FullQuota Webinar: 6 Keys to Creating GREAT Content
description
Transcript of FullQuota Webinar: 6 Keys to Creating GREAT Content
Buyers have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
Yesterday’s approach:
“GET IN THEIR FACE” when they’re not looking. Today’s approach:
“GET FOUND” when they are looking.
Top 3
That means
you need to
be here…
…and here…
…and here…
…and here…
8
…and don’t
forget here…
HOW?
thinking like a
marketer or
advertiser…
…START thinking
like a
publisher and
socializer.
…start creating content your buyers will love.
Content that is that is
meaningful and relevant
including:
• Top-notch blog articles
• New market data
• Industry research, reports, &
studies
• Educational content
© 2013 FullQuota. All rights reserved.
HOW?
Understand
your target
buyer
persona!
1
Have unrelenting demands on
their schedule
Spend most of their time in
meetings
Hate being pitched
Need to sell decisions internally
Trust their peers and inner circle
Are very quick studies
Understand why executives are different
Return on time invested
Outcomes-based content and
conversation
Prescriptive value and case-based
discussions
Peer input and relationships
Connection to experts and high-
value thinking
And what executives value
Map your
content to your
target buyer
persona!
2
Awareness (TOP) Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE) Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM) Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CT
IVE
KEY OUTCOMES
DEMOS
eNEWSLETTER Q&A
WEBINARS ARTICLES
STEP-BY-STEP
EBOOKS
DEMO
VIDEOS
FAQ
SHEETS
DATA
SHEETS
ANALYST
REPORTS
ROI CALCULATORS
FEATURE
GUIDES
Q&A
EBOOKS
TREND
REPORTS
STEP-BY-STEP
WEBINARS
CASE
STUDIES
CUSTOMER
TESTIMONIALS
PRICE
GUIDES
CHECKLISTS
Create an editorial calendar
3
People process information better in bite-sized chunks.
Schedule your content a little bit at a time…
Content Progression Schedule Outcome
Email industry trend report Day 1 Open, Share,
Download
Publish industry trend report messages to Twitter, Facebook Pages,
and LinkedIn Groups
Day 1, 5, 7, 10, 13, 15,
21, 22, 23, 24, & 25
Share , Download
Send weekly e-newsletter Day 7 Open , Share
Send weekly e-newsletter Day 14 Open, Share
Send personal invitation to attend industry trend webinar Day 20 Attend
Publish industry trend webinar messages to Twitter, Facebook Pages,
and LinkedIn Groups
Day 20, 22, 24, 26, 27,
28, 29, & 30
Share, Attend
Send weekly e-newsletter Day 23 Open
Send link to recorded industry trend webinar Day 30 View
Publish industry trend webinar recording messages to Twitter,
Facebook Pages, and LinkedIn Groups
Day 30, 32, 34, 36, 38,
& 40
Share, Listen
Send weekly e-newsletter Day 30 Open
Personal invitation to attend product demo webinar Day 60 Attend, Convert
Publish product webinar messages to Twitter, Facebook Pages, and
LinkedIn Groups
Day 60, 62, 64, 66, 68,
70, 71,72, 74, &74
Share, Attend,
Convert
Start creating meaningful and relevant content
4
Content DOs:
1. Focus on topics relevant to your buyer’s role and current challenges
2. Summarize, summarize, summarize
3. Hard facts = credibility … and credibility is key
4. Pick the right channel
5. Push beyond common wisdom and top-of-mind trends
1. Don’t be boring.
2. Don’t just wing it – follow your plan!
3. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.
4. Don’t just start the process and then never critique it again. You have to continually tweak it.
5. Don’t be afraid to try new things.
Content DON’Ts
Optimize your content 5
Understand what motivates Google (as well as bing and Yahoo)
Help Google decide.
f(n) = Authority + Relevance
Ranking Algorithm
On-Page SEO Off-Page SEO
Creating exceptional and unique
content is the key to getting found!
Socialize your content 6
Pick the right channels.
?
6a
Channel #1: Blogging
Blog, and blog often.
Channel #2: LinkedIn
LinkedIn is a must
for B2B marketers.
Channel #3: Facebook
Facebook is an effective
B2B marketing tool. It’s
just not as good as some
of the others (yet!).
Channel #4: Twitter
SOURCE: EMARKETER, APRIL 2011
Twitter = influence. Start tweeting relevant, original
content you want to be shared!
Channel #5: Paid Search
Paid search is a great way to get your content found fast.
Organic is still best long term!
Channel #6, 7 & 8: Google+ Pinterest Instagram
2 1 2 3 1 53 110 1 3 5 1
share tweet email +1
Make content easy to share BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!
6b
Understand Your Buyer 1
Map Your Content 2
Create an Editorial
Calendar 3
Let’s recap Create Meaningful
Content
4
6 Socialize Your Content
5 Optimize Your Content
Visit .com or
Email [email protected]
ARE YOU READY TO
YOUR MARKETING? TRANSFORM
SCHEDULE A CONSULTATION TODAY
Prepared by FullQuota on behalf of Microsoft
ALL THE WAY
• Slide 3 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/
• Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/
• Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 8 - Screenshot taken by YMKM Agency, LLC
• Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-
images/Stop-sign.html
• Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slides 16-18 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart
• Slide 20 - Courtesy of FullQuota
• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml
• Slide 24 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration
• Slide 29 - Screenshot taken by YMKM Agency, LLC
• Slide 41 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license
• Slides 52, 59, 62 – Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
• Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon
• Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html
• Slide 77 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 79 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 82 - Purchased from iStockphoto http://www.istockphoto.com/license
• Slide 86 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/
• Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/
• Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/
Image Sources