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Building a Content Marketing Program from the Inside OutPerryn Olson, CCMP, CPSM
@perrynolson /in/perryn
What is Content Marketing?
[Source: Content Marketing Institute]
When Did Content Marketing Start?
Source: http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
Michelin developed 400-page guide for drivers to maintain their cars
Source: http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
Jell-O created a free recipe book
Source: http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
Burns & McDonnell launched “Benchmark” magazine covering engineering
Source: http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
Proctor & Gamble began radio “soap operas”
Source: http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
Hasbro partnered with Marvel to create GI Joe comic book to promote their toys
Source: http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
So, Why Content Marketing?
Buyers Want to Content
96% of B2B buyers want content with more input from industry thought leaders
[Source: Demand Gen Report, 2016 ]
Buying Habits Have Changed
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep
[Source: Demand Gen Report, 2016 ]
Buying Habits Have Changed80.8% of referred buyers check out a firm’s website & they check out 3.2 different channels[Source: Hinge, Beyond Referrals]
Buyers Struggle to Tell Firms Apart
Prospective buyers are not educated enough to discern our technical skills, thus they struggle to evaluate beyond price
Content Marketing Rocks SEO
3x more traffic when B2B companies blog 11+ times a month compared to 0-1 times
[Source: HubSpot, 2015 Marketing Statistics ]
Content Marketing Rocks SEO
7.8x more traffic generated by content marketing leaders than non-leaders
[Source: Neil Patel, 2016]
Increase Non-Client Referrals
81.5% of professionals received a referral from a non-client based on their reputation
[Source: Hinge, Rethinking Referrals]
Command Higher Fees
13x higher fees top thought leaders command compared to average B2B professionals[Source: Hinge, The Visible Expert]
Recruiting
Top talent seeks out mentors to learn from
[Source: Hinge, The Visible Expert]
Disperse Perceived Knowledge & AttentionFor firms with retiring principals, promoting the next gen eases the transition and perceived risk to client
Your Competitors are Doing It
91% of B2B marketers are using content marketing
[Source: B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America from Content Marketing Institute and MarketingProfs]
Content Marketing Works77% of marketers said efforts were moderately to extremely successfulOnly 2% reported their efforts not successful
[Source: B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America from Content Marketing Institute and MarketingProfs]
Content Marketing is Cheaper
62% cheaper compared to outbound marketing, yet generates 3x as many leads
[Source: Demand Metric]
Why Content Marketing?Thought leadership* creates more high
dollar, negotiated work while attracting
like-minded clients & employees
Is Your Firm a Good Fit for Content Marketing?
Good Fit for Content Marketing?Assess current marketing – does any thought leadership already exist?
Culture of education & training?
Do you have a long sales cycle?
Leadership long-term thinking?
BD on the same team as marketing?
Do you have time and/or money?
Decision makers ROI focused?
Selling It to Your Boss
Technicals Want to Educate, Not Sell
Consumer Behavior Changed –Seek Answers Online, Validate Online
Creates Differentiation for Your Buyers
Lowers the Cost of Proposals
ROI (Return on Investment)
Questions?
Buyer Personas
Buyer Personas
Themes
Topic A Topic B Topic CProtection Efficiency Growth
What to Include in Your Toolkit?
Based on Buyer’s Journey
[Source: Content Marketing Institute, 36 Questions to Answer]
Funnel
© Perryn Olson 2016
• Blogs
• Social – LinkedIn & Facebook
• Presentations
• Articles
• Guest Posts
• Direct Mail
• PR
• Infographics
Top of the Marketing Funnel
Middle of the Marketing Funnel• Guides
• Webinars
• Quizzes
• Videos
Bottom of the Marketing Funnel• Case Studies
• Whitepapers
• Hard Offers: Assessments, ROI Review
Top of the Bus Dev Funnel• Tradeshows
• Lobby Events
• Networking
• Telemarketing
Middle of the Bus Dev Funnel• Lunch & Learns
• Roundtable Discussions
• Special Events
Bottom of the Bus Dev Funnel• Fact Finding /Discovery Meetings
• Needs/ROI Analysis
Sales Pipeline – Proposal • Proposals
• Initiate drip campaign:
• Infographic – What’s Next
• Whitepapers
• Case Studies
• Testimonials
Sales Pipeline – Proposal • Initiate drip campaign:
• Cost of Waiting
• Headache of Choosing the Wrong Firm
Ongoing Nurturing
Ongoing Nurturing – New Client• Welcome Kit with Key Team Members’
Pictures & Short Bios
• Team Members Connect via LinkedIn
• Email Newsletters
• Social Media
• Recognize Client Anniversaries
Ongoing Nurturing – Lost Opps• Email newsletters
• Social Media
• Mark contract renewal dates in CRM 6 months prior to renewal
Distribution
[Source: Studio S, An Introductory Guide to Content Marketing]
Employee Advocacy
Frequencypro·pin·qui·ty - noun1. the state of being close to someone or something; proximity.
• Social Media - Daily• Blog - 4 / month• Email - 2 / month• Guest Post - 1 / quarter• Hard Offer - 1 / quarter
• Guide - 2 / year• Webinar - 2 / year• Presentation - As Available• Networking - As Available
Schedule
Selecting Keywords
Guest Posts
Marketing Automation
Potential MetricsGoogle Analytics
• Traffic (Organic & Social)• Time on Website• Bounce Rate
Domain Authority by MozKlout
Conversions [Opt-ins]Email List SizeLeadsClosing RateClosed Business
Questions?
What NOT to Do!
Technical Speaking
Not Focused on the Buyer
Close, But Off the Mark
Salesy
Lack Content at Each Phase
Inconsistent
No Strategy
Two Secrets…
Repurpose All of Your Content
Source: contentmart.com
[Source B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends—North America from Content Marketing Institute and MarketingProfs]
B2B Marketers Outsource
ResourcesContent Marketing Association
HubSpot
Neil Patel
Moz
Influence & Co.
Hinge
Studio S
Thank you!Perryn Olson, CCMP, CPSM
504.888.MyIT
@perrynolson
/in/perryn
Download: http://bit.ly/2no30Im
