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Content Marketing – A Process
Content Marketing – A Process
MarkWillaman
KevinJorgensen
NickFishman
DaveWeisbeck
JessicaMiller-Merrell
CONTENT MARKETING:
Are you ready?
Source: Rienpost at nl.wikipedia
Source: Custom Content Council, 2012
Company Size (employees)
Creation Distribution Total
Fewer than 10 $22,700 $34,000 $56,700
10 to 99 $42,400 $100,000 $142,400
100 to 999 $77,200 $258,000 $335,200
1,000+ $182,300 $875,000 $1,057,300
Average $78,600 $301,000 $379,600
Content Marketing Spend by Company
Establish a Realistic Budget
Revenue Goals ?
New Deals Needed ?
Qualified Leads Needed ?
Tactics Needed to DriveQualified Leads (and what content is needed to support these tactics) ?
Cost of Tactics ?
Establish a Realistic Budget
Now you’re ready...
Kevin Jorgensen:
Website
Content Marketing – A Process
Your Website – The Main Event
Your Website is YOU
Nick Fishman:
Content
Content Marketing – A Process
Source: Weatherman90 at en.wikipedia
Content
OurSurvey
Jessica Miller-Merrell: Tactics
Content Marketing – A Process
Tactics – Promote Your Content
Dave Weisbeck:
Measure
Content Marketing – A Process
Measure
Measure
You can expect what you inspect.
- W. Edwards Demming
Visits to Leads
Conversion Rates
Sources for New Leads
Content Marketing – A Process
The Role of Social Media and Content in the Sales Process
Social Media, Blogs
White papers, surveys
Webinars, slide presentations
Ebooks
Proposals
Budgeting and planning tools
Success stories, video
Qualified Opportunities
Unqualified peoplelooking for answers
Meet Me
Know Me
Trust Me
Lead
Nurturing
Perspective
LinkedIn is the most popular social media platform for B2Bs with an 83% adoption rate. 65% have acquired a customer via LinkedIn.
Only 27% of B2B leads are sales-ready when first generated. This makes lead nurturing
essential for capitalizing on the other 73%.
Mark Willaman:
Define, Plan, Budget
FAQs
??? Kevin Jorgensen:
Website
Nick Fishman:
Content
Dave Weisbeck:
Measure
Jessica Miller-
Merrell: Tactics
Thank you for joining us!Here are some follow-up resources for you:
• Connect with Mark to discuss any of the topics from today: www.linkedin.com/in/markwillaman
• Visit us on Slideshare for a copy of today’s slides:www.slideshare.net/hrmarketer
• Like us on Facebook to get updates and content from around the web about effective content marketing: www.facebook.com/hrmarketer
• View our Content Marketing Pinterest for the latest content marketing infographics and charts:www.pinterest.com/hrmarketer/
• Download the article: “Content Marketing: The Best Way to Reach and Influence HR” www.hrmarketer.com/home/content_marketing_buyer.php
• Or visit: www.hrmarketer.com/connect
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