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People want content. Brands are committed to delivering it. However, 58% of B2B marketers still believe they are ineffective at content marketing. Why? Because content marketing needs to meet brand, lead-gen and customer acquisition goals. How? By practicing active rather than passive content marketing. This slide deck covers: - The current state of content marketing - Active vs passive content marketing - A/B testing "framing content" for higher conversions - The fair exchange of content - How to capitalize on blogs, white papers, webinar & blogs for lead generation & brand building Plus, 9 creative tactics for driving more leads from your content marketing.
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What's Inside?• The current state of content marketing• Active vs passive content marketing• A/B testing "framing content" for higher conversions• The fair exchange of content• How to capitalize on blogs, white papers, webinar & blogs
for lead generation & brand building• 9 Ways to turn content into conversions• Lots of examples!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
the current state of content marketing
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93% of B2B companies use content marketing.
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On average, 30% of B2B marketing budgets allocated to content marketing.
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58% of B2B marketers plan to increase their content budget in the next 12 months.
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Brand awareness, customer acquisition & lead-gen cited as top content marketing goals.
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42% of B2B marketers believe they are effective at content marketing.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
the problem?
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42%
58%
58% are still ineffective
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why?
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Create amazing content
Distributeamazing content
???
Brand, leads & sales.
What happens next?
some content marketing programs look like this….
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content marketing is huge.
content marketing needs goals.
key takeaways
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Answering the "what happens next"? question is the difference between passive and active content marketing
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passive active
Allows visitor to choose their own next step Gives the visitor a next step
Builds brand awareness & thought leadership
Deepens brand engagement & participation, provides measurable results
Generates website traffic Generates leads & sales
"Publish-and-pray" Tests & optimizes "framing content" to increase conversions
Passive vs Active Content Marketing
Read more: Passive vs Active Content Marketing
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passive active
Allows visitor to choose their own next step Gives the visitor a next step
Builds brand awareness & thought leadership
Deepens brand engagement & participation, provides measurable results
Generates website traffic Generates leads & sales
"Publish-and-pray" Tests & optimizes "framing content" to increase conversions
Passive vs Active Content Marketing
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Think of "framing content" as the merchandising of the content
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Landing Page Framing ContentMicrosite format provides easily digestible information
"Our Promise To You" builds trust & credibility
Student video testimonial provides excellent social proof
Supporting content focuses on benefits, not features
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A/B Testing Framing Content
Headline
Imagery
Copy
Video/testimonial
Form copy
Trust assurances
Navigation & additional content
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The perception of what's required can never be greater than the perception of what's offered
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the fair exchange of content
the perceived value of the content is proportional to the effort require to acquire it
16-page white paper 5 field form
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conversion-focused content marketing fails when the fair exchange is imbalanced
Product guideShould be left'ungated'
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To Gate or Not to Gate?
Maybe
BlogChecklistTip Sheet
Case StudyBrochureData Sheet
Live DemoLive Webinar
Research Report
CouponeBook
White PaperWebinar PlaybackRecorded Demo
yes no
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3 rules of effective gating
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Rule #1: Differentiate gated content visually
Gated asset is visually prioritized over ungated assets
Ungated assets are consistent in design, placement & style
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Rule #2: 'Feature' gated content
Gated content is visually separated from ungated content
Categorized as 'Featured Resources'
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Rule #3: A/B Test landing page framing content for higher conversions
Test framing content in various page layouts — form on bottom, form on right, etc.
Test presentation of e-book, white paper or guide
Test social sharing elements
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9 ways to turn content into conversions
1. Up sell on your blogObjective: Lead-gen
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Rule #1: Related content must be highly relevant
Highly relevant to blog post
Highly valuable offer
Low barrier to entry
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Rule #2: Use framing content for relevance
Highly relevant to blog post
Great use of framing content
Benefit-driven offer, clear call-to-action
2. Offer nurture subscription on your blogObjective: Lead-gen
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Rule #1: Provide highly valuable incentives
Consistency in baking "theme" from blog post to offer
"Exclusive" membership offer (free!)
Coupons and free samples are highly valuable incentives
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Rule #2: Offer more great content — more than the blog
Copy clearly outlines breadth of content
Clear headline
Concise call-to-action
3. Cross sellObjective: Lead-gen
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Rule #1: Make the CTA highly actionable
ebrochure
landing page
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Rule #2: Continue to offer & engage
landing page
white paper
infographic
landing page
4. Provide a white paper teaserObjective: Reach + Lead-gen
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Rule #1: Make the extract meaty enough to create desire for additional content
Up sell to "bonus content" (.pdf file)
Allows for easy sharing & social distribution
"Top 10" format extremely popular and easy to digest
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Rule #2: Try tabbed or microsite format
Tabbed, interactive content is highly effective at engaging visitors to explore
Up sell to 'Get Quotes' from landing page
.pdf version available for download
5. Add CTAs into your infographicsObjective: Reach & Lead-gen
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Rule #1: Offer must be complimentary
infographic
landing page
6. Allow for easy "sharing" of infographicsObjective: Reach
Social sharing
7. Try a webinar trailerObjective: Reach + Lead-gen
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Tip: Extract reel trailer of key moments — elicit desire
landing page
webinar trailer
free trial sign up
Gate or Ungated PlaybackGates can work…
8. Use slides as baitObjective: Reach + Lead-gen
Tip: Embed "sneak peek" of webinar slides — engage & convert
9. Use slide decks to generate leadsObjective: Reach + Lead-gen
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Rule #1: Offers within slide decks must be highly relevant & valuable
landing pageslide deck cross-sells white paper
Bonus! 1-2-3 PunchWebinar, slide deck & infographic
Rule #2: Keep same topic, but market for distinct purposes
virality
lead-gen
virality & lead gen
Bonus! 1-2-3 PunchWhite paper, free trial & infographic
Rule #1: Use your landing page to present multiple offers
landing page
infographic
free trialoffer
reportoffer
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9 ways to turn content into conversions
1. Up sell on your blog2. Offer complimentary nurture subscription on your blog3. Cross sell4. Try a white paper teaser5. Add a subscription call-to-action to infographics6. Allow for easy sharing of infographics7. Try a webinar trailer as lead-gen bait8. Use slides as lead-gen bait9. Use slide decks to capture leads
Read the full article: 9 Ways to Drive More Leads from Your Content Marketing
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Two additional resources...
Get the idea book
Get the infographic
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Thank you!@[email protected]