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Presented by Sponsored by
The Secrets to Successful Content Campaigns:
#ActOnSW
5 Steps to Creating ContentPrograms That Convert to Revenue
Welcome Webinar Attendees
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Follow this webinar on Twitter
#ActOnSW
About Demand Gen Report
• Launched in 2007 to track best practices in lead generation
• Newsletter has grown to more than 26,000 readers
• We also offer a menu of research and best practices reports
• New audio/video podcasts at DemandGenReport.com
@DG_Reporthttp://linkd.in/DG_Specialists
Panelists
Janelle JohnsonDirector, Demand Gen
Act-On Software
Andrew GaffneyEditorial Director
Content4Demand / Demand Gen Report
Kim ZimmermannManaging Editor
Demand Gen Report
MODERATOR
www.act-on.com | @ActOnSoftware | #ActOnSW
The Secrets to Successful Content Campaigns:5 Steps to Creating Content Programs That Convert to Revenue
Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us:
#ActOnSW
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5 Steps to Creating Content That Converts
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Step #1 – Build the Right Foundation for Your Content CampaignsWhere to Start:Profile buyers and identify pain points, common attributes, key triggersMap content to buyer stages
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of advanced B2B marketers said content-based offers were their most successful campaigns.
- Demand Gen Report Research
56%
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of marketers have still not developed buyer personas, and 30% have not conducted a content audit.
- Demand Gen Report Research
46%
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Step #2 – Identify Right Content FormulaWhere to start:Create content in a variety of formatsConsider shorter, accessible content formats
* 2012 eMarketer
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of executives say white papers are still their favored type --but more visual formats, such as webinars (72%); videos (44%); and infographics (38%) were cited as emerging formats.
- Content Preferences Study
88%
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Where to start:Look for ways to repurpose/reformat existing piecesBreak up longer content assets into smaller, digestible formats
Step #3 – Get Maximum Mileage out of Your Content
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of executives recommend solution providers condense content to be shorter, 45% suggest not overloading content with copy.
- Content Preferences Study
48%
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Repurpose Content
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Break Content into Smaller Pieces10-page Whitepaper 4 Blog Posts … with more to come
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Where to start:•Build multi-stage assets—10 Steps/5 Keys/7 Secrets•Tie related offers together in a logical progression to educate and accelerate prospects through the buying cycle
Step #4 – Utilize Content in Lead Gen/Lead Nurture Campaigns
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Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.
- Forrester Research
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Whitepaper Download
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Recorded webinar on same topic
eBook on similar topic
Corresponding Infographic
Nurture Campaigns
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Nurture Campaigns
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Where to StartUtilize for SEODrive website traffic Increase database of qualified leadsAccelerate leads with nurture campaignsSupport sales enablement
Step #5 – Measure the Impact of Your Content Campaigns
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Step #5 – Measure the Impact of Your Content Campaigns
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Step #5: Measuring Social Media
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Ready to Learn More?• Sign up for a demo
act-on.comblog.act-on.com
• Need it soonerCall us: 1 (877)530-1555Email us: sales@act-on.com
Q&A // Submit Your Questions
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Q&A // Panelists
Janelle JohnsonDirector, Demand Gen
Act-On Software
Andrew GaffneyEditorial Director
Content4Demand / Demand Gen Report
Kim ZimmermannManaging Editor
Demand Gen Report
MODERATOR
Thank You For Attending This Webinar
You can download this presentation at:
http://dg-r.co/contentsecrets
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