Content Marketing for Lead Gen: How to Get Started

Content Marketing for Lead Gen: How to Get Started

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BASICS

Introduction

Next Generation CMS software, combining web content management, email marketing and multi-channel campaign management.All delivered in the cloud.Over 200 customers in industries including software and technology, higher education, healthcare and sports and entertainment.

Marketing Services at the intersection of art and science.

Integrated offering including:• brand development• digital strategy• website redesign• social media• advertising and communications• analytics and optimization

Introducing Nicole Capelo

Marketing Specialist at Marqui

Expertise:

• Content marketing

• Web marketing (blogs, social media engagement, email marketing)

• Copywriting

• Communications

Introducing Dan Biggs

Digital Strategist at Station X Communications

Expertise:

• Web analytics

• User experience

• Information architecture

Clients:

• Sleeman Breweries

• Mercedes-Benz

• 7-Eleven

• Corix

AGENDA

1. What is Content Marketing and

How Does it Work? Definition,

History and Guiding Principles

2. Gating Strategies

3. Real World Examples

4. Kick-Starting Your Content Marketing Program

5. Q+A

Content Marketing…In 20 Words or Less

Content marketing involves creating and

distributing educational content, or content of

value, to attract new customers and maintain

loyalty.

There’s no marketing without content.

The Infinite Power of Story

HISTORY

“The History of Content Marketing”, Joe Pulizzi’s blog at Content Marketing Institute, 2012.

HISTORY

“A Brief History of Content Marketing”, MarketingProfs, 2011.

TODAY

• B2B buyers are turning to the web to research purchases. Buyers may evaluate up to 10 sources of information before even speaking with a potential vendor. *

This means:

• Longer sales cycles

And

• Increased emphasis on accessible web content that guides prospects through the purchase funnel

* Corporate Executive Board’s Marketing Leadership Council research, 2011.

A Changed Buyer

How Does It

Work?

EXCHANGE

How Does It Work? Some Principles

Relevancy

OriginalityValue

Content M

apping

G

ating Content

“Gating” content is the practice of exchanging premium thought

leadership content for a prospect’s contact information.

G

ating Content

“Gating” content is the practice of exchanging premium thought

leadership content for a prospect’s contact information.

Tier 1: Paid content

Tier 2: Gated Content

Tier 3: Non-gated content$

$

Gated Not Gated

• Whitepapers• Webinars/Events• Instructional videos• Newsletters• Detailed case studies• White papers

• Simple case studies• Promotional videos• Simple product demos• Blog posts• Infographics

G

ating Content

Non-gated content should be used for:• Generating viral spread and shares on social

media networks• Generating interest and establishing a

presence in the market• Traffic generation through SEO and incoming

links• Establishing trust in your brand, company or

products• Establishing value of your thought leadership

content

G

ating Content

Gated content should be used for:• Custom research• Software tools• Providing solutions about how your product

can solve client pain points

Real Examples

General Electric: The GE Show

General Electric: The GE Show

General Electric: The GE Show

SolarWinds: Free Trials and Training

SolarWinds: Free Trials and Training

Marin Software

Marin Software: Co-branded Webcasts

What content do you already have? • Auditing your content• Auditing your buying process• Refreshing old, creating new and remapping content

Kickstart Your Content Marketing Program

• Gathering market intelligence• Create material around your company’s solutions • Why mediocre content doesn’t work • Letting data drive content development

What Content do you Need to Make?

• Developing a process• Create content calendar• Assigning a “storyteller” for your organization• Finding and briefing subject matter experts

Your Content Development Team

• Email: Great for nurturing prospects• Social media: Fostering a two way conversation• Paid Search• SEO: Great content will generate organic search results

Different Channels, Different Purposes

Next Gen Content Management System (CMS) • Agility of putting content on the web quickly and easily• Ease of distribution of content over multiple channels• Measuring the success of content’s effectiveness

The Essential Toolset for Content Marketing

Analytics System• Measuring the traffic and conversions of channels • Testing lead generation forms• Understanding content demands of prospects

Social Media Tools• Monitoring conversations and questions on social networks• Synch messaging over social media channels • Tracking social media shares

Want to see Marqui in action?

Join us for a live product demo. Click the link in the GoToWebinar chat window to register.

Q & A

Dan Biggs, Digital StrategistStation [email protected]

Nicole Capelo, Marketing [email protected]

DM us on Twitter www.twitter.com/Marqui_CMS or www.twitter.com/therealstationx