Ingenuity Webinar on Content Marketing

Claim Your Market PositionThe Magic of Content

Marketing

Presented by: Rachel Gold & Christine

Nelson

• MFA in Writing• Communications Consultant

for Ingenuity Marketing Group

• Former journalist• Published author• Marketing and PR since 1999• Social Media pragmatist• Winner of multiple awards

for marketing content• Brand strategist who excels

at listening for key differentiators

Rachel GoldWords/ Online/ Creation

• B.S. in Mass Communications

• Former journalist and business consultant

• Communications Consultant/Media Strategist at Ingenuity

• Achiever/Believer

Christine NelsonMedia / Clarity / Positioning

Ingenuity Marketing Group focuses exclusively on the people of professional services. We help them clarify and deliver their value through marketing strategy, media positioning, training and coaching.

Get clear. Be brilliant. Drive opportunity.

Our services connect you to the right prospects, the right media and the right talent. Whether you need a persuasive, lead-generating website, compelling brochures and direct mail, or a program to build a rainmaking culture, we deliver the ideas, content and design that communicates you – brilliantly.

• Selling• Broadcasting• Junk content• Spam

What content marketing is not:

“Basically, content marketing is the art of communicating with your customers and prospects without selling…. you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”

-- Joe Pulizzi, Junta42

What is content marketing?

When prospects and clients are clear about your value – you can command a premium price.

• High quality lead generation is by far the top marketing challenge.

• In 2009, 69 percent of organizations surveyed said that generating high quality leads was a top challenge. In 2010 it rose to 78 percent of organizations.

• A similar jump occurred in “generating a high volume of leads,” which went from 35 percent of organizations in 2009 to 44 percent in 2010.

—MarketingSherpa 2011 B2B Marketing Benchmark Report

Why content marketing?

It’s Boring, Useless, Misplaced or Weak.

Why isn’t MY content generating leads?

The ongoing content cycle

Create & Manage

Attract & ListenWoo & Interact

Move (to Action) & Measure

The Bailey Group:•Create & Manage – publish a newsletter•Attract & Listen – Get ideas from client pains•Woo & Interact – People who sign up for the newsletter and blog get invited to other events•Move (to Action) & Measure – They invite readers to take action, such as take a quiz online or read other articles. They measure web analytics and and responses per topic to gauge interest.

You’re in one now.

Create & Manage Content1

#1 Create & Manage Content

It is possible to get better results – even with less content than you’re creating now.

Turning average content into great content

• Unexpected/surprising• Authentic/core• Stories• Concrete detail• Credible• Emotional

• Know your key differentiators – your unique value

• Know your strengths• Understand client pain and needs• If you’re curating content, make sure you

add value

#1 Create and Manage Content

Attract & Listen2

• You want to attract your ideal client – not just anyone.

• What is your ideal audience reading/watching?

• Research keywords and popular topics. Listen to what your ideal clients are saying/their pains and interests.

#2 Attract & Listen

Keyword phrases are one way to track what people are talking about.

#2 Attract & Listen

Top content tactics that firms use to attract leads:

• Article posting (79%)• Case studies (58%)• Videos (52%)• White papers (51%)• Webinars (46%)• Microsites (31%)

[from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the Content Marketing Institute and MarketingProfs]

#2 Attract & Listen

Tech Firm / web video example:

#2 Attract & Listen

Woo & Interact3

Top content tactics that firms use to woo leads:

• Social media (74%)• Blogs (65%)• eNewsletters (63%)• In-person events (56%)

[from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the Content Marketing Institute and MarketingProfs]

#3 Woo & Interact

Accounting Firm / LinkedIn example:

#3 Woo & Interact

• Gifts increase loyalty

• Call to action may be very subtle.

#3 Woo & Interact

Move & Measure4

• Always give them something they can do next.

• Plan what you will do next.

#4 Move & Measure

Firms are using the following ways to measure results:

• Increased Web traffic (58%)• Sales lead quality/sales accepted leads (49%)• Direct sales (41%)• Qualitative feedback from customers (40%)• SEO ranking (40%)

[from “B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report,” by the Content Marketing Institute and MarketingProfs.]

Measurements

What happens if you don’t track and listen?

Integrate with your Marketing Plan!

1. Company Newsletter – Call to action statements/client events

2. E-blasts – offer a bonus item from your website or free webinar

3. Social Media – point them to other content on your site every time. Provide context for other news you share.

4. Tradeshows – offer a free e-book or report 5. Ads – provide a video link or “Meet Joe”

bio link; do it with a QR code for mobile devices.

6. Holiday cards – Link them to your people’s new year’s resolutions or Valentine’s wishes

Integrate with your Marketing Plan!

Educational Tools/Content Marketing Example

InGenius Review: our free bimonthly newsletter about professional service marketing.

Available via email and from our website.

Rachel Gold: rachel@ingenuitymarketing.comChristine Nelson: christine@ingenuitymarketing.com

www.ingenuitymarketing.com

Connect to us on LinkedIn! http://www.linkedin.com/in/rachelgoldhttp://www.linkedin.com/in/virtualprgrrl

Thank You

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