My presentation at Digital Olympus event - 21st June 2016 Questions: Contact me via usermagnet.io/connect/

1. 4BestContentStrategiesto
GenerateKickA**B2BLeads
by Pawel Grabowski
Founder and Chief Copywriter – usermagnet.io
@pawelgra77 | @usermagnetio

2. @pawelgra77 | @usermagnetio
Irritating
GeneratingLeadswithContentis:
Frustrating
Disheartening

3. InboundMethodology
@pawelgra77 | @usermagnetio

4. @pawelgra77 | @usermagnetio

5. @pawelgra77 | @usermagnetio

6. CanyouREALLYgenerateleadswith
content?
@pawelgra77 | @usermagnetio
Yes butthere’sacatch

7. @pawelgra77 | @usermagnetio
Togenerateleadsyouneedtodoatouch
morethanjustpublishgreatcontent
Youneedtouseacontentstrategythat canactually
deliverleads

8. @pawelgra77 | @usermagnetio
“Contentcanonlydelivertrafficand
brandawareness”
Some Marketers

9. @pawelgra77 | @usermagnetio

10. @pawelgra77 | @usermagnetio
“TheRoleofContentistoGenerate
tangibleresults–leads,users,links…”
Other Marketers

11. @pawelgra77 | @usermagnetio
Bothgroupsareright!
Andthat’sBecause…

12. @pawelgra77 | @usermagnetio
Youusedifferentstrategiestoachieve
thoseoutcomes
Traffic/Awareness/
Buzz/Virality
Leads, Users, Links…
Picking the wrong strategy is
a common problem
(and the main reason for
failing to achieve content
marketing goals)

13. LeadGenerationwithContent
Myths
@pawelgra77 | @usermagnetio

14. @pawelgra77 | @usermagnetio
Myth#1
ContentCanDeliverSales-ReadyLeads
Nope!

15. @pawelgra77 | @usermagnetio

16. @pawelgra77 | @usermagnetio
SEO,PPC,OnlineAdvertising,
Local Search…
WarmLeadsreadytobuy
Content
ColdLeads
Content delivers leads at the early
stage of the buying cycle that need
to be nurtured before you can
forward them to sales.

17. @pawelgra77 | @usermagnetio
Myth#2
OnlyGatedContentDeliversLeads
NopeAgain!

18. @pawelgra77 | @usermagnetio
Certaintypesofcontentcanactually
generateleadswithoutforcinganyoneto
signupforyourlist

19. 4BestContentStrategiesto
GenerateKickA**B2BLeads
@pawelgra77 | @usermagnetio

20. @pawelgra77 | @usermagnetio
LeadMagnets
Webinars
SlidesharePresentations
Podcasts

21. @pawelgra77 | @usermagnetio
LeadMagnets
“A lead magnet is anything that your potential customers will find valuable.” –
Massimo Chieruzzi, CEO, AdEspresso
“A lead magnet is an irresistible bribe offering a specific chunk of value to a
prospect in exchange for their contact information.” – Ryan Deiss, CEO,
DigitalMarketer
“A lead magnet is the (free) offer you make to get visitors’ email addresses.” – Peep
Laja, CEO, ConversionXL
“A resource you offer in exchange for a person’s email and a chance to develop a
relationship with them”. – Moi J

22. @pawelgra77 | @usermagnetio
LeadMagnets
eBooks
Guides
Whitepapers Tools Templates

23. @pawelgra77 | @usermagnetio
TobeEffectiveLeadMagnetsMust:
• relatetoSpecificknowledgeyouridealleadslack
• promiseasolutiontoaveryspecificproblem
• beeasytoconsumewithin minutes

24. @pawelgra77 | @usermagnetio
GeneratingLeadswithLeadMagnets:
Leadcaptureforms

25. @pawelgra77 | @usermagnetio
Webinars

26. @pawelgra77 | @usermagnetio
Webinars
77% of marketers run webinars to generate leads – ClickMeeting report
“Basedon asurveyweconductedwithourclients,between20%
and40% ofwebinarattendeesturnedintoqualifiedleads”-
ReadyTalk

27. @pawelgra77 | @usermagnetio
BenefitsofRunningWebinars
• Attractingpeoplewith astrongintentandbrandrecognition.
• GainingaGlobalReachforyourBrand
• RaisingPerceived authorityandStatus
• Developing StrongPartnerships
• BuildingA ContentLibrary

28. @pawelgra77 | @usermagnetio
GeneratingLeadswithWebinars
Before
• Signing up for the
webinar
After
• Making offers
• Pointing to additional
(often gated) resources
During
• Follow ups
• Additional offers
• Additional resources
to move them to a
more qualified list

29. @pawelgra77 | @usermagnetio
SlidesharePresentations

30. @pawelgra77 | @usermagnetio
SlidesharePresentations
• Access toThe Linkedin’sAudience
• Search Visibility
• Authority
• Leads

31. @pawelgra77 | @usermagnetio
SlidesharePresentations
ThreeWaystoGenerateLeads

32. @pawelgra77 | @usermagnetio
Podcasts

33. @pawelgra77 | @usermagnetio
Podcasts Leads?
Nah!Impossible
Andyet…

34. @pawelgra77 | @usermagnetio
Podcastingisahugelysuccessful
leadgenerationchannelfor
attractingnewcustomers

35. @pawelgra77 | @usermagnetio
PodcastingListeninggrew by 23%between 2015 and2016–Convince and
Convert
67%ofpodcastlisteners don’tmindsponsorshipmessages andoccasionally
findthem useful
Podcastlistenersstay tuned5 times longerthanreadingablog post
Thesame numberofAmericans listentopodcastsandusetwitter

36. @pawelgra77 | @usermagnetio
Podcasts
Allowfor MultipleWaystoGenerateLeads
PointingListeners toleadmagnets intheShow Notes
MentioningAdditionalResourcesthatcouldleadto
signupforms
Pointingto yoursite, services orproducts

37. @pawelgra77 | @usermagnetio
ToRecap:
ContentCanHelpRaiseBrandAwareness AND Generate Leads…Butyouneedto
usedifferentstrategies toachieve thoseresults.
ContentDelivers LeadsattheEarly Stage oftheBuyingCycle
Youdon’thave togatethe contentbehindaformtogenerate leads
4bestcontentstrategies togenerate kicka**B2B Leadsinclude:
LeadMagnets,webinars,slidesharepresentations,andpodcasts

38. @pawelgra77 | @usermagnetio
Questions?
Pawel Grabowski
Founder and Chief Copywriter – usermagnet.io
More Questions? Email me at:
pawel@usermagnet.io