How to sell a premium content package to inbound clients

www.contentmarketingblueprint.com

CMB Partner Office Hours

How to sell a premium content package to your inbound

clients.Every Tuesday @3pm Eastern

www.contentmarketingblueprint.com

www.contentmarketingblueprint.com

Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion

Extra time: CMB Partner Questions

www.contentmarketingblueprint.com

Max TraylorDirector of Client Services Innovative Marketing Resources

@TheMaxTraylor

+MaxTraylor

Linkedin/in/maxtraylor

www.contentmarketingblueprint.com

Your Hosts

Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources

President| Do Not Call Protection

Stefan SurkaBusiness Development| CMB

www.contentmarketingblueprint.com

What is the CMB Community?

Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.

Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint

www.contentmarketingblueprint.com

After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article

www.contentmarketingblueprint.com

Today’s Question:

How can I sell a premium content package to my inbound marketing clients.

www.contentmarketingblueprint.com

www.contentmarketingblueprint.com

First, what is the role of premium content.

www.contentmarketingblueprint.com

Agency services overview

Strategy services (Buyer persona, CMB, Website optimization plan

Development Services (Inbound Engine)

Support Services (Content creation, consulting, PR, Social Media)

www.contentmarketingblueprint.com

Convert Visitors to Leads

www.contentmarketingblueprint.com

The Role of Premium Content

(Awareness Stage)

• Convert website visitor to a lead• Establish trust & thought leadership• Answer the buyer’s top questions about their

problem• Establish how your brand can help solve their

problem

www.contentmarketingblueprint.com

Symptoms

Low site conversion rate

Low quality of leads

www.contentmarketingblueprint.com

What is a premium content package?

www.contentmarketingblueprint.com

A premium content package is…

Professionally written 2000-3000 word whitepaper/ebook

Designed document in in-design

Call to action buttons

Landing page

Thank you page

Follow up email

www.contentmarketingblueprint.com

Premium Content Outline

Establish context

Options to solve the reader’s problem or accomplish their goal

Your recommended approach

Next steps to learn more

www.contentmarketingblueprint.com

Selling a premium content package

www.contentmarketingblueprint.com

When to sell a premium content package…

Building the client’s inbound marketing engine Aligned with major problems / goals of the buyer.

Add-on project New problems / goals discovered over time Industry hot topics

www.contentmarketingblueprint.com

Scope of work

www.contentmarketingblueprint.com

Roles

Client’s subject matter expert

Project manager (Inbound Marketing Consultant)

Content team (in house or outsource)

Design team (in house or outsource)

www.contentmarketingblueprint.com

Overall process

1. Subject matter expert interview

2. Create an outline

3. Create 1st draft

4. Create final draft

5. Document design

6. Landing page, thank you page, follow up email creation

www.contentmarketingblueprint.com

Project manager overview

Premium content brief

Interview call

Reviews content with client for feedback

Landing page

Thank you page

Follow up email

Total time investment: 5 hours

www.contentmarketingblueprint.com

Content manager overview

Discovery call

Create an outline

Final copy of outline

Edits on first draft

Creates final draft

Total time investment: 8.75 hours

www.contentmarketingblueprint.com

Design manager overview

1st draft whitepaper

Final draft

CTA buttons and hero images

Total time investment: 7.5 hours

www.contentmarketingblueprint.com

Client overview

Reaching out to subject matter experts

Subject matter expert call

Call to review outline

Give feedback on outline

Review 1st draft and add comments

Review 1st draft of designed doc and give comments

Client reviews CTA buttons, landing page, thank you page and follow up email and gives comments

Total time investment: 4.75 hours

www.contentmarketingblueprint.com

Writing budget (Freelancers)

$500

www.contentmarketingblueprint.com

Pricing and Timeline

5 weeks start to finish

Client price: $3,850

COGS + Labor: $1,293

Gross Margin: 66%

www.contentmarketingblueprint.com

Download the asset

Proposal copy

Step by step guide to delivering the service

Whitepaper outline

How to: landing page, thank you page, follow up email

Cost breakdown

www.contentmarketingblueprint.com/blog

www.contentmarketingblueprint.com

Next Session: Tuesday July 1st @ 3:00 PM EST

“How to sell monthly blogging services”

Sign up at: www.contentmarketingblueprint.com/2014-

webinars