#cmworld

Demand Generation:Creating Content That Converts

and Shortens the Sales Cycle (B2B)

Rachel FosterFresh Perspective Copywriting

@CopywriterTO • #cmworld

#cmworld

How I Got Started in Content Marketing (A True Story)

Photo from “Joey Quits” (YouTube video)

#cmworld

#cmworld

How I Got Started in Content Marketing (A True Story)

Photo from Glengarry Glen Ross

#cmworld

How I Got Started in Content Marketing (A True Story)

Stop Selling. Start Helping.

#cmworld

How I Got Started in Content Marketing (A True Story)

#cmworld

The Biggest B2B Marketing Challenge

Word cloud designed by Adele Revella, Buyer Persona Institute

#cmworld

Key to Success #1: Create Content for Multiple Audiences

#cmworld

Key to Success #2: Create Content for Different Stages of the Sales Cycle

#cmworld

Key to Success #2: Create Content for Different Stages of the Sales Cycle

Early-Stage Leads 

They need content that educates them about their challenges.

(blog posts, white papers, case studies, articles, videos or podcasts)

#cmworld

Key to Success #2: Create Content for Different Stages of the Sales Cycle

Mid-Stage Leads 

They need proof of your ROI so they can build a business case for your products or services.

(case studies, testimonials, demos, data sheets, brochures, webinars, etc.)

#cmworld

Key to Success #2: Create Content for Different Stages of the Sales Cycle

Late-Stage Leads 

They need to see how you stack up against your competitors and have any doubts addressed.

(comparison sheets, customized content, proposals, etc.)

#cmworld

Key to Success #3: Discover Your StoryTo create compelling content, you must:

1. Discover Your Customers’ Story2. Discover Your Story

#cmworld

Key to Success #3: Discover Your StoryIt’s choose-your-own-adventure time!

A. DJing for swing dancers

B. Indoor campfire singers

#cmworld

Key to Success #3: Discover Your Story

#cmworld

Key to Success #3: Discover Your Story

#cmworld

Key to Success #3: Discover Your StoryHow can you get to know your customers and discover their stories?

#cmworld

Key to Success #3: Discover Your StoryHow can you discover your story?

#cmworld

Bonus Key to Success: Don’t Play It Safe

#cmworld

Success Story: B+H Architects

#cmworld

Success Story: Allstream

#cmworld

Summary: 3 Keys to B2B Content Marketing Success

1. Create content for multiple audiences2. Create content for all stages in the sales cycle3. Discover your story (but more importantly, discover your

customers’ stories)

BONUS KEY: Take risks!

#cmworld

Let’s Connect

www.FreshPerspectiveWriting.comB2B marketing blog and resources

Twitter: @CopywriterTOLinkedIn: Rachel Foster