Top Banner @Dave_Marketing Content Marketing Planning for High-Impact Product Launches David Moore Demand Generation Manager

Content marketing planning for high impact product launches

Sep 13, 2014



Product Camp Austin 10 presentation by David Moore

Content Marketing Planning for High-Impact Product Launches

Content Marketing Planning for High-Impact Product LaunchesDavid MooreDemand Generation @Dave_Marketing

Great Product = Great Sales? @Dave_MarketingWhat is Content Marketing?Marketing that involves the creation and sharing of media and publishing content in order to acquire customers. (From Wikipedia)WebinarsVideosWhitepapersBooks/e-BooksBlogsHow-To DocumentsCase StudiesTestimonialsFAQsCatalogs @Dave_MarketingIts getting the right information to prospects at the right time to increase interest and push a prospect towards a buying decision.4Quick Case Study: Workplace AnswersPurchased a list of prospects that match our target marketImplemented SEO & PPC plan to increase visibilityHigh level webinar by a leading SMEEmail invitations and remindersPolling questions to discover pain pointsUse lead grading & poll answers to:Send qualified leads to salesPut Non-Qualified leads in drip @Dave_MarketingQuick Case Study: Workplace AnswersPost-webinar whitepaper to registrantsDemo request form on pageWays to solve prospects pain pointsOnline product demos Case studies & testimonialsCustomizable sales pitch @Dave_MarketingDid it Work?Email database increased 450%Monthly website traffic increased 300%Lead flow increased: 900%Sales cycle shortened from over 90 days to under 60

Lots of challenges along the wayDid not happen overnight @Dave_MarketingDefine Your Target MarketWho will influence or make buying decision What are their pain pointsHow can your product solve these pain pointsWhat are key product featuresIdentify industry thought leaders @Dave_MarketingContent PlanningDifferent content is relevant at different timesGoals and targeted outcomes differ at each stagePush the prospect toward buying decision @Dave_MarketingBuilding AwarenessPurposeContent ToolsCast a wide netDrive new traffic to website/storeBuild a database of potential customersEmail/ Direct MarketingSEO & PPCTraditional AdvertisingPartnerships w/ Industry LeadersPress ReleasesSocial @Dave_Marketing10Sharing KnowledgePurpose Provide valuable info but dont spill all your candyBe seen as an a valuable resourceDrive repeat visitsDevelop loyal following

Content ToolsNewslettersGeneral topic webinarsShort WhitepapersSocial Shares @Dave_MarketingGetting ConsiderationPurposeContent ToolsRaise interest levelGenerate qualified leadsDemonstrate benefits more than features

Client TestimonialsTargeted Case StudiesProduct Demonstrations @Dave_MarketingThis is about the time leads are getting delivered to sales. Get feedback from sales & modify as new pains are discovered.12Finally SelectionDirect Contact From SalesMore detailed informationLonger and more technical

Content ToolsCompetitor comparisonsTechnical whitepapersSales pitch Decks @Dave_MarketingMaking it All Come TogetherGet the Right ToolsA Good, Coordinate TeamSoftware Solutions Clear Campaign Outlines for SalesWho, What, When, Where & WhyTalking PointsFeedback from Marketing & SalesRemoval of Poor Performing ContentAddition of New Content Improvement of ProcessesNew Product Ideas @Dave_MarketingPotential ChallengesEnsuring brand consistencyTime and resource constraintsTransfer of information @Dave_MarketingAdditional ResourcesMarketingProfsMarketing Sherpa Content Marketing InstituteThe Content StrategistCopyblogerMarketing Automation Companies

PardotEloqua @Dave_Marketing

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