| Date post: | 26-Aug-2014 |
| Category: |
Marketing |
| Upload: | jane-tabachnick |
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Content Marketing To Improve Lead Generation and Sales
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. Source – content marketing institute
to tweet about this event please use: #SMWContentPower
Jane Tabachnick
President, Jane Tabachnick Marketing
Founder, Moozly – social content engine
18 years of experience creating digital marketing strategies and tools, for corporations, non-profits and small businesses.
Content Marketing To Improve Lead Generation and Sales
Andrew Schulkind
President, Andigo New Media
19 years of experience building digital communications tools for corporations, non-profits and small businesses.
Content Marketing To Improve Lead Generation and Sales
Developing a Content Marketing Strategy
Image: theoatmeal.com
Content Marketing To Improve Lead Generation and Sales
Developing a Content Marketing Strategy
Image: theoatmeal.com
Content Marketing To Improve Lead Generation and Sales
Overview
Why Content Marketing?
Generating Content
Defining Your Audience
Selecting Channels
Goals & Metrics
Q&A
Chocolate
Content Marketing To Improve Lead Generation and Sales
Image: winterson.com
Content Marketing To Improve Lead Generation and Sales
Overview
Content Marketing To Improve Lead Generation and Sale
“Always enter the conversation already taking place in their minds” Robert Collier
Generating Content
Content Marketing To Improve Lead Generation and Sale
2 Content
Generating Content
9 16 11 28 Content Content
Content
Content 3 Content
Content Marketing To Improve Lead Generation and Sale
Generating Content
Jan
Ap
r
Au
g
Dec
Content Marketing To Improve Lead Generation and Sale
Generating Content
• Frequency
• Resources
• Audience/Medium Preference
Content Marketing To Improve Lead Generation and Sale
Jane Bio Info and pic go here
Generating Content
Content Marketing To Improve Lead Generation and Sale
Generating Content
Content Marketing To Improve Lead Generation and Sale
Generating Content
Content Marketing To Improve Lead Generation and Sale
Jane Bio Info and pic go here
Generating Content
Content Marketing To Improve Lead Generation and Sale
Generating Content
Owned vs. Earned
Its not what you say about you, it’s what they say about you
URBAN Green Review
“Neil Chambers’ bold and brave
approach… is not only a
good read, but a pathfinder.”
Image: thewoodlandsprobate.com
Content Marketing To Improve Lead Generation and Sale
Content Marketing - Know Your Audience
Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience
Image: tvfanatic.com
What Keeps Your Audience Awake At Night?
Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience
Image: thewoodlandsprobate.com
• Know Your Audience
• Know Their Interests
• Go Beyond Guessing: Metrics, Persona Development, Surveys
Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience
Homeowners
Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience
Condo / Coop Boards���Managing Agents
Developers
Content Marketing To Improve Lead Generation and Sale
Channels
Chart C
ourtesy Marketing Profs / Junta 42
Content Marketing To Improve Lead Generation and Sale
Channels
Content Marketing To Improve Lead Generation and Sale
Channels
Content Marketing To Improve Lead Generation and Sale
Channels
Content Marketing To Improve Lead Generation and Sale
Channels
Image: milesizz via flickr
Content Marketing To Improve Lead Generation and Sale
Channels
Match Content to Audience
AND Channel.
Content Marketing To Improve Lead Generation and Sale
Channels
Content Marketing To Improve Lead Generation and Sale
• Create & Strengthen Relationships
• Establish Expertise
• Give Your Very Best
• Create Trust
• Lather, Rinse, Repeat
Channels
Image: itsunderstood.com
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Measure, Measure, Measure
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Measure, Measure, Measure
• Email subscribers
• Facebook “Likes”
• LinkedIn connections / group members
• Gated content downloadsLanding page trafficInbound calls
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Brand building or building awareness.
Educating your audience. Facilitate comparison pre-purchase.
Image: itsunderstood.com
Encourage Conversation
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Image: Louisville City Hall Examiner
Encourage Conversation
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Image: Home Makeover Windows. CertainTeed
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Our windows !are built to !the highest construction standards!!
Image: Home Makeover Windows. CertainTeed
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Our windows last longer!!
Image: Home Makeover Windows. CertainTeed
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Check out how our windows save you time and money!!
Image: Home Makeover Windows. CertainTeed
Content Marketing To Improve Lead Generation and Sales
Goals, Metrics & Conversion
Download tips for saving money in construction and remodeling!!
Content Marketing To Improve Lead Generation and Sales
Content Marketing Strategy Summary
• Authentic, customer-focused, provides real value
• Know your audience
• Balance content and marketing
• Content generation is easy
• Do only what you can do well
• Company-wide involvement
• Think beyond digital
Content Marketing To Improve Lead Generation and Sales
Downloadable Resource Guide
www.andigo.com/smw2012
or
janetabachnick.com/swm2012
Content Marketing Strategy Summary
