"Bringing Home The Trophy Creating Content That Generates Leads" Jim Brown: Director of Business Development Compendium
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SEO isn't enough to keep a sales pipeline filled. To do that, you also need to develop great content that directs prospects to your website and keeps them engaged. Learn the top questions your prospects are looking to answer then actively create and execute a more relevant content strategy that generates leads.
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"Bringing Home The Trophy Creating Content That Generates Leads" Jim Brown: Director of Business Development Compendium
- 2. #DemandJen13 – @jim_brown Why is Content Critical? Google Social Email
- 3. #DemandJen13 – @jim_brown Why is Content Critical? “74% of C-level executives say the Internet is very valuable for finding information and 53% say they prefer to locate information themselves.” Forbes Insight –The Rise of the Digital C- Suite “[Business] buyers are two-thirds of the way through their buying process before they engage with vendors.” Forrester –The Lead-Nurturing Payoff “B2B customers are delaying serious engagement with sales until they are 57% of the way through the purchase process.” Corporate Executive Board
- 4. #DemandJen13 – @jim_brown “Content marketing is all the marketing that is left.” Seth Godin Best Selling Author
- 7. #DemandJen13 – @jim_brown Personas Kim Weber Corporate Marketing Manager “There is always something to be done. I need tasks to be simple and easy so I can focus on the more important things in life, like my son Brady.” Behaviors & Culture • Slightly unorganized • Very practical but easily flustered • Honest and sincere • Passionate Sample Search Queries • Differences in marketing automation software • Sales Force data services • B2B appointment setting Challenges • Managing multiple tasks at once • Coping when “life” happens and goes against her “plan” Fears • Feeling unaccomplished • Getting off task • Getting fired Needs & Expectations • Simplicity • Products and services that are easy to understand and choose • Anything that is in the best interest of her son Motivations • Checking things off her “to-do” list • Feeling accomplished • 5pm on Friday Known Information: User Category: Software End User Age: 31 Race: White Education: Bachelors Degree Employment: Full time Household Income: $45,000 Family: Divorced, Single mother
- 8. #DemandJen13 – @jim_brown Customer Engagement Cycle Stage Questions Asked Awareness How can I find/fix/help __________? Consideration What do I need to consider when purchasing __________? Inquiry What options/solutions does this company offer? Purchase Why is it better to purchase from this company over another? Retention What would make me purchase from this company again?
- 9. #DemandJen13 – @jim_brown Topic Modeling [your brand] [your brand] review best [your category]
- 10. #DemandJen13 – @jim_brown Topic Modeling
- 11. #DemandJen13 – @jim_brown Topic Modeling
- 12. #DemandJen13 – @jim_brown Topic Modeling
- 13. #DemandJen13 – @jim_brown Topic Modeling
- 14. #DemandJen13 – @jim_brown Tyler Cole IT Director Kim Weber Marketing Manager Kevin Rogers VP Marketing
- 15. #DemandJen13 – @jim_brown How Much Content? 5Content Ideas 3x Personas 5x Lifecycle Stages 75= Pieces of Content!
- 16. #DemandJen13 – @jim_brown Editorial Calendar
- 18. #DemandJen13 – @jim_brown Most Popular Content Tactics
- 20. #DemandJen13 – @jim_brown Original ▪ Blogs ▪ Articles ▪ Buyer Guides ▪ Demos ▪ Webinars ▪ Infographics ▪ Interviews ▪ Etc.
- 25. #DemandJen13 – @jim_brown Repurposed ▪ Email ▪ eBooks ▪ Tweets ▪ LinkedIn ▪ Automation ▪ Buyers Guides … ▪ Articles
- 28. #DemandJen13 – @jim_brown Author Rank
- 30. #DemandJen13 – @jim_brown Social Reach
- 31. #DemandJen13 – @jim_brown Say It Again…
- 32. #DemandJen13 – @jim_brown Pitch It!
- 33. #DemandJen13 – @jim_brown Copy + Paste
- 35. #DemandJen13 – @jim_brown Demonstrating Content Value
- 36. #DemandJen13 – @jim_brown The Measure of Success Contacts Leads Opportunities Sales Conversion % Most Important