Content marketing is HOT. Marketing agencies do what they have always done: acquisition and campaigns. But content marketing is more “always on” than “campaigns”.
This presentation focuses on the conversion side of content marketing. It will teach you how to capture prospects on your Conversion Focused Lead Generation web site and turn them into HOT sales ready leads.
4. “87,65% of CEOs will invest like crazy
in Content Marketing Software”
!
Fartner Group
“Everyone and his mother will
jump onto Inbound marketing
before the end of last week”
!
Harasster Research
17. What’s it all about?
17
Content Marketing
Lead Management
Marketing Automation
Start at the top!
18. 18
Content Marketing
Instead of
!
Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...
!
... You create and distribute content that focuses on the problems and
challenges of your prospects.
!
Your prospects will search and find your content and then visit your site /
facebook page etc.
!
There you identify them and engage them in an ongoing dialogue.
or Inbound marketing
22. 22
Content Marketing
Instead of
!
Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...
!
... You create and distribute content that focuses on the problems and
challenges of your prospects.
!
Your prospects will search and find your content and then visit your site /
facebook page etc.
!
There you identify them and engage them in an ongoing dialogue.
or Inbound marketing
23. Prospect awareness scale
23
Unaware Problem Aware Solution Aware Product Aware Most Aware
*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996
http://www.copyblogger.com/blog-selling/
25. Remember this guy?
25
A very large part of the prospect’s buying
process happens before you’re even invited
Most of it happens on the web
Google it
30. 30
Content Marketing
Instead of
!
Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...
!
... You create and distribute content that focuses on the problems and
challenges of your prospects.
!
Your prospects will search and find your content and then visit your site /
facebook page etc.
!
There you identify them and engage them in an ongoing dialogue.
or Inbound marketing
32. The model
32
Start page Destination page Lead capture Goal
Segment Drive towards
capture
Secure lead
Then things get complicated
1. Visitors arrive here and there
2. Lead capture can happen directly on the page
Engage
38. Ok, prospect is on your page.
!
You want to capture the lead.
!
You present the hook.
Two challenges
38
HOW do yo integrate the hook content into the bait content
1. Layout - Where on the page do you place the hook?
2. Context - What hook goes on what bait page?
52. Your todo list
52
Stop Yelling in your own
language, start speaking in your
customers’
Kill the “whitepaper of the
month” approach
If it’s not working, you’re doing it
in the wrong place.