Content for Lead Generation

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Dayna RothmanSr. Content Marketing Manager, Marketo and Author of Lead Generation for Dummies @dayroth

66%-90% of the buyer’s journey is complete before that buyer reaches out to a sales person.

68% of consumers spend time reading content from a brand they are interested in.

Content marketing helps your brand stand out.

…and reduces risk for your buyers.

Many marketers think creating great content is an uphill battle.

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Your Team.

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Staffing for Content Creation

• Get Stakeholder buy-in• Appoint executive editor • Invest in content creators

• Content consumers• Great communicators• Great project managers

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Chief Content Officer/Director of Content

• Marketo - VP of Product Marketing • Executive leadership• Responsibilities could include:

• Owns story of the business• Content final approval• Audience development/influencer relations• Measurement/business accountability

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Managing Editor

• Content strategy and creation • Vendor coordination • Production• Scheduling • Consistency• SEO • Publishing• Blog management

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Content Creators

• Additional team members• Internal SMEs• Outsourced writers• Outsourced design agencies • Partners, customers, and other thought leaders

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Organizational Content Contributors

How do you get the thought leaders in your company to create content?• Stakeholder /executive support• Grass roots evangelism• Training• Incentive programs• Create a splash!

Content Planning.

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Persona Creation and Buyer Journeys

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VS.

Content Arcs and Themes

Product Releases

New services

Trends

Hot Topics

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Mapping Content

• Mid Stage Gated? Yes

• Late Stage Gated? Mostly No

• Early Stage Gated? No

Lean Content Creation.

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Repurpose Content

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Repurpose “Big Rock” Content Example

Definitive Guide to MA:

Webinars:

Ebooks:

Infographics:

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Videos:

Blogs:

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Repurpose Blogs

Blog to Ebook

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Rewrite and Redesign

Before After

Promoting Your Content: A Sample Plan

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Webinars

• Expand your reach for a key ebook by offering a webinar

• Asset: Definitive Guide to Social Marketing• Webinar 1: The Definitive Guide to Social Marketing

Webinaro Registrants: 2,775 Attendees: 588o Recorded Asset: 16,000 views

• Webinar 2: The ROI of Social Marketingo Registrants: 2,289 Attendees: 568o Recorded Asset: 3,000 views

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Be Everywhere with Your Asset Art

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Website Real-Estate

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Blog Promotion

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Email Promotion

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Social Promotions

• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs• Facebook Ads: 2620 Downloads• Twitter Ads: 1,430 views, 31 Form Fill-outs • SlideShare: 7,641 views, 312 Downloads

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Visual Content for Social

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Pay-Per-Click

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Lead Nurturing Plugs the Leak

Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

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MQLSAL

SQL

Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg•% Slow Leads: 80%•50% more MQLs at 33% lower cost per lead

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7 Key Takeaways

1. The way buyers buy has changed forever—the way we market and sell must change as well.

2. Publish/own content to help leads find you.3. Investing in the right team is the key to success.4. Do more with less by using lean content creation5. Multi-channel content promotion will give you biggest

bang for your buck.6. Create content for all stages of the buying cycle 7. Thing big, start small, move quickly!

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