Content strategy for lead generation
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If you are a content marketer, or you are responsible for your content marketing, then you need to know how to create compelling content that can generate leads. Here, our in-house content strategist, explores the different approaches you can take that will generate you leads. Content strategy best practices we’ll explore: - How to use content as a lead generation tool - What you need to do with your content to ensure it generates leads - Elements to avoid in your content strategy
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Content strategy for lead generation
- 1. CONTENT STRATEGY FOR LEAD GENERATION
- 3. • Our mission is simple. Enable businesses to expand their email marketing lead generation potential. • We specialise in providing technology to help you identify, nurture and qualify B2B leads, meaning you can rapidly increase sales. • We know how to do it and do it well, because we’ve been doing it for over 20 years. Marketing Automation / Lead Generation Specialists • Delivering over 20 million emails per week • Technology platform or managed service • Either buy it or we will host it for you • Consultants on hand to help with your lead generation marketing strategy Independent & Privately Owned • Based in Surrey, UK • Young and dynamic • Commercial terms for all budgets • Project and product delivery • Best practice as well as technology • Dedicated Account Manager for all • Unlimited technical support • The HTML doctor
- 4. GatorMail GatorLeads GatorSocial GatorDocs GatorEvents GatorExpress GatorInsights GatorCRM GatorData GatorSurveys Marketing Automation & Lead Generation Platform 14 DAY ALL ACCESS FREE TRIAL
- 9. Defining your content strategy Using your content as a lead generation tool Elements to avoid in your content strategy
- 10. • Who is your content for? Who are your marketing to? What are your personas? • What is the aim or goal of your content? What does it offer your prospects or customers? • What are your key messages you want to include in your content? • How often can you create and promote different pieces/topics of content?
- 11. 5 KEY ELEMENTS OF YOUR CONTENT STRATEGY 1. Prioritise your objectives 2. Articulate your industry and positioning 3. Profile your target customer segments 4. Identify your content that’s working now 5. Develop content aligned with what your customers need to know
- 12. Why are you creating content? Who are you helping with your content? How will you help them like no other organisation can? 1. INCREASED REVENUE 2. LOWER COSTS 3. BETTER CUSTOMERS
- 13. BLOGS WHITEPAPERS GUIDES PRESS RELEASES BROCHURES VIDEOS E-BOOKS CASE STUDIES INFOGRAPHICS SOCIAL MEDIA ARTICLES EMAIL MARKETING INCREASE YOUR SEO DRIVE TRAFFIC CONVERT LEADS HINTS & TIPS
- 14. PRODUCE HIGH-QUALITY CONTENT CONTINUE REGULAR ENGAGEMENT CREATE LINKS TO BUILD SEO RANKING SHARE NEWS THROUGH PR CHANNELS FIND WHAT WORKS FOR YOU TEST TEST TEST
- 15. YOUR CONTENT STRATEGY SHOULD OUTLINE: • YOUR KEY BUSINESS AND CUSTOMER NEEDS • YOUR KILLER VALUES AND • HOW YOUR CONTENT WILL ADDRESS THEM.
- 16. Quality over Quantity Create one great piece once a quarter VS lots of small pieces on different topics
- 17. Top 20 pieces of lead generation content webinars slideshare presentations templates tools free apps e-books tutorials trials demos competitions cheat sheets checklists email series guides whitepapers kits data research podcasts events
- 18. Soundbites
- 21. WHITEPAPER in same category FEATURE in category DEMO OFFER MEETING OFFER DISCOVER CONSIDER DECIDE CASE STUDY NOTIFY SALES
- 23. COLD UNENGAGED DATA: 0.93% COLD ENGAGED DATA: 6.49% WARM DATA: 11% HOT DATA: 17.24%- BLOGS VIDEOS INFOGRAPHICSHINTS & TIPS WHITEPAPERS GUIDES CASE STUDIES BROCHURESE-BOOKS PRODUCTS SERVICES SALES MESSAGES
- 24. Send the right people the right content at the right time
- 25. TIME BUDGET LACK OF INTEREST TOO MANY TARGETS INCORRECT DELIVERY NOT MEASURING PERFORMANCE NOT INTEGRATING WITH YOUR OTHER MARKETING NOT PROMOTING YOUR CONTENT ON ALL CHANNELS NOT FOLLOWING UP NOT INVOLVING INFLUENCERS CREATING NON VIABLE CONTENT
Notes de l'éditeur
- WHY
- WHY
- Align your content
- Inbound activity – move to nurture – move to sales