Part 2 of a 2-part series on how the best marketers are creating content quickly. Click the link on the last slide for a free copy of the eBook.

1. How the Best Marketers are
Producing Great Content Quickly
(Part 2 of 2)
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2. As part of a sales and marketing project, I recently
performed a content audit for a B2B technology
company.
Here are the results:
 14 categories of content
(i.e. eBooks, Podcasts, Case Studies, etc.)
 154 individual pieces of content
Buying Process Stage Content Distribution Conversion Rates
(by stage) (by stage)
Attention (A) 50% 2 - average
Interest (I) 25% 1 – below average
Desire (D) 5% 3 – ABOVE AVERAGE
Action (A) 20% 1 – below average

3. THE PAIN
 Middle funnel content is
the most effective
content in moving a
prospect towards
becoming a customer
 “Desire” content scored
ABOVE AVERAGE, but
only had a 5% distribution
rate and 8 pieces of
content in bucket!!
 These 8 will eventually
grow stale and cause a
leaky funnel
Leaky funnel = missed revenue targets
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4. The study showed it was
not the quality of the
content causing the
conversion problem, but the
COMMUNICATION VEHICLE
used to distribute it!!
(i.e. blog, email, newsletters, etc.)

5. Key Points
1. Benchmark your content to see which is
converting prospects to customers and at
what rate.
2. Perform a content audit to determine if you
have enough pieces, up and down the
funnel, to make the number.
3. Pay attention to the communication
vehicle used to get the content in
the hands of the prospect.
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6. 4 Easy Steps to
Benchmark your
Demand Generation
Content

7. Step #1 – Perform a Content Audit
EXAMPLE
• Key Points
1. Specific content types can serve across
2. Content types can be tailored to a need at the specific stage in the
buying process
Make
decisions
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8. Step #2 – Audit your Competitors
EXAMPLE
WEBSITE CONTENT

9. Step #3 – Mystery Shop your Competition
Pose as a prospect.
Learn how your
competition
uses their demand
generation
content to sell.
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10. Here is an example comparing
two competitors:
ScriptPro vs. Kirby Lester
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11. Step #4 – Interpret the Differences
Both vendors responded inside of 90 mins
indicating the presence of a lead development
We filled out the team. A LDT sits between sales and marketing
form on each site. and their job is to turn leads into opps. This
suggests both marketing departments are skilled
at capturing interest and following up.
The ScriptPro rep qualified us and asked for a
We called into each sales appt. The Kirby Lester rep did not qualify us
888 line. and did not secure the next sales call.
ADVANTAGE ScriptPro
The ScriptPro rep sold the way we wanted to buy.
We asked each for Kirby Lester refused to give us a price. He put his
pricing needs ahead of ours. No intention of engaging KL
information. further. Too difficult to deal with.
11 ADVANTAGE ScriptPro

12. A summary of key points…
 Prospects decide if they are going to buy from you
before they meet you.
 Your demand generation content needs to outsell
your competitor’s content.
 Mystery shopping allows you to benchmark your
content vs. your competition.
What do you do now?
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13. Learn More
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For access to our February ebook – ‘How the Best Marketers are Producing
Great Content Quickly’; click here
If you don’t have a content management process or need help
optimizing your current one,
Contact us to hear the rest of the story...
Email - info@salesbenchmarkindex.com
Phone - 1-888-556-7338
Web: http://www.salesbenchmarkindex.com
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