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