CONTENT MARKETING WORKSHOP with LIVE CRITIQUES

Why your Content Marketing Isn’t Working, and How to Fix It

Lead-gen circa <2005

MARKETING SALES

Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions

Lead-gen 2015

MARKETING SALES

Branding & awareness Close the dealProspects diagnose their own pain, prescribe their own solutions, & short-list vendors

(Source: Marketing Sherpa)

Today, the B2B buyer finds the seller

80% of the time

Sales “hunting”

20% success

What they find is CONTENT

Punchline… Lead-gen Has Changed

<2005 2015

He who has the most sales reps wins He who has the most (good) content wins

Digital 1:1 Conversations

MARKETING =

SALES =

7 ATTRIBUTES OF CONTENT MARKETING FOR LEAD GENERATION

Why your Content Marketing Isn’t Working, and How to Fix It

#1 Generating Content

Map to funnel

Image credit: www.newspaperalum.com Election Night 1948

#1 Generating Content

About them (no one cares about you… yet)

Image credit: www.newspaperalum.com Election Night 1948

#1 Generating Content

Self navigate (self nurture)

Image credit: www.newspaperalum.com Election Night 1948

#2 Content Lives in a Blog

• Better SEO • Engagement • Multi media

your-site.com/blog

#3 Multi-media (user preferences)

#4 Publication Schedule

Train your audience (and Google)

#5 Multi-channel distribution

#6 Conversion and CTA’s

Automate what people used to do

#7 Marketing Technology

7 Attributes of Content Marketing for lead generation

1. Content Generation 1. Mapped to buy funnel 2. About them, not us 3. Self navigate/nurture

2. Blog (where content lives) 3. Multi-media (preference types) 4. Publication schedule (train your audience) 5. Multi-channel distribution 6. Conversion (always links and CTA’s) 7. Marketing Technology (automate)

LIVE WORKSHOPWhy your Content Marketing Isn’t Working, and How to Fix It

Live Workshop

QUESTION & ANSWER