[Webinar] Content is not just for Christmas

0845 680 5409 www.successflow.co.uk

Content is not just for Christmas! Taking a strategic approach to content marketing

Presented by

Mark Donkin Managing Director

http://www.successflow.co.uk


How to create a content strategy and make it work

Why you need to build your personas

Types of content needed for lead generation and why it needs to be optimised

How to manage your content build

The importance of building a content timeline

Using the right software to promote and manage your content

Building a nurture programme

Building a scoring system



Poll

What’s your reason for attending today?



B2B marketers have consistently cited brand awareness as their top goal for the last four years

80% of the most effective B2B content marketers cite lead generation as a goal compared to 64% of their least effective peers

2014 B2B Content Marketing Trends - North America: Content Marketing Institute/MarketingProfs

Challenges and tactics



Which tactics are you confident in delivering?





78% of the most effective B2B marketers are creating more content than they did one year ago, compared with 57% of their least effective peers

B2B marketers who have documented content strategy are creating more content than they did one year ago, compared with this who do not have a documented strategy (80% vs. 66%)





Tactic usage has remained relatively consistent when compared to last year

Infographic has seen the largest year-over-year increase in usage. Last year, 38% of B2B marketers were using infographics, compared with 51% this year





Poll

What do you see as your main content marketing challenge?



B2B Content Marketing: 2012 Benchmarks, Budgets and Trends. Source: Content Marketing Institute/MarketingProfs

Biggest content marketing challenge




A persona is simply a description of someone interested in your company, products and services

You need to identify your market before you start building your content

Job title

Professional goals

Personal goals

Key challenges

Favourite online spots

Common objectives

Compelling events

Meg the marketing machine Simon the sales professional Ellie the executive

Content strategy

Exceed targets

Increase ROI Using social to generate customers and revenue

LinkedIn / Twitter LinkedIn

Increase revenue Increase revenue Increase revenue

Become market influencer

Sales and marketing alignment

Marketing Director Marketing ExecutiveSales Director

Generate LeadsBuild the brand

Facebook

Earn the big bucks Become a social guru



To allow for a personalised approach resulting in improved conversion, SuccessFlow will work with you to build segmentation into the marketing database

Once segmentation is created all content and campaigns will be deployed with the audience in mind

Job persona

Geographical

Industry

Digital behaviour

Campaigns

Content strategy


Use a structured production workflow throughout the approval process

Content strategy

CONCEPT APPROVALBRIEF BUILD UPLOADAPPROVAL

CREATIVE

WIREFRAME

CLI

ENT

DRAFT TEST

CREATIVE C

LIEN

T


Use tools to reduce time on making content amendments

Track versions and comments

Content strategy


Create a content framework from initial awareness through to decision

Create both premium and freemium content

Provide sales with emailand social content templates

AWARENESS DECISION

SUPPORTING

FREEMIUM

PREMIUM

Free gated content, such as e-books, guides, webinars

Free published content, such as blogs, video streams, info-graphics

Mainly social content and emails to promote Premium and Freemium

CONSIDERATION

e-book

white paper

webinar

demosdata sheetsblogs/articles

videoinfo-graphics

postsdiscussion

Tweets Emails

inmails

phone call

traffic • page views visit time • downloads inbound links • ranking followers • shares

qualified/accepted leads

opportunities • active pipeline • value closed deals

open • click through inquires • database growth • form rate conversion

BUSINESS OBJECTIVES

landing pages

presentation

Content strategy


GUIDES

EMAIL

WEBINARS

PRESENTATIONS

LANDING PAGES

SOCIAL

Content strategy


Content strategy


Content strategy

Use website real estate to cross promote relevant content

Webinar 1

Landing Page Registration form Recording

Social Promote registration Promote recording

Email 1 Invite 2 Invite 3 Follow up

Nurture

Guide

Landing Page Gated landing page

Social Promote download

Email 1 Promo 2 Promo 3 Promo Nurture

Webinar 2

Landing Page Registration form Recording

Social Promote registration Promote recording

Email 1 Invite 2 Invite 3 Follow up

Nurture

White paper

Landing Page Gated landing page

Social Promote download

Email 1 Promo 2 Promo 3 Promo Nurture

Freemium

Blog Articles | Videos | Infographics | Data sheets

Newsletter

Social Supporting social content promoting all of the above

January February March April May June July August September October November December


Roadmap for your content production

Build consistent flow of content

Maintain the tone of your site or nurture programme

Dived content into various categories

Content strategy


Use software that can help you schedule and publish relevant content to the right channels

Track likes to conversions from each post

Measure and analyse your social strategy

Integrate with your CRM, Marketing Automation and Google Analytics

Content marketing


Turn leads into hot opportunities with lead nurturing, a proven method for turning prospects into buyers

Use automation to update back into CRM

Content marketing

Director

PROFILEBEHAVIOUR

Web visit Content download Attend webinarView key pages

5

Manager

Admin

7 10 10

3 5 7 7

1 3 5 5


Score both behavioural and profile

Build a framework

In conjunction with web tracking lead scoring is a vital tool to prioritise your leads

Content marketing


A/B test campaigns against each other

Constantly analyse what works and what doesn’t

Content marketing

Campaign Analysis Dashboard

FunnelConversion


Source: Content Marketing Institute

Content marketing

When your lead converts to a customer, don’t just forget about them

Nurture to maintain satisfaction and retention, allowing to up sell and cross sell


Summary

Involve all your key stake holders - marketing, sales, partners, customers etc.

Always keep the long term view in sight

Use technology to manage and automate

Keep testing and evolving your process

Build your content across channels and devices

Keep analysing whats working and whats not

Think about your buyer process


Poll

Other areas you have an interest in?


About us

BUSINESS OBJECTIVES

PLATFORM

PROGRAMME MANAGEMENT

Traffic Sales productivity

Lead generation Lead management

Customer Engagement Real-time visibility

CLIENT

Workshop

Scope

Content plan

Infrastructure

Nurture

STRATEGY

Emails

Landing pages

Presentations

Guides

Social

Emails

Social marketing

Web

Social selling

Nurture

Trigger

CRM

Sales

Scoring

CREATIVE CONTENT

DIGITAL MARKETING AUTOMATION


Questions

CONNECT WITH US

0845 680 5409

successflow.co.uk

SuccessFlow

@SuccessFlowLtd

Wishing you a very Merry Christmas and Happy New Year From all at SuccessFlow

Join us in 2015 for our new series of webinars…

[Webinar] Content is not just for Christmas

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