1. The Secrets to Successful
Content Campaigns:
5 Steps to Creating Content
Programs That Convert to Revenue
#ActOnSW
Presented by Sponsored by

2. Welcome Webinar Attendees
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3. Follow this webinar on Twitter
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4. About Demand Gen Report
• Launched in 2007 to track best
practices in lead generation
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than 26,000 readers
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and best practices reports
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5. Panelists
MODERATOR
Janelle Johnson Andrew Gaffney Kim Zimmermann
Director, Demand Gen Editorial Director Managing Editor
Act-On Software Content4Demand / Demand Gen Report
Demand Gen Report

6. The Secrets to Successful Content
Campaigns:
5 Steps to Creating Content Programs That
Convert to Revenue
Join the @ActOnSoftware conversation on Twitter
and discover what others are saying about us:
#ActOnSW
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7. 5 Steps to Creating
Content That Converts
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8. Step #1 – Build the Right Foundation for Your
Content Campaigns
Where to Start:
 Profile buyers and identify pain points, common attributes,
key triggers
 Map content to buyer stages
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9. 56% of advanced B2B marketers
said content-based offers were their
most successful campaigns.
- Demand Gen Report Research
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10. 46% of marketers have still not
developed buyer personas, and 30%
have not conducted a content audit.
- Demand Gen Report Research
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11. Step #2 – Identify Right Content Formula
Where to start:
 Create content in a variety of formats
 Consider shorter, accessible content formats
* 2012 eMarketer
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12. 88% of executives say white papers
are still their favored type --but more
visual formats, such as webinars
(72%); videos (44%); and infographics
(38%) were cited as emerging formats.
- Content Preferences Study
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13. Step #3 – Get Maximum Mileage out of Your
Content
Where to start:
 Look for ways to repurpose/reformat existing pieces
 Break up longer content assets into smaller, digestible formats
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14. 48% of executives recommend
solution providers condense content
to be shorter, 45% suggest not
overloading content with copy.
- Content Preferences Study
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15. Repurpose Content
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16. Break Content into Smaller Pieces
10-page Whitepaper 4 Blog Posts … with more to come
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17. Step #4 – Utilize Content in Lead Gen/Lead
Nurture Campaigns
Where to start:
• Build multi-stage assets—10 Steps/5 Keys/7 Secrets
• Tie related offers together in a logical progression to educate
and accelerate prospects through the buying cycle
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18. Companies that excel at lead nurturing
generate 50% more sales ready leads
at 33% lower cost.
- Forrester Research
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19. Nurture Campaigns
Confirmation Recorded
Whitepaper eBook on Corresponding
Email with webinar on
Download similar topic Infographic
link to asset same topic
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20. Nurture Campaigns
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21. Step #5 – Measure the Impact of Your Content
Campaigns
Where to Start
 Utilize for SEO
 Drive website traffic
 Increase database of qualified leads
 Accelerate leads with nurture campaigns
 Support sales enablement
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22. Step #5 – Measure the Impact of Your
Content Campaigns
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23. Step #5: Measuring Social Media
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24. Ready to Learn More?
• Sign up for a demo
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• Need it sooner
Call us: 1 (877)530-1555
Email us: sales@act-on.com
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25. Q&A // Submit Your Questions
Type question here

26. Q&A // Panelists
MODERATOR
Janelle Johnson Andrew Gaffney Kim Zimmermann
Director, Demand Gen Editorial Director Managing Editor
Act-On Software Content4Demand / Demand Gen Report
Demand Gen Report

27. Thank You For Attending This Webinar
You can download this presentation at:
http://dg-r.co/contentsecrets