Ready to explore how content marketing applies to each stage of the B2B buying cycle? Through best practices and real life examples, you’ll learn which content approaches work best for converting visitors to prospects, transforming prospects to engaged leads, and qualifying engaged leads as sales-ready.

2. Content that Drives
Conversions
ChrisBaggott,Compendium
NolinLeChasseur,Brainrider

3. Introductions
Chris
Baggo+
CEO,
Compendium
@chrisbaggo+
|
@compendium
Nolin
LeChasseur
Partner,
Brainrider
@nolin
|
@brainrider

4. • Nolin – Defining your buyer, 5 steps to creation, Examples
• Chris - History, What converts, Case study
• Create content that converts
• Measure what’s working
• Look In Unusual Spots for Content
What you’ll learn in the next 30 min

5. CREATING CONTENT THAT
CONVERTS
Nolin LeChasseur, BrainRider

6. Map content to the buying decision...
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education &
Benchmarks
Solution Options &
Product Suitability
Proof Points &
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
• What is the solution &
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How to choose a vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• Working with us
• How to buy

7. 5 keys
to creating
content
that
converts
1. IdenAfy,
plan,
and
organize
by
customer
needs
&
pains
2. Leverage
your
company’s
subject-­‐ma+er
experAse
3. Target
buyer
intent
search
keywords
and
phrases
4. Describe
your
content
using
customer
language
5. Test
&
learn
with
light
tacAcs,
then
scale
winners
into
heavier
tacAcs

8. Identify, plan, and
organize by customer
needs and pains.

9. Identify customer needs & pains
• How to …
• How do I …
• Do I need more/less …
• Should we …
• Comparing …
• Choosing a …

10. Plan & organize content assets by
customer needs & pains

11. Leverage your
company’s subject
matter expertise.

12. Citibank targets SMBs…

13. …with marketing advice.

14. Find subject-matter expertise that
connects with customer needs.
• Who are your SMEs and what do they know?
• Reverse engineer what you already sell
• Ask your customer-facing staff
• What search terms are driving site traffic?
• What on-site search terms are common?
• What searches are high volume?

15. Target buyer-intent
keywords and
phrases.

16. Look at longer search phrases for
suffixes that show buyer intent.
…jobs in San Francisco
…job description
…comparison
…alternatives
…white paper
…pricing
…best practices
…pricing comparison
…implementation guide
…consulting hourly rate
…email/landing page template
…requirements document
…contract terms
…structure of team
MARKETING
AUTOMATION…

17. Describe your
content using
customer language.

18. Which one is buyer-focused?
MarkeAng
AutomaAon
Vendor
Comparison
Guide
MarkeAng
AutomaAon
Buyers
Guide
Another
Be*er
B2B
Marke/ng
Resource
Another
Be*er
B2B
Marke/ng
Resource

19. Which one is buyer-focused?
MarkeAng
AutomaAon
Vendor
Comparison
Guide
Another
Be*er
B2B
Marke/ng
Resource
MarkeAng
AutomaAon
Buyers
Guide
Another
Be*er
B2B
Marke/ng
Resource

20. Which one is buyer-focused?
How
To
Sell
MarkeAng
AutomaAon
To
Your
Boss
MarkeAng
AutomaAon
Requirements
Document
Example
&
Template
Another
Be*er
B2B
Marke/ng
Resource
Another
Be*er
B2B
Marke/ng
Resource

21. Which one is buyer-focused?
How
To
Sell
MarkeAng
AutomaAon
To
Your
Boss
MarkeAng
AutomaAon
Requirements
Document
Example
&
Template
Another
Be*er
B2B
Marke/ng
Resource
Another
Be*er
B2B
Marke/ng
Resource

22. Test & learn with
light tactics, then
scale winners into
heavier tactics.

23. Test & learn with light tactics
• Social media sharing
• Social publishing
• Blogging / guest blogging
• Article syndication / contribution

24. • Dense marketing assets: White papers, ebooks
• Recorded media: webinars, podcasts, videos
• Image media: infographics, illustrations, presentations
• Training materials
• Support manuals, user forums, knowledge base
• RFP responses & sales proposals
Repurpose existing assets buried
deep inside your content shoebox

25. Measure website engagement

26. Measure content engagement

27. Measure form & LP conversions

28. See what contributed to a sale
RESOURCE
MarkeAng
AutomaAon
OpAmizaAon
Checklist
RESOURCE
2013
B2B
MarkeAng
Budget
AllocaAon
Tool
RESOURCE
Be+er
B2B
MarkeAng
Checklist
WEB
VISIT
PAGEVIEWS
Web
content
about
planning
&
content

29. SIMPLE WAYS TO MASSIVELY
INCREASE YOUR CONTENT
Chris Baggott, Compendium

30. Insurance
Car Insurance
Motor Insurance
Life Insurance
Home Insurance
Insurance Rates
Health Insurance
Motorcycle Insurance
Liability Insurance
Cheap Insurance
Minimum Insurance
Homeowners Insurance
Auto Quote
Home & Auto Discounts
Term Insurance
Travel Insurance
Online Car Insurance
Flood Insurance
Compare Insurance
Commercial Insurance
Business Insurance
Medical Insurance
Commercial Vehicle Insurance
Umbrella Policy
Farm Insurance
Renters Insurance
Pet Insurance
Hurricane Insurance
Easy Claims
Dental Insurance
Insurance
Car Insurance
Motor Insurance
Life Insurance
Home Insurance
Insurance Rates
Health Insurance
Motorcycle Insurance
Liability Insurance
Cheap Insurance
Minimum Insurance
Homeowners Insurance
Auto Quote
Home & Auto Discounts
Term Insurance
Can you think of the top 30
Topics prospects and
customers might be
interested in?
SUPPOSE YOU ARE
AN INSURANCE COMPANY
Travel Insurance
Online Car Insurance
Flood Insurance
Compare Insurance
Commercial Insurance
Business Insurance
Medical Insurance
Commercial Vehicle Insurance
Umbrella Policy
Farm Insurance
Renters Insurance
Pet Insurance
Hurricane Insurance
Easy Claims
Dental Insurance

31. Create customer personas
Demographics
Motivations
Characteristics
goals

32. 30 TOPICS
X 5 Personas
150 CONTENT ELEMENTS

33. SALES FUNNEL
Typical
INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES

34. 30 TOPICS
X 5 Personas
150 CONTENT ELEMENTS
x 5 stages of the funnel
750 CONTENT ELEMENTS

36. 3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
FACEBOOK
GROUPS / FORUMS
YOUTUBE
LINKEDIN
GOOGLE+
ONLINE MAGAZINES
PINTEREST
TWITTER
NEWS SITES
INSTAGRAM
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
Source: Technorati

46. 325% Increase in Sales
ready leads
9000 Content elements
created

47. Email
sourced
content

48. The buyer
is in control.

49. What next? Let’s Talk!
Chris
Baggo+
CEO,
Compendium
Nolin
LeChasseur
Partner,
BrainRider
Subscribe to more helpful B2B
Marketing content:
@Brainrider | @Nolin
Subscribe to more helpful B2B
Marketing content:
@Compendium| @ChrisBaggott