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 Marketinghafez@retargeter.com

Caroline Watts, Marketing Managercaroline@retargeter.com

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