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Move Over ContentMeet the New King
● Specializing in manufacturing - b2b● Strategy for content marketing, SEO and social media
● Content for sales, social media and search● Analytics to ensure it’s working
Winbound provides content marketing for small marketing departments.
The King isn’t dead...● 56% of businesses reported they
want to increase their content creation spending.*
● 92% of marketers reported that their company views content as a business asset.*
● Marketers who prioritize blogging efforts are 13x more likely to see positive ROI. **
*Content Marketing Institute**Hubspot
...it’s just not as effective as it could be.
● 100K posts: Over 50% had 2 or less Facebook interactions*
● 100K Posts: Over 75% had zero external links*
● Neil Patel - “More than half my content doesn’t even generate 83 visits a month” (4,784 blog posts)
* Buzz Sumo
What’s the underlying problem?
1. The obsession with isolated triggers rather than recognizing the conditions that make them spread. (Misplaced focus on yourself)
2. The effort to preserve content at all costs -- rather than seizing the opportunities around it. (Creating boundaries)
3. Relentless search for best practice. (Mistaking strategy for universal solutions.)
“Being able to recognize, leverage and manage connections separates companies that succeed from those that fail.”
- Bharat Anand
Anyone can create content -- but connections allow it to grow.
1. Connect internally
2. Connect externally
How I ended a company identity crisis in one hour.
I didn’t do what the marketing team wanted.I didn’t do what the sales team wanted. I sure as hell didn’t do what the management team wanted.
I did what the customer wanted.
The customer is your baby.
Build connections with the people who care about the baby.
1. Connect Internally: Align marketing with sales
Good things happen when these departments
connect.● Aligning both departments can lead to 38% higher
sales win rates
● It can help generate 209% more revenue from marketing
● It generates 36% higher customer retention rates.
-source: zoominfo.com/sales-and-marketing-alignment-statistics
When you’re sales-driven you think a lot about...
● Sales quotas● “Always be closing”● Leads, leads, leads
When you’re marketing-driven you think a lot about...
● Digital strategies● Likes, clicks, and shares● New logos, branding
Focus on the customer and you’re “market-driven,” so you’ll think about...
● Hopes and dreams of your customers and their friends
● Listen to their frustrations● Invest in changing the
culture
Know your baby: Join forces on customer research
1. Talk to your sales team - find out what makes customers buy.
2. Share those thoughts with customers - find the emotional reaction...the “somatic markers”.
3. Distill to find the challenges and “top of funnel” themes...then create content.
Pro Level: Enlist your sales team to create research for prospecting and content.
Short-term
SearchSocialSales
Top of funnel content on
website and guest blogs
Targeted Lead Gen ads to LinkedIn or Trade Pubs
Intel-based
Sales Outreach Sequence
Long-term
● Find “intel” on customer - Tell them something helpful they didn’t know about themselves.
● Develop a specific list of companies you can help.
● Create sequence of contacts for your sales team. Email, personal letter, phone calls.
Provoke
Promote
● Create either a lead magnet on data you’ve compiled.
● Advertise lead magnet on LinkedIn and in specific trade pubs
● Encourage sales team to build LinkedIn contacts with targets (warm leads).
Provide
● Create top of funnel content
● Use collaborative content approach to build inbound links and expand network
2. Connect Externally: Collaborate on content
SEO relies on connections.
Loving / Hating
The top of the funnel is the
best place for content
collaboration Using
Buying
Comparing their options
Looking for a solution
Thinking about problems
It’s all about relationships. Don’t let anyone tell you any different.
- Jim Sendecke
Finding influencers and collaborating with them leads to better content, more traffic, and long-lasting relationships.
- Andy Crestodina
Connect and collaborate with suppliers / partners
Connect and collaborate with multiple experts
Connect and collaborate offline (promote online)
Return to your influencers for updates of old content
Access their network of friends
Digital referral source
Pro Level: Connect Your Metrics
1. Top-of-funnel traffic to website2. Mid-funnel lead magnet sign-ups3. Marketing qualified leads4. Sales-accepted opportunities5. Branding6. Business Value
Takeaways
1. Connections separate businesses that succeed from businesses that fail
2. The customer is your baby3. Connect internally: Marketing and sales4. Connect externally: Partners, suppliers influencers5. Connect your metrics
Greg Mischio [email protected]
Resources from WinboundThis deck and sign-up for our Content - Conversion Scorecard (includes keyword rankings):
Winbound.com/dreambank-connect
