Demand generation best practice and the role of nurturing. 12.05.11
B2B Content Marketing Strategies for Demand Generation and Lead Nurturing
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21-Oct-2014 -
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Content marketing can be an extremely high-ROI channel, but many companies are hesitant to focus their energies here due to the significant investment required. Get the most from each piece of content by developing a strategy incorporating social, email, paid distribution, and advertising. A single piece of content can be used to generate demand, to engage with prospects throughout the funnel, and to improve retention rates.
Transcript of B2B Content Marketing Strategies for Demand Generation and Lead Nurturing
Get the Most Out of Your Content: Multi-Channel Strategies for Lead Generation
I. Content Strategy Explained
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Whats the difference between content strategy and content production?
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Strategic content has well-defined goals:
Lead generationBrand awareness/thought leadershipSEOTrafficSocial sharesEmail sign-upsRSS subscriptions
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You need criteria to define the success of your content.
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Content strategy is a mix of short-term and long-term initiatives.
Short Term
Long Term
Blogging
White papers
Podcasts
Infographics
Commentmarketing
Email newsletters
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Resource Demands
Evergreen Potential
Infographic
White paper
eBook
SlideShare
Webinar
Blog post*
Blog post
Podcast
Newsletter
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When weighing short and long term initiative, look at both the evergreen potential of a piece of content, and the resource demands necessary to complete it. In this content matrix, you can see the Evergreen potential on the Y-axis and Resource intensiveness on the X-axis
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Questions to ask:
What is the objective of my content?How will I evaluate the success of my content?
Goals + Measurement = Content Strategy
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Before creating any piece of content, ask yourself these two questions:First, what is the objective of my content? Every piece of content should be multi-dimensional, and ideally will serve 2 or more goals
How will I evaluate succes?
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II. Define Your Audience
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Who is your target audience?
IndustryTitle / RoleExpert vs. noviceGoalsProblems
Answer: Buyer Persona
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Sample Buyer Persona:
Online Marketing ManagerExperienced with PPC, limited knowledge of displayGoals include driving traffic and conversions; key metrics are CPA and ROIFrustrated by fragmented advertising landscape and lack of clear attribution
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III. Choose Your Topic
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What do they care about?
Social listeningBlogosphereConferences & eventsQuora & LinkedIn AnswersGoogle SuggestGoogle InsightsFAQsCompetitive researchSales and customer service teams
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Great content speaks directly to your audiences interests and needs.
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IV. Select the Medium
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Types of content:
Blog posts
Webinars
Infographics
Reports
Videos
Case Studies
Brochures& Data Sheets
Tools & Widgets
eBooks
Podcasts
Newsletters
Presentations
Reference Guides
White Papers
Microsites
Online Courses
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How to Choose a Medium
Content objectiveResource availabilityAudience fitDistribution channel
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V. Distribute the Content
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Tips for Effective Content Distribution
Share within your own networksLeverage paid channels when appropriateAlign the channel with your content objectivesTrack & measure everything
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Distribution Channels:
EmailDripNurtureNewsletter
PressRelease
Social MediaTwittertargetingLinkedIn targeting
Publisher & blogger outreach
Paid advertisingPPCDisplayRetargeting
StumbleUpon Paid Discovery
PR
Outbrain
SEO (organicsearch)
Microsite/landing page
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VI. Nurturing with Content
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Nurturing Prospects & Clients w/Content
Drip campaigns for open leadsValue-add newsletter for current clientsBuild an automated systemLeverage lead insights to segment drip campaignsOpt-in newsletter for clientsContent templates for Sales teamsContent database that the entire organization can utilize
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VII. Attribution & Measurement
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How to Measure Content Performance
Option 1: Marketing Automation softwareMarketoEloquaHubSpotOption 2: UTM Tags
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Structuring UTM Tags
Tool: Google URL BuilderSample URL: http://www.retargeter.com/retargeting/four-ways-b2b-retargeting?utm_source=Social%2BMedia&utm_medium=Twitter&utm_content=Four%2BWays%2BRetargeting%2BCan%2BWork%2Bfor%2BB2B&utm_campaign=Retargeting%2Band%2BAd%2BTargetingParameters:Campaign SourceCampaign MediumCampaign TermCampaign ContentCampaign NameAuto-tagged in Google AnalyticsParse UTM cookie to pass info to CRM
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VIII. The Principles of Content Marketing
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Think strategicallyPlan both long-term and short-term initiativesUnderstand and relate to your audienceFind the appropriate medium and channelDefine your goals and measure everythingRepurpose content whenever possibleAdding value > pitching your servicesBuild an ethos of being helpful to go from content marketer thought leader
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Web: www.retargeter.comPhone: (415) 738-0573
Twitter: http://bit.ly/AdxV9ULinkedIn: http://linkd.in/yqVIyqFacebook: http://on.fb.me/xvUGCLGoogle+: http://bit.ly/yYUxh0
Contact Us
Hafez Adel, Sr Director of [email protected]
Caroline Watts, Marketing [email protected]
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