Perryn Olson, CCMP, /in/perryn

Transcription

1 Building a Content Marketing Program from the Inside Out Perryn Olson, CCMP, /in/perryn

2 What is Content Marketing? [Source: Content Marketing Institute]

3 When Did Content Marketing Start?

4 Source:

5 Michelin developed 400- page guide for drivers to maintain their cars Source:

6 Jell-O created a free recipe book Source:

7 Burns & McDonnell launched Benchmark magazine covering engineering Source:

8 Proctor & Gamble began radio soap operas Source:

9 Hasbro partnered with Marvel to create GI Joe comic book to promote their toys Source:

10 So, Why Content Marketing?

11 Buyers Want to Content 96% of B2B buyers want content with more input from industry thought leaders [Source: Demand Gen Report, 2016 ]

12 Buying Habits Have Changed 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep [Source: Demand Gen Report, 2016 ]

13 Buying Habits Have Changed 80.8% of referred buyers check out a firm s website & they check out 3.2 different channels [Source: Hinge, Beyond Referrals]

14 Buyers Struggle to Tell Firms Apart Prospective buyers are not educated enough to discern our technical skills, thus they struggle to evaluate beyond price

15 Content Marketing Rocks SEO 3x more traffic when B2B companies blog 11+ times a month compared to 0-1 times [Source: HubSpot, 2015 Marketing Statistics ]

16 Content Marketing Rocks SEO 7.8x more traffic generated by content marketing leaders than non-leaders [Source: Neil Patel, 2016]

17 Increase Non-Client Referrals 81.5% of professionals received a referral from a non-client based on their reputation [Source: Hinge, Rethinking Referrals]

18 Command Higher Fees 13x higher fees top thought leaders command compared to average B2B professionals [Source: Hinge, The Visible Expert]

19 Recruiting Top talent seeks out mentors to learn from [Source: Hinge, The Visible Expert]

20 Disperse Perceived Knowledge & Attention For firms with retiring principals, promoting the next gen eases the transition and perceived risk to client

21 Your Competitors are Doing It 91% of B2B marketers are using content marketing [Source: B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends North America from Content Marketing Institute and MarketingProfs]

22 Content Marketing Works 77% of marketers said efforts were moderately to extremely successful Only 2% reported their efforts not successful [Source: B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends North America from Content Marketing Institute and MarketingProfs]

23 Content Marketing is Cheaper 62% cheaper compared to outbound marketing, yet generates 3x as many leads [Source: Demand Metric]

24 Why Content Marketing? Thought leadership* creates more high dollar, negotiated work while attracting like-minded clients & employees

25 Is Your Firm a Good Fit for Content Marketing?

26 Good Fit for Content Marketing? Assess current marketing does any thought leadership already exist? Culture of education & training? Do you have a long sales cycle? Leadership long-term thinking? BD on the same team as marketing? Do you have time and/or money? Decision makers ROI focused?

27 Selling It to Your Boss

28 Technicals Want to Educate, Not Sell Consumer Behavior Changed Seek Answers Online, Validate Online Creates Differentiation for Your Buyers Lowers the Cost of Proposals ROI (Return on Investment)

29 Questions?

30

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32 Buyer Personas

33 Buyer Personas

34 Themes Topic A Topic B Topic C Protection Efficiency Growth

35 What to Include in Your Toolkit?

36 Based on Buyer s Journey [Source: Content Marketing Institute, 36 Questions to Answer]

37 Funnel Perryn Olson 2016

38 Top of the Marketing Funnel Blogs Social LinkedIn & Facebook Presentations Articles Guest Posts Direct Mail PR Infographics

39 Middle of the Marketing Funnel Guides Webinars Quizzes Videos

40 Bottom of the Marketing Funnel Case Studies Whitepapers Hard Offers: Assessments, ROI Review

41 Top of the Bus Dev Funnel Tradeshows Lobby Events Networking Telemarketing

42 Middle of the Bus Dev Funnel Lunch & Learns Roundtable Discussions Special Events

43 Bottom of the Bus Dev Funnel Fact Finding /Discovery Meetings Needs/ROI Analysis

44 Sales Pipeline Proposal Proposals Initiate drip campaign: Infographic What s Next Whitepapers Case Studies Testimonials

45 Sales Pipeline Proposal Initiate drip campaign: Cost of Waiting Headache of Choosing the Wrong Firm

46 Ongoing Nurturing

47 Ongoing Nurturing New Client Welcome Kit with Key Team Members Pictures & Short Bios Team Members Connect via LinkedIn Newsletters Social Media Recognize Client Anniversaries

48 Ongoing Nurturing Lost Opps newsletters Social Media Mark contract renewal dates in CRM 6 months prior to renewal

49 Distribution [Source: Studio S, An Introductory Guide to Content Marketing]

50 Employee Advocacy

51 Frequency pro pin qui ty - noun 1. the state of being close to someone or something; proximity. Social Media - Daily Blog - 4 / month - 2 / month Guest Post - 1 / quarter Hard Offer - 1 / quarter Guide - 2 / year Webinar - 2 / year Presentation - As Available Networking - As Available

52 Schedule

53 Selecting Keywords

54 Guest Posts

55 Marketing Automation

56 Potential Metrics Google Analytics Traffic (Organic & Social) Time on Website Bounce Rate Domain Authority by Moz Klout Conversions [Opt-ins] List Size Leads Closing Rate Closed Business

57

58 Questions?

59 What NOT to Do!

60 Technical Speaking

61 Not Focused on the Buyer

62 Close, But Off the Mark

63 Salesy

64 Lack Content at Each Phase

65 Inconsistent

66 No Strategy

67 Two Secrets

68 Repurpose All of Your Content Source: contentmart.com

69 B2B Marketers Outsource [Source B2B Content Marketing: 2018 Benchmarks, Budgets, and Trends North America from Content Marketing Institute and MarketingProfs]

70 Resources Content Marketing Association HubSpot Neil Patel Moz Influence & Co. Hinge Studio S

71 Thank you! Perryn Olson, CCMP, CPSM /in/perryn Download: