Fuel Your Holiday Marketing with Re-Wrapped Content
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Ahhh, the holidays. A time when marketers can kick back, relax and reflect on a successful year. Kidding! Not quite. The reality is, you’re scrambling to fine-tune your corporate holiday card, hit your Q4 numbers and keep up with the day-to-day. Never fear. A Christmas miracle has arrived! With very little effort on your end, you can give your existing content pieces a festive face lift. In this SlideShare by LeadMD, SnapApp, and Uberflip to learn how repackaging content can help you: - Generate new buzz (or was that the egg nog?) - Warm up cold prospects - Close end-of-year deals
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Fuel Your Holiday Marketing with Re-Wrapped Content
- 2. @uberflip#uberwebinar Stick Around For a Demo
- 4. ARE YOU FROZEN ON HOLIDAY CAMPAIGN PLANNING?
- 5. @uberflip#uberwebinar Interactive Content FOR HOLIDAY CAMPAIGNS 1.) Add an engaging spin to your content with themes and two-way conversations 2.) Re-gift your content for the right audience by repurposing what you already have 3.) Create fun experiences for your audience WARM UP YOUR MARKETING
- 7. @uberflip#uberwebinar 91% of buyers prefer more interactive/visual content that can be accessed on demand.” “ - Demand Gen Report IT’S WHAT YOUR AUDIENCE WANTS
- 8. @uberflip#uberwebinar Adding an interactive component increases engagement and adds value for your audience! WHAT HAPPENS WHEN YOU MAKE IT INTERACTIV E?
- 9. WHAT ARE THE BENEFITS? Calls to action that deliver higher click- through rates
- 10. WHAT ARE THE BENEFITS? Calls to action that deliver higher click- through rates 5x industry average increase in lead conversion rates
- 11. Calls to action that deliver higher click- through rates 5x industry average increase in lead conversion rates Better data for lead scoring and faster MQL creation WHAT ARE THE BENEFITS?
- 12. @uberflip#uberwebinar What happens to all the data you collect? Streamline new data into your marketing automation forms Collect more detailed information from your prospects Provide your sales team with more qualified leads ARM YOUR SALES TEAM
- 14. @uberflip#uberwebinar TRY NEW WRAPPING PAPER… Same great content
- 15. @uberflip#uberwebinar TRY NEW WRAPPING PAPER… Same great content New exciting features
- 16. @uberflip#uberwebinar Use the themes & messages of your core content to create related pieces that build the strength of your brand’s connection. REPURPOSE YOUR CONTENT
- 18. @uberflip#uberwebinar How do you make it relevant? What can you repurpose? What’s your goal? DEVELOPING YOUR PLAN
- 19. @uberflip#uberwebinar WINTER THEMES – USE YOUR CALENDA R! December Chanukah Winter Solstice Cat Herders Day Festivus Christmas January New Year’s Day Elvis Presley’s Birthday Martin Luther King Jr. Day Poetry at Work Day Opposite Day February Super bowl Groundhog Day Valentine’s Day Flag Day in Canada Chinese New Year – Year of the Dog
- 20. @uberflip#uberwebinar THIS IS A GREAT PIECE OF CHOCOLATE
- 21. @uberflip#uberwebinar BUT SO IS THIS HOT CHOCOLATE…
- 24. @uberflip#uberwebinar Benchmark Yourself Test Your Knowledge See How You Compare Get Your ROI What's Your Roadmap BREAK IT DOWN FOR YOUR AUDIENCE … Are you making it easy for your audience? Break your content down into snackable portions.
- 25. @uberflip#uberwebinar REPURPOSING IN ACTION Interactive Infographic
- 26. @uberflip#uberwebinar REPURPOSING IN ACTION White PaperInteractive Infographic
- 27. @uberflip#uberwebinar REPURPOSING IN ACTION White PaperInteractive Infographic Seasonal Worksheets
- 28. @uberflip#uberwebinar Core Asset (white paper, ebook, interactive content, video….) 2-pagers Calculator Assessment Webinars Survey Contest Worksheet Quiz Product Picker Infographic, SnapApps Blog posts Guest blogs Large-Form Assets Mid-Form Assets Short-Form Assets YOU’VE GOT OPTIONS
- 29. @uberflip#uberwebinar Survey Interactive Infographic Calculator Quiz Interactive Video Assessment Ebook White Paper Success Story TOPMIDDLEBOTTOMCONVERSATIONS ACROSS THE FUNNEL
- 30. @uberflip#uberwebinar Blog post White Paper Event Success Stories Demo Request Early Stage: Awareness Middle Stage: Consideration Late Stage: Decision Webinar NO RANDOM ACTS OF INTERACTIVE
- 31. @uberflip#uberwebinar Blog post White Paper Event Success Stories Demo Request Assessment Calculator Sales Qual. Assessment Product Picker Early Stage: Awareness Middle Stage: Consideration Late Stage: Decision Webinar NO RANDOM ACTS OF INTERACTIVE
- 32. @uberflip#uberwebinar SERVING UP AN AMAZING EXPERIENCE
- 33. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING Fuel Your Funnel with Repurposed Content
- 34. 7+ MEET JAMIE T H E O P T I M I S T Years in digital marketing Marketo Certified Solutions Architect 4 cuddly mutts, 1 is my husband Midwesterner at heart CUSTOMER SUCCESS DIRECTOR
- 37. Content Marketing is Like Going to the Gym
- 38. LeadMD’s CEO
- 41. Does this sound like you? Let’s talk about it. What would you do?
- 43. Big Rock Content
- 45. Monsters of Funnel: Funnel Freezes Over
- 46. Must-Have: A landing page to gate the content
- 48. Blog Posts We took each chapter of the e-book and turned it into a blog post.
- 49. Social Media Not only were we Tweeting about the landing page (and our blog posts), so were our Monsters.
- 53. Partner Email Scripts Hi William, We are so excited to welcome you to the [Partner Name] family. As you begin outlining your account-based strategy, I highly recommend LeadMD as a guide. Clients who go through their workshop see revenue 50% faster than those who do not. Let me know if you’d like an intro. Best, [Partner Name]
- 54. Added e-book to specific nurtures in Marketo
- 55. SDR/Customer Success Email Scripts Hi Lisa, My CEO and other ABM leaders just finished a report centered around ABM. LeadMD’s framework, which most recently helped [Big Name Client] achieve 50% more engagement in target accounts, is included. Check it out: LINK Are you available this Friday afternoon to review our framework? Best, McKenzie Keefe
- 56. Targeting Executives Although the MOF campaign was fun, it’s a little too long to send to an executive or CMO To make it more impact full for the C-Suite, take overview and make it into a one-pager. Direct mail is also a great strategy when you’re going after big accounts and know your buying committee. Executives love podcasts – Try to be featured on the podcasts your audience listens to.
- 57. Results! Cost: $3,000 Total Acquired Names: 545 Total Acquired Accounts: 138 Total Engaged Names: 14,562 Influenced Pipeline: $316,841 Sourced Pipeline: $10,000
Editor's Notes
- Before we dive in to the presentation, I’ll tell you a little bit about me and why I’m leading this session. At the heart of who I am, I am a teacher and a consultant. That translates well to my role today. I lead a team of consultants at a digital marketing agency. So I get to teach my team AND consult around digital marketing. We talk about content a lot. And surprisingly, despite the abundance of thought leadership about content today, in 90% of the companies I work with, nobody really has it figured out.
- Most of the time, it boils down to this. Content is hard. I know I should be creating content to generate brand awareness BUT I’m not creative enough. I know I should be creating content to push leads through my funnel, but it costs a lot of money. I know I should be creating content for sales to help close deals, but the sales team is resistant to marketing’s help. I know I should be creating content for our customer success team, but that’s not a priority right now.
- And hey, I get it. I justify my actions all the time. I know I should be going to the gym BUT The Voice is on tonight and if I let that half bottle of wine sit for one more day, it will probably get oxidized.
- This is content. Well, actually it’s a turkey. It’s a good looking turkey. How many people’s turkeys looked like this last Thursday? Mine either. And how many people have eaten turkey for leftovers for the last week? Me too. Do you get it? Turkey is content. On Thanksgiving, we cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. In the last week, I’ve eaten turkey sandwiches, black been turkey quesadillas, turkey chili, and turkey salad, which by the way is much better than chicken salad in my opinion. The point is, CONTENT is just like turkey. One big piece of content can be sliced and diced in lots of ways! The only difference is that a good piece of content can last you much longer than a turkey can….it can last you years.
- This is LeadMD’s CEO, Justin Gray. One day, Justin came in and said to us “Guys, we really need to help our clients with account based marketing. Everyone is talking about it, but nobody knows what they are doing. We know what we are doing. We can help. How do we get people to come to LeadMD to implement an account based marketing strategy?”
- And luckily, Justin is surrounded by talented consultants. We had SO many ideas. But our main idea focused on one thing: We need to let the people know that we can help! We needed a big piece of content that was catchy, educational and showed HOW we could make ABM a reality. We had all settled on the idea. But we had one major problem.
- When Justin asked, “who wants to write this content?” This was our reaction. We are all busy consultants. We can write content for our clients all day, but taking on another project of this size felt daunting. And I imagine many of your meetings are like this too. This leads me to the first common pitfall I hear clients tell me. We don’t have the resources. So we had our main purpose. We need to help our clients implement an ABM strategy. We knew content could help solve that challenge. We had ideas for what we wanted the content to be, but we had nobody to write the content.
- Those are all great thoughts. Quite frankly, I couldn’t have come up with those ideas on my own!
- If you haven’t made the connection between what I’m trying to say yet, here’s the breakdown: Crowdsource! When I go back to work, I’m going to write a blog post on how marketers produce content when they don’t have any resources. And I’m not going to have to come up with ANY ideas because you all just gave me a TON of good ones!
- Together, these influencers created a pretty wicked piece of content. It was called “Monsters of Funnel.” It was a catchy rock theme that we knew marketers would gravitate toward because we marketers are rock stars. Ammi right?
- So that’s what we did at LeadMD. We used influencers. These aren’t their real photos. But man remember that picture of Justin? The guy in the upper left hand corner sure looks a lot like him! All of these avatars on the screen are people who are in the account based marketing world. They are executives for tech vendors. Katie works for Discover Org – a data append vendor. If you don’t know anything about the accounts, their solution helps. Todd McCormick is the CRO at Terminus, which allows you to retarget people who work at a specific account. And Heidi Bullock works at Engagio…a platform that allows marketing and sales to orchestrate “plays” at target accounts. These are all people who we work with when we help our clients. So, instead of adding a bunch of work to our consultant’s workload, we went out and told others about our idea. And we knew they would contribute to the idea, because they have the same mission we do. So what’s the tip here? Use your network. Ask people for their perspective.
- Another great way is to relaunch the content but with a fresh spin. So the concept of removing all technology was the main driver here. It was something so small, but significant enough, to warrant a third edition. We got the other monsters back – plus some new faces – and are on MOF part three. The latest take on the book is Fuzzel Freezes Over. We’ve based MOF lll on LeadMD’s updated Account Based Marketing framework, and each chapter is organized around a different tactic to drive success. Specifically for this eBook, we’ve served up the best ABM implementation how-to’s, but without the use of a topping over tech stack – in fact, we’ve removed the tech altogether. So there are some tips for creating your big turkey piece of content. Now you need some recipes for how to repurpose this content.
- When you think about any good content campaign, you first need to build an awesome landing page to gate the content. You’ll see that there’s not a lot of copy here – a headline, some supporting text and a form. Don’t be scared to play with the information you capture. Asking for a field like “favorite band” makes the campaign feel like it’s coming together, and then you can use that information in emails.
- We created an interactive content experience.
- We turned it into a Webinar
- We promoted it on online communities where we knew our audience was hanging out.