content strategies proven to convert leads
DESCRIPTION
To create an effective content strategy, a company needs: targeted messaging, defined buyer personas, consistent delivery, and tons and tons of content. Paul Rafferty, CEO of Sales Engine International, outlines the essential components of an effective content strategy proven to convert leads.TRANSCRIPT
Content Strategies Proven to Convert Leads
Today’s PresenterPaul Rafferty, CEO Sales Engine International
Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.
About Sales Engine International
Agenda
• Why the increased Demand for Content?• Content creation challenges• Messaging best practices• Identifying and reaching buyer personas• Inbound content strategies• Execution
Why We Need More Content?The World of Selling Has Changed
- 85% of Cold Calls Go to Voice Mail
- 80% of B2B Buyers “Find” the Sellers
Why we Need More ContentIntegrated Marketing (Outbound/Inbound)
Top Challenges in Content Creation
• Very Time consuming (research, write, edit)
• Important, not Urgent • Hard to get time of Executives / Thought
Leaders• Constant Creativity and Innovation
required
Where Does Good Content Start?
MarketPain Points
YourCompetito
rs
Your Strengths
Why You
Messaging that Makes a Connection
Identify Personas as Part of Messaging Strategy
CEO CFO VP HR
Keywords:Understand how Your Buyers Find You
Keywords
SEO Ranking
Making a Connection Leads to Conversion
3 Minutes of Video, 3X the Content
Exploding Your Content
Video > Podcast > Transcript > Article > PDF
Additional content opportunities:• Flash
presentations• PowerPoint
presentations• Press Releases• Microsites• Webinars
HTMLArticle
Q &A Videos(Pain,
Impact,Solution)
MessagingWorkshops
Buyer Persona
Keywords
A Unique Approach – Content Channel
Offer the Right Content Format and Boost Conversion Rates
CEO CFO VP HR
E-Newsletters: Thought Leadership for a Wide Audience
Targeted Campaigns: Reach Prospects By Industry or Persona-Specific Pain Points
Trigger Event Campaigns:Capitalize on Timing
1:1 Campaigns:Reach Top Prospects
Complete Sales Overview Video
The Role of Marketing Automation
Marketing Automation Platform
Content
Buying Person
a
Online Activity
Buyer Phase
Right Message
Right Person
Right Time Right Follow-up
• Strategy and
planning
• Delivery and
distribution
• Measurement and
analysis
Determine Which Pieces of Content Have the Greatest Impact on the Buying Decision
WHO shaped their thinking?
Summary
1. Develop integrated strategy (Outbound, Inbound, Social, SEO)– Conduct messaging workshops– Identify key buyer personas and pain points– Identify keywords
2. Layout Editorial Calendar (ideally 1 year)– Map out Campaigns (Thought Leadership, Targeted, etc.) – Map personas to types of content and campaigns
3. Film, Transcribe and Repurpose
Map Offer
In the survey at the conclusion of today’s presentation you will have an opportunity to request a copy of the Sales Acceleration Map.
Thank youQ&A’s
Today’s PresenterPaul Rafferty, CEO Sales Engine International
Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.