Customers are increasingly serving them selves in the purchasing cycle. Content Marketing can help put your offerings on the radar and increase your lead generation. Here's few tips to how to get started.

1. Why you need it, and how to get the ball rolling

2. Why Content Marketing?!

3. 57%
of the buying cycle is now
completed before a sales
person is contacted.!
Source: The Digital Evolution in B2B Marketing, 2012

4. !
So, make sure you have
engaging content that
can serve your
prospects and
customers.!

5. !
It’s time to shift from
promotional content to
demonstrate a deeper
understanding of your
prospects’ and customers’
pain points.!
Source: Content Marketing for Lead Generation, 2014

6. Need more reasons?!
• Clients are more empowered, impatient and skeptical than
ever before.
• Content marketing supports trust, integrity, and
credibility.
• Socially shared content will increase brand awareness.
• Content will drive organic search results.
• Content marketing will increase visitor rates.
• Content with highly targeted keywords will drive a better
quality of leads.
• Content marketing will reduce the costs of other areas of
marketing such as public relations and advertising.
• Content marketing will increase client awareness, making
future sales cycles shorter.

7. Plan!

8. !
!
To get started,
ask yourself these key
questions...!

9. • Why do we publish?"
• Who will read our content?"
"
• How will our content differentiate?"
"
• What relevant topics and themes can we specialise in?"
"
• How will we use digital channels to promote our content?"
"
• How will we create, format, maintain, and optimise content?"
"
"

10. !
!
... You will find your
answers here…!

11. • Set goals!"
• Define buyer lifecycles and personas!"
"
• Consult your strategy & customer needs!"
"
• Talk to your Subject Matter Experts about industry needs!"
"
• Establish preferred channels and create a digital ecosystem!"
"
• Create x-functional teams that produce, distribute
& monitor content!"
"
"

12. Some B2B goals for Content Marketing!
0 20 40 60 80 100
Brand Awareness
Lead Generation
Customer Acquisition
Thought Leadership
Engagement
Retention/Loyalty
Website Traffic
Lead Nurturing
Sales
Source: B2B Content Marketing Trends, 2014

13. !
THOUGHT LEADERSHIP
CAN SUPPORT ALL THE
OTHER GOALS.!

14. ”! A thought leader is an individual
or firm that prospects, clients,
referral sources, intermediaries
and even competitors recognize as
one of the foremost
authorities in selected areas
of specialization, resulting in its
being the go-to individual or
organization for said expertise.

15. Thought Leadership benefits!
Early stage Middle stage Late stage
"
More inbound
inquiries"
"
More short listing"
"
Faster sales cycles"
"
Higher close rates"
"
Bigger deal sizes"
"
Increased customer
loyalty"
"
Higher lifetime value"
Source: Forrester, 2013

16. Organize!

17. !
AT THE HEART OF
CONTENT MARKETING
IS YOUR
ORGANISATION.!

19. Pitfalls!
• Make sure you combine people with strong knowledge of the
business and people with strong knowledge of digital
communication.
• Tap into the Subject Matter Experts in your organisation
and make them contribute.
• Define the split between Global control and Local
flexibility.
• For example: At what level do you want specific conversions
to take place: Global or Local?
• Define what qualifies a “qualified lead” – you’ll want Sales
to work with what you give them.

20. Create!

21. !
!
WHAT TOPICS &
THEMES WILL WE USE?!

22. Topics & Themes!
• Where’s the business value?
• Where’s our deepest industry knowledge?
• Where’s the competition weak?
• Where can we be Thought Leaders?
• What keywords should we use?
• What keywords should we avoid?
• What context should we plug into?
• Who are the KOLs?

23. !
!
WHAT FORMATS WILL
WORK FOR OUR
CUSTOMERS? FOR US?!
!

24. Formats that drive leads & sales!
0 10 20 30 40 50
Blog posts or articles
e-newsletters or magazines
Own community or forum
Animated explainer videos
Branded engagement
Whitepapers/e-books
Infographics
Mobile apps
Research reports
Webinars
Competitions
Wizards
Quizzes
Games
Source: Driving Content Marketing Success in 2014, European Edition

25. !
!
VIDEO ON A LANDING
PAGE CAN INCREASE
CONVERSION BY 80%!!
!
Source: B2B Video Marketing: B2B Benchmarks and Best Practices, 2014

26. !
WORK WITH YOUR
COPYWRITING. !
DO IT AGAIN. !
AND AGAIN.!

27. 80%!
of people will read and share a post before even !
reading the body text!
Source: The Ultimate Guide to Content Distribution

28. Make sure you know your content’s!
• Target audience
• Target industry
• Topic & theme
• Formats
• Keywords
• KOL’s
• Most Wanted Response
• Most responsive digital channel
• Performance

29. !
!
MAKE A CONTENT
CALENDAR – IT’S YOUR
MAIN EDITORIAL TOOL.!

30. Optimize!

31. !
!
There are 5 basic KPI
dimensions for your
content…!

32. KPIs for content!
REACH! ENGAGEMENT! AUTHORITY &
INFLUENCE!
CONVERSION / !
MWR!
ROI!
Page views Pages per visit Shares by reputable
users
Your conversion A Net new
opportunities
Visits Ave. time per visit Inbound links Your conversion B Online leads
Visitors Bounce rate SME references Your conversion C Rate premiums
Unique visitors Return visits Authority rank of
linkers
Your conversion D Accelerated decision
cycle
Visitors from mobile
devices
Social actions (likes,
shares, comments)
Brand mentioning Your conversion E % leads with digital
origin
Visitors from direct
traffic
2nd tier social actions
(ecosystem engage)
Keyword associated
brand mentioning
Cost per lead
Visitors from
branded search
Visitors from
unbranded search
Visitors from social
sources

33. !
MAKE SURE YOU
TRACK THE RIGHT
KPI’S AND FEED THEIR
PERFORMANCE BACK
TO THE TEAM.!

34. Thhannkk yyoouu"!