Introduction to content marketing, content strategy, buyer persona definition and aligning your content plan with your sales process and pipeline strategy.

1. Content Marketing for Lead
Generation
Get More From Your Inbound Marketing
Campaigns

2. Dave Watson
Digital Media Stream
@DigitalRavey
www.digitalmediastream.co.uk

3. An Introduction Into
Content Marketing

4. The Inbound Marketing Process

5. What is Content
Marketing?
Content Marketing is the act of sharing tips,
advice, and other value added information as a
means of converting prospects into customers and
customers into loyal, lifelong, repeat buys.
❏ Its Opt In for the
Customer / Prospect

6. The Importance of
Great Content
Content can take on many
forms but one of the most
popular is Blogging.
● One of the most important elements
in Googles search Algorithm (Other
search engines are available too)
● If you produce great content that
search engines deem important, they
will reward you.
● Feeds your Social Networks /
Communities
● Building your Brand
● Sets you as a Trusted Advisor
● Compliments and Aids the Sales
Process

7. The Importance of
Great Content
Content can take on many
forms but one of the most
popular is Blogging.
● There are 31% more bloggers today
than there were three years ago
● 46% of people read blogs more than
once a day
● Most people read 5-10 blogs
● Blog frequency impacts customer
acquisition.
● 57% of marketers acquired customers
from blogging
● Companies that blog 15+ per month
get 5x more traffic than companies
that don’t blog
● Companies that increase blogging
from 3-5x/month to 6-8x/month
almost double their leads
● An average company will see a 45%
growth in traffic when increasing
total blog articles from 11-20 to
21-50

8. Types of Content
● eBooks
● Templates
● Presentations
● Whitepapers
● Webinars
● On-Demand Videos
● Case Studies, Testimonials
● Reports
● Product Comparisons
● Blogs
● Infographics
Sales Ready Content
● Product Datasheets
● Pricing Calculators
● Free Consultations
● Demo requests, contact sales etc

9. Content &
Landing Pages
• Companies with 30 or more
landing pages generate 7x more
leads than those with fewer than
10
• 48% of marketers build a new
landing page for each marketing
campaign
• 68% of B2B businesses use
landing pages to garner a new
sales lead for future conversion
• 16% of landing pages are free of
navigation bars
• Businesses with over 40 landing
pages got 12x more leads than
those with only 1 to 5 landing
pages
Capture inbound leads
through your website and
landing pages with gates
content

10. Back to Your
Goals &
Objectives
● Aids credibility
● Captures attention
● Educates audience
● Nurtures the prospect
● Fuels social activity
● Encourages engagement etc
● Moves a prospect / contact along
the Buyer Journey

11. Todays REAL
Marketing &
Sales Priorities

12. Challenges
❏ Cost of Creating
Content
❏ Slow Traffic Growth
❏ Lack of Quality
Leads
❏ Lack of ROI

13. In Order to Attract
Customers, Marketers
Have to Provide
Something They Will
Love

14. Content Strategy
Framework
8-Steps
❏ Company-Level Objectives
❏ Benchmarks
❏ Target Personas
❏ Topic & Keyword Research
❏ Buyer Journey
❏ Content Planning
❏ Execution: multi-channel
❏ Reporting: ROI
http://content.digitalmediastream.co.uk/creating-content-st
rategy-for-lead-generation-webinar-recording

15. www.makemypersona.com
https://xtensio.com
https://xtensio.com

17. Monthly Progression
Required
Jan Feb Mar April May June July Aug Sep Oct Nov Dec
Traffic (10% MoM Increase) 1,000 1,100 1,210 1,331 1,464 1,611 1,772 1,949 2,144 2,358 2,594 2,853
Leads (3%) 30 33 36 40 44 48 53 58 64 71 78 86
Customer Acquisition Goal
(1% Lead to Cust) 6

19. Buyer Persona

20. A Brief
Introduction to
Buyer Personas

21. What Are Buyer
Personas?
Buyer personas are fictional representations of your ideal customers. They are based
on real data about customer demographics and online behaviour, along with
educated speculation about their personal histories, motivations, and concerns.
?

22. How Are Buyer
Personas Created?
Buyer personas are created through research, surveys, and interviews of your target
audience. That includes a mix of customers – both “good” and “bad” -- prospects,
and those outside of your contact database who might align with your target
audience. You’ll collect data that is both qualitative and quantitative to paint a
picture of who your ideal customer is, what they value, and how your solution fits
into their daily lives.
?

23. Detailing Your
Buyer Persona
(s)

24. Persona Name
BACKGROUND:
•Basic details about persona’s role
•Key information about the persona’s company
•Relevant background info, like education or
hobbies
DEMOGRAPHICS:
•Gender
•Age Range
•HH Income (Consider a spouse’s income, if
relevant)
•Urbanicity (Is your persona urban, suburban, or
rural?)
IDENTIFIERS:
•Buzz words
•Mannerisms

25. Persona Name
GOALS:
•Persona’s primary goal
•Persona’s secondary goal
CHALLENGES:
•Primary challenge to persona’s success
•Secondary challenge to persona’s success
HOW WE HELP:
•How you solve your persona’s challenges
•How you help your persona achieve goals

26. Persona Name
REAL QUOTES:
•Include a few real quotes – taken during
your interviews – that represent your
persona well. This will make it easier for
employees to relate to and understand
your persona.
COMMON OBJECTIONS:
•Identify the most common objections
your persona will raise during the sales
process.

27. Persona Name
MARKETING MESSAGING:
•How should you describe your
solution to your persona?
ELEVATOR PITCH:
•Make describing your solution
simple and consistent across
everyone in your company.

28. Developing a Content
Marketing Plan

30. Content Stages Summary
PERSONA Problem, Common
Misconceptions,
Challenges, Goals
AWARENESS CONSIDERATION DECISION
Have realized and
expressed symptoms of a
potential problem or
opportunity
(Researching Phase) –
Educate them around the
problems and symptoms they
have
Dig deeper into the
problem or symptoms –
Is there any additional info
that you can provide on this
topic/solution, without
talking about your business
yet?
Have clearly defined and
given a name to their
problem or opportunity
-Increase their engagement
with you and awareness of
how you fit into the solution
Have defined their
solution strategy,
method or approach -
Help them with their
buying decision

31. •Define this stage (questions they have):
•Why + goal + challenge
•Content Offer:
•2 Blog titles:
X
X
•Define this stage (questions they have):
•How + goal + challenge
•Content Offer:
•2 Blog titles:
X
X
•Define this stage (questions they have):
•Content Offer:
•2 Blog titles:
X
X
•Define this stage::
•Content Offer:
•2 Blog titles:
X
X
•Define this stage::
•Content Offer:
•2 Blog titles:
X
X
•Define this stage::
•Content Offer:
•2 Blog titles:
X
X
•Define this stage::
•Content Offer:
•2 Blog titles:
X
X
•Define this stage::
•Content Offer:
•2 Blog titles:
X
X
•Define this stage:
•Content Offer:
•2 Blog titles:
X
X

32. The Buyers Journey

34. The Content
Matrix

35. http://content.digitalmediastream.co.uk/inbound-marketing-assessment

36. Dave Watson
Digital Media Stream
@DigitalRavey
www.digitalmediastream.co.uk
dave@digitalmediastream.co.uk