Why Content Marketing?

Decision-Making is Changing

Forbes Article

No more feature-checking, no longer a linear path

Sales & Marketing Model is Changing

Prospects are more savvy about doing research and getting information

*No, we’re just suggesting you STOP what you’re doing. Just start evolving.

The Way People Find Information is Changing

93% of B2B buyers begin their buying process

using Internet search.” Source: Marketo

B2B and B2C buyers take diverse paths

Traditional Outbound Marketing Channels are Losing Effectiveness

Interrupting vs. Attracting

PUSH PULL

Go-to-Market Strategies Must Evolve

Football

Revenue

Generatio

n

Running

Bigger & Faster

Forward

Pass

Balance

West Coast Offense

Complexity

Responding to: Clients, Competition, Stakeholders, Staff, Operating/Profit

Model

Spread Offense

Versatility

Geography

Seeing the

People

Seeing the

Right People

Needs/Checklist

Following the $

Wants/Solutions

Connection

You Must Authentically ConnectWith buyers and with the search engines…because you can’t fool either one!

What did a buyer hear from your sales person?

What do they read on your website?

What do they see on your blog?

What do they see posted on your social media pages?

What do they experience with your products and services?

ALL of these things work together to help you connect

The Answer is Content Marketing

Think of yourselves as publishers…like a magazine…

The practice of creating and sharing impactful information in

order to “connect”

You are communicating how you are aligned with their

important “business & *political” issues

*(Not government politics, office and decision-making politics)

Content Marketing helps tell your brand story & increase your

exposure in search engines.

Light Connection

Heavy Connection

eBook/eGuide/White papereNewsletter subscribersBlog followersLinkedIn connectionsLinkedIn group membersTwitter followersENGAGING on social media (likes, comments, replies, shares)

Interacted with you1-on-1 via phone/email

Moving from Stranger to Connection and “Existence” in Search Engines

Different pieces of content, delivered in different formats increase brand

visibility

I Don’t Get It

Now I Get It.

We Want to Move Forward

Connection with a sales person1-page overviewCase StudiesProposalContract

Moving from Connection to Decision

The sales team needs tools to move people to the “Now I Get It” level

Once it starts, it’s very hard to slow down

You’re Building a Flywheel

The Lamp, Lifeboat & LadderWe are “Authenticity Navigators”

There must be a strategy, and it must be project managed