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