building a content marketing machine: develop, automate, deploy
TRANSCRIPT
Jennifer LimDemand Generation and Content Marketing
“A journey of a thousand miles
begins with a single step”
Lao Zi
Are all content marketing programs the same?
3 things your program should do:1.Educate2.Inform3.Inspire
3 things to set up a good program:4.Understand (and find) your audience – Data5.What keeps them up at night – Needs6.Help them solve their problem – Topic/Theme
Develop: How to use content to drive conversion
Product A
No Knowledge
Awareness
Interest
Consideration
Desire
Action
In-Life Customer comms & Retention
Aid brand awareness and recall - ATL radio, print ads, videos, search
How is this brand relevant to my life? Blogs, social media art, tweets, referral, endorsement
How is this brand helping me solve my problems – the things that’s keeping me up at night. Whitepapers, How to guides, Trend reports etc.
How do I benefit? Evaluate vendor. Tools/calc, testimonials,, reference checks, case studies, videos, review sites
Checklist, Pricing bundles, feature guides
Call back, Incentive
Product B
MQL
SQL
Lost Leads
Closed/Won
Sales funnel
Engage
Convert
Attract
Earned media
Beg, borrow, buy
Well-defined content strategy to support program eco-system
Product C
Automate: Setting up a publishing
model for content development
TOFL MOFL BOFLAwareness Engagement Conversion
Benefits of using brandCustomer testimonialsReview sitesCase studiesVideo testimonialsTrialsTools and calculators
*Split out into Product A, Product B and Product C assets – Cases, updates, CTAs
Other types of topics you can cover here in greater detail. Make sure it supports your gating strategy. - Whitepaper 1b- Whitepaper 2b- Whitepaper 3b
Theme 1 Here is a list of topics that you might want to cover to help solve the issues that’s keeping your customers up at night- Topic 1a- Topic 2a- Topic 3a
Theme 2 Here is a list of topics that you might want to cover to help solve the issues that’s keeping your customers up at night- Topic 1a- Topic 2a- Topic 3a
Other types of topics you can cover here in greater detail. Make sure it supports your gating strategy. - Whitepaper 1b- Whitepaper 2b- Whitepaper 3b
Education objective How can we solve what’s keeping our customers awake at night
Other types of topics you can cover here in greater detail. Make sure it supports your gating strategy. - Whitepaper 1b- Whitepaper 2b- Whitepaper 3b
Here is a list of topics that you might want to cover to help solve the issues that’s keeping your customers up at night- Topic 1a- Topic 2a- Topic 3a
Regulatory updatesLegal Updates - Insurance
Theme 3
Focussed, persona-interest driven communications
Capture profiling data as against the asset eg. Capture business size because we are running
Ensure topics can be sliced and diced and used from social media perspective
*Plan to own the conversation
Address Trust, Simplicty, Ease through visual design, association and reinforcement.
Stage Waterfall Asset Conversion event
Metric Team Activity
Attract Anonymous Visitor
Display ads, Adwords
Clicked on ad Impressions, CTR
Search, SEO SEO, PR, blog
FB, Twitter post Like page Organic growth
Social media Social media
Known Visitor Web form LP Complete form
# of new leads Marketing Acquisition Campaign
Engage Known Visitor EmailWeb pageSocial mediaWebform – progressive profiliing
Opens emailVisits/revisits LPDownload asset
CTRTime spent on page# of revisits
Marketing Engagement / qualification campaign
Conversion Known Visitor Lead profillingCall back formsDial inLead score
Completes formRequests callback
# visits to HV LPs
Marketing Incentive campaign
Lead MQL Correct Lead score
%Lead-Opp Marketing
Opp SAL Correct sales requirements
%Opp-Live Sales
Sale Customer %Closed-Won Sales Incentive campaign
Recycled Leads
Lost Leads EmailWeb pageSocial media
Opens emailVisits/revisits LPDownload asset
%Lead-Opp Marketing Re-engagement campaign
Retention / Renewal
Customer EmailWeb pageSocial media
Opens emailVisits/revisits LP%Renews
% Renewed Martketing Newsletter campaign
Deploy: Top tips to aid successful
execution1.Understand your customer 2.Address barriers3.Map content objectives to buyer’s journey4.Involve Sales (and others)5.Solve their problems (not yours, or your boss)6.Don’t, don’t, don’t try to convert them in the first email (or second, or third)7.Slice and dice – different formats8.Track, track, track
LINKEDIN: HTTPS://WWW.LINKEDIN.COM/IN/JENNIFER-LIMEMAIL: [email protected]