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4 Best Content Strategies to Generate Kick A** B2B Leads

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My presentation at Digital Olympus event - 21st June 2016
Questions: Contact me via usermagnet.io/connect/

Published in: Marketing
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4 Best Content Strategies to Generate Kick A** B2B Leads

  1. 1. 4BestContentStrategiesto GenerateKickA**B2BLeads by Pawel Grabowski Founder and Chief Copywriter – usermagnet.io @pawelgra77 | @usermagnetio
  2. 2. @pawelgra77 | @usermagnetio Irritating GeneratingLeadswithContentis: Frustrating Disheartening
  3. 3. InboundMethodology @pawelgra77 | @usermagnetio
  4. 4. @pawelgra77 | @usermagnetio
  5. 5. @pawelgra77 | @usermagnetio
  6. 6. CanyouREALLYgenerateleadswith content? @pawelgra77 | @usermagnetio Yes butthere’sacatch
  7. 7. @pawelgra77 | @usermagnetio Togenerateleadsyouneedtodoatouch morethanjustpublishgreatcontent Youneedtouseacontentstrategythat canactually deliverleads
  8. 8. @pawelgra77 | @usermagnetio “Contentcanonlydelivertrafficand brandawareness” Some Marketers
  9. 9. @pawelgra77 | @usermagnetio
  10. 10. @pawelgra77 | @usermagnetio “TheRoleofContentistoGenerate tangibleresults–leads,users,links…” Other Marketers
  11. 11. @pawelgra77 | @usermagnetio Bothgroupsareright! Andthat’sBecause…
  12. 12. @pawelgra77 | @usermagnetio Youusedifferentstrategiestoachieve thoseoutcomes Traffic/Awareness/ Buzz/Virality Leads, Users, Links… Picking the wrong strategy is a common problem (and the main reason for failing to achieve content marketing goals)
  13. 13. LeadGenerationwithContent Myths @pawelgra77 | @usermagnetio
  14. 14. @pawelgra77 | @usermagnetio Myth#1 ContentCanDeliverSales-ReadyLeads Nope!
  15. 15. @pawelgra77 | @usermagnetio
  16. 16. @pawelgra77 | @usermagnetio SEO,PPC,OnlineAdvertising, Local Search… WarmLeadsreadytobuy Content ColdLeads Content delivers leads at the early stage of the buying cycle that need to be nurtured before you can forward them to sales.
  17. 17. @pawelgra77 | @usermagnetio Myth#2 OnlyGatedContentDeliversLeads NopeAgain!
  18. 18. @pawelgra77 | @usermagnetio Certaintypesofcontentcanactually generateleadswithoutforcinganyoneto signupforyourlist
  19. 19. 4BestContentStrategiesto GenerateKickA**B2BLeads @pawelgra77 | @usermagnetio
  20. 20. @pawelgra77 | @usermagnetio LeadMagnets Webinars SlidesharePresentations Podcasts
  21. 21. @pawelgra77 | @usermagnetio LeadMagnets “A lead magnet is anything that your potential customers will find valuable.” – Massimo Chieruzzi, CEO, AdEspresso “A lead magnet is an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.” – Ryan Deiss, CEO, DigitalMarketer “A lead magnet is the (free) offer you make to get visitors’ email addresses.” – Peep Laja, CEO, ConversionXL “A resource you offer in exchange for a person’s email and a chance to develop a relationship with them”. – Moi J
  22. 22. @pawelgra77 | @usermagnetio LeadMagnets eBooks Guides Whitepapers Tools Templates
  23. 23. @pawelgra77 | @usermagnetio TobeEffectiveLeadMagnetsMust: • relatetoSpecificknowledgeyouridealleadslack • promiseasolutiontoaveryspecificproblem • beeasytoconsumewithin minutes
  24. 24. @pawelgra77 | @usermagnetio GeneratingLeadswithLeadMagnets: Leadcaptureforms
  25. 25. @pawelgra77 | @usermagnetio Webinars
  26. 26. @pawelgra77 | @usermagnetio Webinars 77% of marketers run webinars to generate leads – ClickMeeting report “Basedon asurveyweconductedwithourclients,between20% and40% ofwebinarattendeesturnedintoqualifiedleads”- ReadyTalk
  27. 27. @pawelgra77 | @usermagnetio BenefitsofRunningWebinars • Attractingpeoplewith astrongintentandbrandrecognition. • GainingaGlobalReachforyourBrand • RaisingPerceived authorityandStatus • Developing StrongPartnerships • BuildingA ContentLibrary
  28. 28. @pawelgra77 | @usermagnetio GeneratingLeadswithWebinars Before • Signing up for the webinar After • Making offers • Pointing to additional (often gated) resources During • Follow ups • Additional offers • Additional resources to move them to a more qualified list
  29. 29. @pawelgra77 | @usermagnetio SlidesharePresentations
  30. 30. @pawelgra77 | @usermagnetio SlidesharePresentations • Access toThe Linkedin’sAudience • Search Visibility • Authority • Leads
  31. 31. @pawelgra77 | @usermagnetio SlidesharePresentations ThreeWaystoGenerateLeads
  32. 32. @pawelgra77 | @usermagnetio Podcasts
  33. 33. @pawelgra77 | @usermagnetio Podcasts Leads? Nah!Impossible Andyet…
  34. 34. @pawelgra77 | @usermagnetio Podcastingisahugelysuccessful leadgenerationchannelfor attractingnewcustomers
  35. 35. @pawelgra77 | @usermagnetio PodcastingListeninggrew by 23%between 2015 and2016–Convince and Convert 67%ofpodcastlisteners don’tmindsponsorshipmessages andoccasionally findthem useful Podcastlistenersstay tuned5 times longerthanreadingablog post Thesame numberofAmericans listentopodcastsandusetwitter
  36. 36. @pawelgra77 | @usermagnetio Podcasts Allowfor MultipleWaystoGenerateLeads PointingListeners toleadmagnets intheShow Notes MentioningAdditionalResourcesthatcouldleadto signupforms Pointingto yoursite, services orproducts
  37. 37. @pawelgra77 | @usermagnetio ToRecap: ContentCanHelpRaiseBrandAwareness AND Generate Leads…Butyouneedto usedifferentstrategies toachieve thoseresults. ContentDelivers LeadsattheEarly Stage oftheBuyingCycle Youdon’thave togatethe contentbehindaformtogenerate leads 4bestcontentstrategies togenerate kicka**B2B Leadsinclude: LeadMagnets,webinars,slidesharepresentations,andpodcasts
  38. 38. @pawelgra77 | @usermagnetio Questions? Pawel Grabowski Founder and Chief Copywriter – usermagnet.io More Questions? Email me at: pawel@usermagnet.io

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