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How the Best Marketers are Producing Great Content Quickly
(Part 2 of 2)
As part of a sales and marketing project, I recently performed a content audit for a B2B technology
company. Here are the results:
14 categories of content (i.e. eBooks, Podcasts, Case Studies, etc.)
154 individual pieces of content
Buying Process Stage Content Distribution (by stage)
Conversion Rates (by stage)
Attention (A) 50% 2 - average
Interest (I) 25% 1 – below average
Desire (D) 5% 3 – ABOVE AVERAGE
Action (A) 20% 1 – below average
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THE PAIN
Middle funnel content is the most effective content in moving a prospect towards becoming a customer
“Desire” content scored ABOVE AVERAGE, but only had a 5% distribution rate and 8 pieces of content in bucket!!
These 8 will eventually grow stale and cause a leaky funnel
Leaky funnel = missed revenue targets
The Solution
The study showed it was not the quality of the content causing the
conversion problem, but the COMMUNICATION VEHICLE
used to distribute it!! (i.e. blog, email, newsletters, etc.)
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Key Points
1. Benchmark your content to see which is converting prospects to customers and at what rate.
2. Perform a content audit to determine if you have enough pieces, up and down the funnel, to make the number.
3. Pay attention to the communication vehicle used to get the content in the hands of the prospect.
4 Easy Steps to Benchmark your
Demand Generation Content
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Step #1 – Perform a Content AuditEXAMPLE
• Key Points1. Specific content types can serve across2. Content types can be tailored to a need at the specific stage in the
buying process
Makedecisions
Step #2 – Audit your Competitors
WEBSITE CONTENTEXAMPLE
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Step #3 – Mystery Shop your Competition
Pose as a prospect.
Learn how your competition
uses their demand generation
content to sell.
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Here is an example comparing two competitors:
ScriptPro vs. Kirby Lester
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Step #4 – Interpret the Differences
We filled out the form on each site.
Both vendors responded inside of 90 mins indicating the presence of a lead development team. A LDT sits between sales and marketing and their job is to turn leads into opps. This suggests both marketing departments are skilled at capturing interest and following up.
We called into each 888 line.
The ScriptPro rep qualified us and asked for a sales appt. The Kirby Lester rep did not qualify us and did not secure the next sales call. ADVANTAGE ScriptPro
We asked each for pricing information.
The ScriptPro rep sold the way we wanted to buy. Kirby Lester refused to give us a price. He put his needs ahead of ours. No intention of engaging KL further. Too difficult to deal with. ADVANTAGE ScriptPro
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A summary of key points… Prospects decide if they are going to buy from you
before they meet you.
Your demand generation content needs to outsell your competitor’s content.
Mystery shopping allows you to benchmark your content vs. your competition.
What do you do now?
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Learn More
If you don’t have a content management process or need help optimizing your current one, Contact us to hear the rest of the story...
Email - [email protected] - 1-888-556-7338Web: http://www.salesbenchmarkindex.com
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