8. +
THE CONTENT TACTICS THAT GENERATE LEADS
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
Top of the Funnel:
• Press mentions

9. +
THE CONTENT TACTICS THAT GENERATE LEADS
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
Middle of the Funnel:
• On-site content

10. +
THE CONTENT TACTICS THAT GENERATE LEADS
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
Middle of the Funnel:
• Gated content

11. +
THE CONTENT TACTICS THAT GENERATE LEADS
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
Bottom of the Funnel:
• Email newsletters

12. +
THE CONTENT TACTICS THAT GENERATE LEADS
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
Bottom of the Funnel:
• Email drip campaigns

13. +
HOW TO MEASURE SUCCESS
Average Lead Score
New Visitor Rate
Clickbacks to Website
Lead Conversations

14. +
THE TECH AND TOOLS YOU’LL NEED
A Social
Following
Website CMS and Blog
Sales CRM
Marketing Automation
System
Access to Website
Analytics

15. +
THE TECH AND TOOLS YOU’LL NEED
Website CMS and
Blog

16. +
THE TECH AND TOOLS YOU’LL NEED
Marketing
Automation
System

17. +
THE TECH AND TOOLS YOU’LL NEED
Sales CRM

18. +
THE TECH AND TOOLS YOU’LL NEED
Access to Website
Analytics

19. +
THE TECH AND TOOLS YOU’LL NEED
A Social Following

20. +
HOW TO USE DATA ACROSS YOUR ENTIRE STRATEGY,
FROM CONTENT CREATION TO LEAD GEN EXECUTION
quality
quantity
1. Let data drive and
inform decisions
2. Understanding your
audience is the top priority
3. Maximize engagement
right away

21. +
STATS FROM THE 2019 STATE OF B2B CONTENT
CONSUMPTION AND DEMAND REPORT FOR MARKETERS
• Individual contributors are the most active
job level, comprising 18% of total audience.
• 64% of the total audience are job levels
managers and up. That’s a lot of influence.
• C-suite consumption gap improved by
11%, but most C-level activity is within
smaller companies; still need to tap into
buying committee.

22. +
STATS FROM THE 2019 STATE OF B2B CONTENT CONSUMPTION
AND DEMAND REPORT FOR MARKETERS
• Improved rate of
consumption among all job
levels = opportunity to
target outside C-suite with
greater confidence
• Consumption gap down
8% across all job levels

23. +
TRENDING CONTENT
• The report covers the top
words in the top 100 titles
downloaded.
• Most popular was relatable
messaging that seeks to
solve a problem or provide
a solution.

24. +
TRENDING CONTENT
• Leverage data for content
creation.
• What can you do to make
sure content is relevant
and has impact in 2019?
Get to know your audience
better by understanding
what they’re looking for.

25. +
GO BEYOND THE PERONA AND SPEAK TO THE PERSON
How to make this actionable
for creating content
Combining what people are
doing in the B2B space and
what their general interests
are
Humanize the data

26. +
AMPLIFYING YOUR CONTENT FOR
QUALITY LEAD GENERATION
• Leverage a content, performance-based
model across a B2B network of in-
market professionals actively
researching business-related topics
• Performance-based (CPL) Lead
generation
Promote content to amplify reach
Acquire net new quality leads through first
party data by reaching in-market
professionals, actively researching business
related topics
Run hyper-targeted, sophisticated lead gen
campaigns, assessing buyer-intent
Pay only for the qualified leads generated and
full transparency into lead data

27. +
RESOURCES FOR YOU!
Content Strategy Checklist
The Ultimate Guide to Content
Marketing for Lead Generation
Free Consultation!
Set up a completely hassle-free
call and get your questions about
content marketing answered.
https://offers.influenceandco.com/netline-webinar-promopage-2019

28. +
RESOURCES FOR YOU!
Free tool: Audience Explorer
The only real-time interactive search tool for
buyer engagement across the B2B web.
Download: The 2019 State of B2B
Content Consumption and
Demand Report for Marketers

29. Questions?
+