This slide deck is from a webinar with Jonathan Herrick of Hatchbuck and Brittni Kinney of Influence & Co. in which they discussed how to successfully use content to generate more leads. They covered: - how to create a content strategy - content tactics that generate leads - how to measure success with your strategy - the tech you need to execute your strategy

1. How to Create a
Content Strategy That
Generates Leads
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2. YOUR PRESENTERS
Jonathan is the co-founder and chief sales and
marketing officer at Hatchbuck, an all-in-one sales
and marketing platform based in St. Louis.
Jonathan has a passion for cultivating his team’s
culture, spending time with his family, and working
to make a difference in the St. Louis community.
Jonathan Herrick
Co-Founder and CMO
hatchbuck.com
Tweet: @JonathanHerrick
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Brittni Kinney
VP
influenceandco.com
Tweet: @bkblackandgold
Brittni Kinney is a VP at Influence & Co. who
loves discussing how content marketing can
help any marketing strategy achieve its full
potential. She likes her coffee black and her
whiskey straight, and she loves traveling.

3. WHY WE ARE HERE
How to Create a Documented
Content Marketing Strategy
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How the Marketing
Funnel Works
The Content Tactics That
Generate Leads
How to Measure Success
The Tech Needed

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

5. +
Top of the Funnel:
Reach a New Audience
Middle of the Funnel:
Engage and Convert
Bottom of the Funnel:
Nurture and Engage
HOW THE MARKETING FUNNEL WORKS
CONTENT MARKETING + LEAD GEN

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

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

10. +
THE CONTENT TACTICS THAT GENERATE LEADS
FILL YOUR EDITORIAL CALENDAR WITH THE RIGHT CONTENT
Middle of the Funnel:
• On-site 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
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Clickbacks to website
New visitor rate
Lead conversions

14. THE TECH AND TOOLS YOU’LL NEED
Website CMS and blog
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Marketing
automation system
Sales CRM
Access to website analytics
A social following

15. THE TECH AND TOOLS YOU’LL NEED
Website CMS
and blog
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16. THE TECH AND TOOLS YOU’LL NEED
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Marketing
automation system

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

18. THE TECH AND TOOLS YOU’LL NEED
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Access to
website analytics

19. THE TECH AND TOOLS YOU’LL NEED
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A social
following

20. READY TO TAKE THE NEXT STEP?
SIGN WITH US WITHIN 90 DAYS
AND GET $500 OFF!
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RESOURCES FOR YOU!
INFLUENCE & CO.
CONTENT STRATEGY
CHECKLIST
CMA
Visit: https://offers.influenceandco.com/hatchbuck-webinar-promo
THE CONTENT MARKETER’S GUIDE
TO SALES ENABLEMENT

21. SIGN UP BY OCTOBER 15TH TO RECEIVE
THE $299 QUICKSTART PRO PACKAGE
FREE!
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RESOURCES FOR YOU!
HATCHBUCK
CONTENT MARKETING PLAYBOOK
Visit: https://www.hatchbuck.com/resources/

22. Questions?
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