1. Suppor tingLeadGeneration10 MINUTE GUIDE TOCONTENT MARKETING

2. WHY CONTENT IS CRITICAL:ITS THE HUB THAT POWERS THE SPOKES 3. WHY CONTENT MATTERS:BUYER JOURNEY VS. SALES CYCLEBuyer JourneyAwareness Active Evaluations Purchases70% of buyers journeySales CycleBuyer Touch Points: Peers/colleaguesBuyer Touch Points: Online search Expert reviews Customer reviewsBuyer Touch Points: Provider websites Provider Sales reps Provider demosBuyer Touch Points: Price quote Contract termsBrand Touch Points: Sales rep (phone) Online chatKey Takeaways: Brands need to be visible (via content) during first 70% of buyer journey Brands must leverage content to build brand preference PRIOR to sales conversation 4. OrganizationTools GETTING STARTED 5. ORGANIZING FOR CONTENT MARKETING:LARGER ORGANIZATIONS 6. ORGANIZING FOR CONTENT MARKETING:SMALLER ORGANIZATIONS Insource: identify internal resource who understandsyour (positioning, buyer audience, buyer journey) tooversee consistent message delivery: Curation EditingOutsource: content production (copywriting, video,Infographics) Agencies: content4demand Networks: Contently, Zerys, Helium Network, Scripted 7. TOOLS FOR CONTENT MARKETING:LESS IS MORE Simple tools for Getting Started: Buzzsumo (curation) DivvyHQ (editorial calendar) Buffer (social sharing) See tool guides provided by separately: 8 Content Production Tools to help Marketers Transform intoContent Publishing Machines (CMI) 8. AggregateCurateCreatePubl ishWORKFLOW BASICS 9. WORKFLOW BASICS:AGGREGATION VS. CURATIONAggregation is theprocess of collectingcontent.Curation is theprocess of selectingcontent that you willuse for republishingto your brandswebsite, followers ornurtured salesleads. 10. WORKFLOW BASICS:CURATING CONTENT FOR REPUBLISHING1. Identify keywords, hash tags or topics of interest and loadthem into your curation platform2. Like a search engine, the curation platform wi l l returncontent that it finds that it thinks matches what you areseeking3. Review the content and flag those items that are usablenow, earmark those for use later (tag them for easyretrieval) and discard the rest4. Append the content posts with comments (brandperspective) to add a sense of thought leadership5. Publ ish to your blog or website ( if the content is destined foryour website), or push the comments out through socialmedia (within the platform, or using a tool l ike Buf fer) 11. WORKFLOW BASICS:CREATING BRANDED CONTENT1. Identify Topic Ideas Pain Points or Motivators from Buyer Personas Brand FAQs Quotes/comments from brand primary buyer research Online conversations or complaints about competitors Sales conversation transcripts2. Scheduling & Writing Assign writers (based on topic & format fit) Track deadlines for each item in an Editorial Calendar Have an Editor review copy for audience & buying stage fit3. Re-Use: Look for Ways to Repurpose for Reach 12. WORKFLOW BASICS:DOS & DONTS OF CONTENT REUSE Distribution DONT simply put the same content in dif ferent channels DO think about how users in that channel want to interact with thecontent Engagement DONT ask what more can I create? DO ask , how can I give my readers a new way of understanding a keyissue? Personalization DONT recycle the same content again and again DO customize your content for a certain vertical or place in the buyingcycle Repurposing DONT consider content repurposing as an afterthought DO plan a way to repurpose your content from the project start 13. WORKFLOW BASICS:4 IDEAS FOR REPURPOSING CONTENT1. eBook Consider including scattered information from blog posts,presentations, and articles2. Slideshare Tell a Story Highlight a List Share quotes from experts3. Email series Break complex topics into smaller narratives4. FAQs Pre-empt potential questions 14. WORKFLOW BASICS:CONTENT PUBLISHINGPost Your blog + social feeds Others blog + social feeds Contributed editorial to thought leadership publicationsSyndicate Paid options Real Gravity Outbrain Taboola Unpaid options your RSS feed to industry sites needing content Reddit.com Medium.com 15. WORKFLOW DETAILS:A NICE DETAILED REFERENCE GUIDE 16. MeasuringSuccessMETRICS 17. DASHBOARDS:CONTENT & CHANNEL REPORTSContent Type # of Campaigns $ SpentLeads(to date)CPLWhitepaper 4 $3,011.00 129 $23.34Webinar 3 $4,509.00 316 $14.27Tutorial 3 $4,738.00 344 $13.77Infographic 6 $6,487.00 234 $27.72Buyer Guide / Checklist 4 $7,690.00 203 $37.88TOTAL 20 $26,435.00 1226 $21.56ChannelNet New Namesper MonthNew NamesChangeMQL this month MQL Change (%)Sponsored Webinar 398 30% 123 20%Sponsored Email 337 28% 202 23%Online Advertising 2015 50% 1219 30%Website (SEO) 210 15% 44 11%Events 126 11% 24 8% 18. DASHBOARDS:CAMPAIGN/PROGRAM REPORTChannel Channel Total Members Net New NamesMQL(by channel)Cost permemberCost per NewNameCost per MQLWebinar with Buzzfeed Sponsored Webinar 425 398 123eMarketer Enail Sponsored Email 339 337 202LinkedIn Sponsored Posts Online Advertising 1714 1696 1028Native Ad Online Advertising 319 319 191 19. Questions?(210) 2013246THANK YOUWWW.STEVEPATTICMO.COM