Building a Content Marketing Program Inside Outsmps-src.org/wp-content/uploads/2018/02/Building-a...• Testimonials Sales Pipeline – Proposal • Initiate drip campaign: • Cost

Building a Content Marketing Program from the Inside OutPerryn Olson, CCMP, CPSM

@perrynolson /in/perryn

What is Content Marketing?

[Source: Content Marketing Institute]

When Did Content Marketing Start?

Source: http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/

Michelin developed 400-page guide for drivers to maintain their cars


Jell-O created a free recipe book


Burns & McDonnell launched “Benchmark” magazine covering engineering


Proctor & Gamble began radio “soap operas”


Hasbro partnered with Marvel to create GI Joe comic book to promote their toys


So, Why Content Marketing?

Buyers Want to Content

96% of B2B buyers want content with more input from industry thought leaders

[Source: Demand Gen Report, 2016 ]

Buying Habits Have Changed

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep

[Source: Demand Gen Report, 2016 ]

Buying Habits Have Changed80.8% of referred buyers check out a firm’s website & they check out 3.2 different channels[Source: Hinge, Beyond Referrals]

Buyers Struggle to Tell Firms Apart

Prospective buyers are not educated enough to discern our technical skills, thus they struggle to evaluate beyond price

Content Marketing Rocks SEO

3x more traffic when B2B companies blog 11+ times a month compared to 0-1 times

[Source: HubSpot, 2015 Marketing Statistics ]

Content Marketing Rocks SEO

7.8x more traffic generated by content marketing leaders than non-leaders

[Source: Neil Patel, 2016]

Increase Non-Client Referrals

81.5% of professionals received a referral from a non-client based on their reputation

[Source: Hinge, Rethinking Referrals]

Command Higher Fees

13x higher fees top thought leaders command compared to average B2B professionals[Source: Hinge, The Visible Expert]

Recruiting

Top talent seeks out mentors to learn from

[Source: Hinge, The Visible Expert]

Disperse Perceived Knowledge & AttentionFor firms with retiring principals, promoting the next gen eases the transition and perceived risk to client

Your Competitors are Doing It

91% of B2B marketers are using content marketing

[Source: B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America from Content Marketing Institute and MarketingProfs]

Content Marketing Works77% of marketers said efforts were moderately to extremely successfulOnly 2% reported their efforts not successful

[Source: B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America from Content Marketing Institute and MarketingProfs]

Content Marketing is Cheaper

62% cheaper compared to outbound marketing, yet generates 3x as many leads

[Source: Demand Metric]

Why Content Marketing?Thought leadership* creates more high

dollar, negotiated work while attracting

like-minded clients & employees

Is Your Firm a Good Fit for Content Marketing?

Good Fit for Content Marketing?Assess current marketing – does any thought leadership already exist?

Culture of education & training?

Do you have a long sales cycle?

Leadership long-term thinking?

BD on the same team as marketing?

Do you have time and/or money?

Decision makers ROI focused?

Selling It to Your Boss

Technicals Want to Educate, Not Sell

Consumer Behavior Changed –Seek Answers Online, Validate Online

Creates Differentiation for Your Buyers

Lowers the Cost of Proposals

ROI (Return on Investment)

Questions?

Buyer Personas

Buyer Personas

Themes

Topic A Topic B Topic CProtection Efficiency Growth

What to Include in Your Toolkit?

Based on Buyer’s Journey

[Source: Content Marketing Institute, 36 Questions to Answer]

Funnel

© Perryn Olson 2016

• Blogs

• Social – LinkedIn & Facebook

• Presentations

• Articles

• Guest Posts

• Direct Mail

• PR

• Infographics

Top of the Marketing Funnel

Middle of the Marketing Funnel• Guides

• Webinars

• Quizzes

• Videos

Bottom of the Marketing Funnel• Case Studies

• Whitepapers

• Hard Offers: Assessments, ROI Review

Top of the Bus Dev Funnel• Tradeshows

• Lobby Events

• Networking

• Telemarketing

Middle of the Bus Dev Funnel• Lunch & Learns

• Roundtable Discussions

• Special Events

Bottom of the Bus Dev Funnel• Fact Finding /Discovery Meetings

• Needs/ROI Analysis

Sales Pipeline – Proposal • Proposals

• Initiate drip campaign:

• Infographic – What’s Next

• Whitepapers

• Case Studies

• Testimonials

Sales Pipeline – Proposal • Initiate drip campaign:

• Cost of Waiting

• Headache of Choosing the Wrong Firm

Ongoing Nurturing

Ongoing Nurturing – New Client• Welcome Kit with Key Team Members’

Pictures & Short Bios

• Team Members Connect via LinkedIn

• Email Newsletters

• Social Media

• Recognize Client Anniversaries

Ongoing Nurturing – Lost Opps• Email newsletters

• Social Media

• Mark contract renewal dates in CRM 6 months prior to renewal

Distribution

[Source: Studio S, An Introductory Guide to Content Marketing]

Employee Advocacy

Frequencypro·pin·qui·ty - noun1. the state of being close to someone or something; proximity.

• Social Media - Daily• Blog - 4 / month• Email - 2 / month• Guest Post - 1 / quarter• Hard Offer - 1 / quarter

• Guide - 2 / year• Webinar - 2 / year• Presentation - As Available• Networking - As Available

Schedule

Selecting Keywords

Guest Posts

Marketing Automation

Potential MetricsGoogle Analytics

• Traffic (Organic & Social)• Time on Website• Bounce Rate

Domain Authority by MozKlout

Conversions [Opt-ins]Email List SizeLeadsClosing RateClosed Business

Questions?

What NOT to Do!

Technical Speaking

Not Focused on the Buyer

Close, But Off the Mark

Salesy

Lack Content at Each Phase

Inconsistent

No Strategy

Two Secrets…

Repurpose All of Your Content

Source: contentmart.com

[Source B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America from Content Marketing Institute and MarketingProfs]

B2B Marketers Outsource

ResourcesContent Marketing Association

HubSpot

Neil Patel

Moz

Influence & Co.

Hinge

Studio S

Thank you!Perryn Olson, CCMP, CPSM

[email protected]

504.888.MyIT

@perrynolson

/in/perryn

Download: http://bit.ly/2no30Im

Building a Content Marketing Program Inside Outsmps-src.org/wp-content/uploads/2018/02/Building-a...• Testimonials Sales Pipeline – Proposal • Initiate drip campaign: • Cost

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