Post on 20-Aug-2015
5 Qualities of “Killer”
Content Marketing
Dave ZwickerOctober 2013
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Why Care About Content Marketing?
Content is the Key to Successful Lead Generation:
• Do you need low-cost leads to fuel your sales funnel?
• Then you need an effective website
• An effective website requires killer content to:
– Attract lots of visitors to your site
– Convert site visitors into prospects
– Nurture prospects into sales-ready opportunities
– Close sales opportunities as new customers
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What is “Killer” Content Marketing?
The Five Qualities of Killer Content Marketing:
1. COMPELLING: Articulates customer solutions and benefits
2. TARGETED: Delivers specific content to specific audiences
3. ALIGNED: Optimizes each stage of the sales funnel
4. INTEGRATED: Powers all aspects of marketing and sales
5. MEASUREABLE: Uses analytics to maximize performance
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Effective Content is COMPELLING
• Start with “Why” you do what you do …
This is your value proposition - be sure it presents the ultimate customer experience and business outcomes you can enable for your customers
• Then explain “How” you create valuable solutions for customers using your unique combination of innovation, best practices and methodologies
• Then describe “What” products, services and technologies you offer as components of your high value customer solutions
• This will become your “thought leadership” strategy and should reflect the key business and technology concerns of your target customer set
• Use this agenda to educate, inform, establish trust, demonstrate leadership and ultimately to form a relationship with future buyers
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Structured Content is TARGETED
Decision Makers
Technology Influencers
BusinessManagers
End User Constituencies
Business Value X
Technology Innovation X
Organizational Impact X
Simplicity & Productivity XIn
form
ation
Cat
egor
ies
Audience “Personas”
Use a Content Grid to Map Information to Personas
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Structured Content is ALIGNED
Contacts & Website Visitors
Customers
Content Deliverables:
White papers, tutorials, eBooks, videos, checklists
Webinars, case studies, data sheets and brochures
Free trials, demos, assessments, POCs, price promotions, proposal
boilerplate, ROI/TCO analysis
Offers (CTA) Landing Pages
TOFUSuspects
MOFUProspects
BOFUOpportunities
Top of FunnelObjective: Maximize lead quantity
Metrics: Lead volume & conversion rate
Middle of FunnelObjective: Maximize lead quality
Metrics: Lead scores and qualification rate
Bottom of FunnelObjective: Maximize opportunity value
Metrics: Deal value and close rate
Sales Funnel Stages:
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Plan Execute
Top of FunnelFunnel Stages
InboundMarketing
OutboundMarketing
SalesEnablement
Call To Action Fulfillment Proposal
Content Marketing StrategyWHAT?
Products, Services, and Technologies
HOW?Best Practices and
Methodologies
WHY?Customer Experience
and Business Outcomes
Educate, Inform, Establish Trust, Demonstrate Leadership
Soci
al M
edia
Even
ts
Emai
l
Tele
mar
ketin
g
Pres
enta
tions
Lite
ratu
re
Sale
s To
ols
PPC-
SEO
-PR
Web
site
-Blo
g
Middle of Funnel Bottom of Funnel
Structured Content is INTEGRATED
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Structured Content is MEASUREABLE
• Sales Funnel Metrics:– Top of Funnel: Lead Volume & Source, Cost/Lead, Conversion Rate
– Middle of Funnel: Lead Scoring and Qualification Rate
– Bottom of Funnel: Deal Value, Close Rate, Acquisition Rate & Cost
– End-End Metrics: Sales Cycle Time and Marketing ROI
• Platforms and Process:– Website Analytics, Social Media Platforms, CRM Platform, Marketing
Automation Platform, Other Platforms and Measurement Tools
– Monthly Measurement, Assessment and Adjustment of Inbound/Outbound Marketing Programs and Sales Enablement Resources
Requires a System for Analyzing and Improving Results
Thank YouEmail: dave@mspexcellenceWebsite: www.csbcommunity.com