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A presentation on how to create content that your audience will love and that your firm's partners will love you for doing!
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Using Content to Make
Marketing that Prospects...
And Partners Love!
Presented by VitbergLLC
When was the
last time you
got marketing
that you loved?
How often
does a partner
get a qualified
lead from the
firm’s digital
marketing
assets?
Content marketing is the discipline of
creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the goal of acquiring
new customers or increasing business from
existing customers.
Let’s start with a definition:
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The 5 Benefits of Content Marketing
According to CMI, 82% of B2B companies cite brand
awareness as a goal for content marketing
Brand Awareness – Corporate and Personal
If you create great content, answer questions well,
and provide resources that real people love,
Google will reward you.
Get Found First – Higher Search Engine Rankings
Thought Leadership -> Competitive Differentiation
Articles
Speeches
Panels
Blog posts
Etc…
“VISIBLE EXPERT” GO TO AUTHORITY
Cost Effectiveness
Content marketing costs 62% less than
traditional marketing and generates
about 3 times as many leads.
Source: Demand Metric
Lead -> Customer Acquisition
61% of people feel better about
a company that delivers custom
content and are more likely to
buy from that company.
Source: Custom Content Council
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What You Need
1. A great plan: objectives, strategies and tactics
2. Lots (and lots) of different types of content
3. Give your visitors a great experience
4. Context
5. Great offer Leads
6. Metrics
7. Technology
8. Resources
9. Commitment
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A GREAT PLAN: OBJECTIVES, STRATEGIES AND TACTICS
“A goal without a plan is just a wish.”
- Antoine de Saint-Exupéry
STRATEGIC PLANNING
PROCESS
SET GOALS
DEFINE STRATEGIES
(“WHAT”)
CREATE TACTICS FOR
EACH STRATEGY
(“HOW”)
SCHEDULE EXECUTIONS
(“WHEN/WHO”)
MONITOR AND MEASURE
REVIEW AND REVISE
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LOTS (AND LOTS) OF DIFFERENT TYPES OF CONTENT
Articles
Blogs
Discussion forum
eBooks
eNewsletters eLearning series
Executive roundtable
FAQ web page
How to Guides Infographic
Online media site
Online news release
Podcasts Research reports
Resources web page
Seminars
Social media
Testimonials
Videos
Virtual conferences
Webinars
White papers
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NO
Polling Question 1
Does your firm have an active blog
(i.e. – posting at least once per week)?
YES
DON’T KNOW
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GIVE YOUR VISITORS A GREAT EXPERIENCE
Great visitor
experience?
You can do it!
76% of visitors say the most important factor
in a website is "the website makes it easy for
me to find what I want.” - HubSpot
11 Tips to Give Your Site Visitor a Great Experience
1. Easy to navigate
2. Easy to find information
3. Written in human-terms
4. Visually appealing
5. Full of great, relevant content
6. Fresh content
7. Speak to the prospect (not about yourself)
8. Less copy more pages
9. No stock imagery/photos
10.No boring headshots
11.Not cluttered
Smart Forms
Responsive Websites
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CONTEXT
Specialty / Niche Newsletters
Health Care
Reform Monthly
Share information with
employers about the ACA and
related regulations.
Business owners and
managers will appreciate and
benefit from the tax-efficient
ways to meet ACA
requirements while
controlling their costs and
achieving their business
goals.
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GREAT OFFERS LEADS
CTA Button Landing Page
Email Notification
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NO
Polling Question 2
Does your firm “gate” their content with forms that
prospects must complete before getting that
content?
YES
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METRICS
Always measure, test and improve
BizAction Metrics
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TECHNOLOGY
Optimized, Content Rich Website
Content
Personal
Branding
Lead
Generation
Paid
Media
HubSpot
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RESOURCES
PEOPLE CONTENT
INVENTORY TECHNOLOGY
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COMMITMENT
Getting Partners and SMEs to step up to the
plate & produce content is really hard
Commitment means staying loyal
to what you said you were going to
do long after the mood you said it
in has left you.
Content Publication Schedule
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DIFFICULT
Polling Question 3
How difficult is it to get partners in the firm to
write content for marketing purposes?
VERY DIFFICULT
SOMEWHAT DIFFICULT
NOT DIFFICULT
(Proposal writing doesn’t count!)
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THE CONSTRUCTION CALCULATOR CAMPAIGN
Starter questions & answers
Target niche?.............Construction
Sales strategy?...........Profitability enhancement
Persona?..................Owners, firms $5-50 million
Pains/issues?.............Making each job profitable
Construction Campaign
Context Strategy
TOFU Calculator
MOFU Case Study
BOFU Consultation
Construction Campaign
Promotional Tactics
On site CTA buttons
Landing pages
Strategic placement
Blog posts
Off site Email
eNewsletter
Social media
Construction Campaign
Workflow
Construction Campaign
Campaign Results
818 Total Visits 131 Total New Leads
5 818 131
8 421 149
173 36 15
15
272
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Conclusion: Making Marketing that Prospects
and Partners Love
1. Have a great plan
2. Lots and lots of different types of content
3. Give visitors a great experience
4. Context
5. Use offers for lead generation
6. Metrics
7. Invest in Technology
8. Use the right level of resources
9. Commitment
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NO
Polling Question 4
Should the “reluctant rainmakers” in the firm be
required to contribute to content marketing in lieu
of 1:1 marketing?
YES
DON’T KNOW
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Thanks for attending! What content marketing is and how it can
grow your business
Revealed: the top 5 most effective content
marketing tactics
20 key benefits of content marketing
How to tie content marketing into your sales
cycle
29 easy to find sources for getting content
How much are firms spending on content
marketing programs?
4 powerful ways to leverage your current
content for more visitors and leads
www.vitbergllc.com
