Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
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Building a Content Marketing Engine to Accelerate Revenue Growth Learn how BreakingPoint drove triple digit revenue during the "great recession" by creating a content marketing engine. Pam O'Neal will discuss the "not so obvious" roles content plays in accelerating demand generation and how to develop the right content marketing strategy, trigger buyer pressure points and continue to fuel your engine. * Pam O'Neal, VP Marketing, BreakingPoint (@poneal)
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Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint
- 7. Give the market …… a way to find you …… . a reason to talk about you …… . and make it easy for them to do it
- 9. Obsess
- 11. Source: TechTarget 2009 Media Consumption Report: Mindset of the IT Pro During the Recession
- 12. Create, Curate, Share Variables Considerations Target buyer Who is this for? Stage in buying cycle Where are they in the cycle? Topic What are the buyer’s concerns? Key message How can we address these concerns? Content source Who can provide information – employees, partners, customers, analysts? Call to action What do we want the prospect to do next? Remarkable traits What will make this worth sharing?
- 13. Info- graphics Webcasts Blog Posts Articles Slide Share Tutorial Screen-cast White Paper
- 16. Content Aggregation Content Distribution
- 17. Use Case Targeted Sales Presentations Membership in BreakingPont Group and Other Key Groups Monthly Webcast Promotions Key Messages and Thought Leadership Content
- 18. . . . .
- 19. LAUNCH LEADERSHIP Popular Content/Low Relevance +/- More Relevant Content +/- Content Testing *Leads
- 20. Case in Point: Chase
- 21. Pam O’Neal Vice President of Marketing BreakingPoint Systems Connect: www.linkedin.com/in/breakingpoint Follow: @poneal Contact: [email_address]
Notes de l'éditeur
- Awareness – Link bait, viral, WOM, - when was the last time a customer enthusiastically shared your web page? Leverage killer content to entice others to carry your message. Interest – Curiosity – trigger pain of knowledge gap to interest in topic – move to engaged. Engagement – don’t just publish, always be thinking about engaging – capturing a link to re-engage in the future. Use credibility of your content-based approach to convince them to engage. Education – Use content to bang the thought leadership drum. Have you demonstrated a commitment to educating your buyer ? Preference – credibility, have others recommended your content, interviewed or blogged about you. Purchase – you’ve set the requirements bar for yourself, established credibility and a commitment to the user, now show the ROI and the deal is done. Loyalty – customer advocacy – WOM – not a function of gifts and praise, but of making the customer an expert at his/her job, hero. Do this by educating and empowering. Chase Paymentech – 2 week deal -
- Mine for opportunities Google Alerts, RSS Feeds LinkedIn, Forums BuzzStream, Workstreamer Radian6, Mbuzz, etc. Analyze keywords Monitor web traffic Identify, prioritize and create content for buyer needs, issues Monitor priority sites and conversations
- Your Hub – Blog Plus Social Presence Conversion Cultivate Pull with targeted, provocative content Pull with SEO, viral content Push with email, partners Capture with conversion strategy Sustain
- Great Content
- SEO strategy Optimize infographics Viral: Educational Sales: Product specific Slide presentations Video
- B2B buyers want content that “educates”. They want content specific to their jobs and industry.