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Demand Generation:Creating Content That Converts
and Shortens the Sales Cycle (B2B)
Rachel FosterFresh Perspective Copywriting
@CopywriterTO • #cmworld
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How I Got Started in Content Marketing (A True Story)
Photo from “Joey Quits” (YouTube video)
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How I Got Started in Content Marketing (A True Story)
Photo from Glengarry Glen Ross
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How I Got Started in Content Marketing (A True Story)
Stop Selling. Start Helping.
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How I Got Started in Content Marketing (A True Story)
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The Biggest B2B Marketing Challenge
Word cloud designed by Adele Revella, Buyer Persona Institute
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Key to Success #1: Create Content for Multiple Audiences
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Key to Success #2: Create Content for Different Stages of the Sales Cycle
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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)
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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.)
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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.)
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Key to Success #3: Discover Your StoryTo create compelling content, you must:
1. Discover Your Customers’ Story2. Discover Your Story
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Key to Success #3: Discover Your StoryIt’s choose-your-own-adventure time!
A. DJing for swing dancers
B. Indoor campfire singers
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Key to Success #3: Discover Your Story
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Key to Success #3: Discover Your Story
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Key to Success #3: Discover Your StoryHow can you get to know your customers and discover their stories?
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Key to Success #3: Discover Your StoryHow can you discover your story?
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Bonus Key to Success: Don’t Play It Safe
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Success Story: B+H Architects
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Success Story: Allstream
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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!
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Let’s Connect
www.FreshPerspectiveWriting.comB2B marketing blog and resources
Twitter: @CopywriterTOLinkedIn: Rachel Foster
