b2b content that drives conversions
TRANSCRIPT
B2B Content That Drives Conversions
A Better B2B Marketing Clinic
@Brainrider
Scott Armstrong is your presenter today. He is a partner @Brainrider where he specializes in better B2B marketing.
What you’ll learn in the next 25 min • Why content isn’t converting as well as you need it to
• The 5 keys to creating content that converts
• How content can influence B2B buyer decision-making
• Which content approaches work best for: – Converting visitors to prospects
– Converting prospects to engaged leads
– Qualifying engaged leads as sales-ready
• How to develop & test content ideas in a scalable, efficient way
Content is difficult and expensive.
…and doesn’t deliver enough value.
The buyer is in
Buyers need useful content to make a sound buying decision.
What’s my problem?
How do I fix my problem?
Are you right for me?
5 truths of better content
1. Customer-focused 2. Demonstrates subject
matter expertise 3. Aligned with programs 4. Easy to publish & share 5. Measurable performance
It’s not about you.
Customers want content that helps them solve problems…
Übersuggest
… aligned to their buying decision.
If your customer is asking:
What’s my problem?
How do I fix my problem?
Are you right for me?
They want:
Education & Benchmarks
Solution Options & Product Suitability
Proof Points & Decision Support
What to share
with them:
•Trends •Benchmarks •Analyst coverage •101 Education •How to guides •How other people are solving this
•What is the solution & how does it work •Solution comparisons •Pitfall analysis •Readiness & suitability assessments •How to choose a vendor
•Pricing •Bench strength demonstration •Case studies •ROI/TCO •Working with us •How to buy
5 keys to creating content that converts
1. Identify, plan, and organize by customer needs & pains
2. Leverage your company’s subject-matter expertise
3. Target buyer intent search keywords and phrases
4. Describe your content using customer language
5. Test & learn with light tactics, then scale winners into heavier tactics
Identify, plan, and organize by customer needs and pains.
Identify customer needs & pains • How to …
• How do I …
• Do I need more/less …
• Should we …
• Comparing …
• Choosing a …
Plan & organize content assets by customer needs & pains
Leverage your company’s subject matter expertise.
Citibank targets SMBs…
…with marketing advice.
Find subject-matter expertise that connects with customer needs.
• Who are your SMEs and what do they know? • Reverse engineer what you already sell • Ask your customer-facing staff • What search terms are driving site traffic? • What on-site search terms are common? • What searches are high volume?
Target buyer-intent keywords and phrases.
Look at longer search phrases for suffixes that show buyer intent.
…jobs in San Francisco …job description
…comparison …alternatives …white paper
…pricing …best practices
…pricing comparison …implementation guide …consulting hourly rate
…email/landing page template …requirements document
…contract terms …structure of team
MARKETING AUTOMATION…
Describe your content using customer language.
Which one is buyer-focused?
Marketing Automation Vendor Comparison Guide
Marketing Automation Buyers Guide
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Which one is buyer-focused?
Marketing Automation Vendor Comparison Guide
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Which one is buyer-focused?
How To Sell Marketing Automation To Your Boss
Marketing Automation Requirements Document Example & Template
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Which one is buyer-focused?
How To Sell Marketing Automation To Your Boss
Marketing Automation Requirements Document Example & Template
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Test & learn with light tactics, then scale winners into heavier tactics.
Test & learn with light tactics
• Social media sharing
• Social publishing
• Blogging / guest blogging
• Article syndication / contribution
Repurpose existing assets buried deep inside your content shoebox • Dense marketing assets: White papers, ebooks • Recorded media: webinars, podcasts, videos • Image media: infographics, illustrations,
presentations • Training materials • Support manuals, user forums, knowledge base • RFP responses & sales proposals
Measure website engagement
Measure content engagement
Measure form & LP conversions
See what contributed to a sale
RESOURCE Marketing Automation Optimization Checklist
RESOURCE 2013 B2B Marketing Budget Allocation Tool
RESOURCE Better B2B Marketing Checklist
WEB VISIT PAGEVIEWS Web content about planning & content
How the end result should look
Resources For Better B2B Marketing
For more helpful B2B Marketing content, visit:
Resources: brainrider.info
Articles: brainrider.com/blog
@Brainrider
www.linkedin.com/company/brainrider
Go to Brainrider.com/b2b_cheatsheets
Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist
Let’s review your sales readiness offers Free 20-minute consultation