A Different Look at Lead Generation: Content Subscription
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A New Look at Leads: Subscript ion @JoePulizzi
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Transcript of A Different Look at Lead Generation: Content Subscription
A New Look at Leads:Subscription
@JoePulizzi
Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.
Most companies abuse leads.
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The content marketing funnelBrand AwarenessYour blog, your thought leadership, webinars
Lead Conversion & NurturingResource center, your e-newsletter, your business case, your “ROI calculators”
Customer ConversionProof points, testimonials, case studies
Customer ServiceReinforce the purchase
Customer UpsellThe community, your login page, support content
Passionate SubscribersSocial media, your compelling, SHAREABLE story.
Managing Content Marketing: The Book
SUBSCRIBER
Deliver content at all the right stages of the buying processto attract and retain customers.
With a content subscription, we can be there when the customer is ready to buy or spread our message.
@JoePulizzi
The Original Content Marketing Program?
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@JoePulizzi
Focus Less on Leads and More on
Audience
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@JoePulizzi
In What Niche Can YOU Be the Go-To
Resource?
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@JoePulizzi
Your Sweet Spot
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What You Know
What Your ProspectCares About
@JoePulizzi
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@JoePulizzi
Enabling Women to Have More Quality Time with
Their Families
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@JoePulizzi
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Enable Traders to Make the Absolute Best
Decisions with Option Trading
@JoePulizzi
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@JoePulizzi
Help Engineers Answer the Most Challenging
Industrial Solder Questions
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@JoePulizzi
Why?
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@JoePulizzi
Why?OpenView Labs is Dedicated to Helping Entrepreneurs Build Great Companies.
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@JoePulizzi
Why?OpenView Labs is Dedicated to Helping Entrepreneurs Build Great Companies.
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1. Who?2. What’s the Outcome?3. How?
@JoePulizzi
Subscribers:Build It or Buy It
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What’s the difference between those who
subscribe to my content and those that don’t?
@JoePulizzi
Image courtesy sendgrid.com
@JoePulizzi
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HOMEWORK:
Active Community of Subscribers in Your Niche
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@JoePulizzi
Image courtesy of thefutureorganization.com
@JoePulizzi
Building Audience with Influencers
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The Social Media4-1-1 Plan
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@JoePulizzi
4 - 1 - 1
Sales
Content Marketing
InfluencerSharing
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80%
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@JoePulizzi
Think about what impact you can
make, every day, on your customers’
lives.41
