How-to create relevant content

that generates leadsJeff GordonDirector of Marketingemedia

Setting the stage

The principles of formulating an effective content marketing strategy for lead generation

Provide an overview of the topics that have been trending during 2013

What collateral works best in different sectors

Lead generation & content

How do we attract new customers today?

No-one would click on this ad.

SELL TO ME!

But driving leads isn’t easy

And even if they do…

We can’t just assume this will do the trick.

Content is your carrot

Lead generation is give and take:

We want to know more about the prospect.

They want something of value.

So give it.

What is content?

Information+

Delivery

Information for lead generation

Information has 5 main functions within B2B marketing:

Educate and inform

your audience

Prove capability and status in your field

Differentiate from your

competitors

Provide evidence you’ll fix

problems

Create confidence

in your solution

Map your buying cycle

Map your buying cycle and identify prospects’ positions in it.

Target prospects within each zone… plan content production to fulfil stage-specific information needs.

Identify need -

Realisation

Find solutions -

Awareness

Experience/Repurchase

Evaluate solution -

Consideration

Force them to act -

DecisionPurchase

Best content for lead generation

Sells the problem (or opportunity)

Proves you know what you’re talking about

Shows their problem can be fixed (by you)

Displays that you’re credible and different

Demonstrates that you’re easy to deal with

Secure credibility & acceptance

PurchaseForce them

to act -Decision

Identify need -

Realisation

Find solutions -

Awareness

Evaluate solution -

Consideration

What content is working in your

sector?

Who are emedia?

A leading global provider of business lead generation services.

Strong subscriber engagement to deliver effective, asset-backed lead generation and awareness.

500,000+ business leads for customers each year in the UK.

A division of Reed Business Information, one of Europe’s largest

B2B publishers.

Operating since 1999, providing advertising,

content & lead generation services.

Range of tailored services to provide turn-key

lead generation.

Reach 800,000+ UK professionals via permission-based

subscriptions.

Information in your sector

Within every sector there are nuances.

People want their information in different formats, delivered on certain topics and at different times.

We’re going to look at 4 areas to give you some insights into the trends that we’ve been seeing since the beginning of 2013.

IT Marketing

HRBusinessFinance

IT

Amongst IT professionals, the top areas of interest have been:

Bring Your Own Device (BYOD) & Mobile Device Management (MDM)

Big Data

Cloud

IT

Top performing assets

• 9 top reasons for making the move to mobile

• How is BYOD coping with Cyber Attacks? Report

• Make BYOD simple & secure - Best Practice Guide

• Secure your big data in 4 steps

• How Cloud & Mobile ruined your security plan

• How Tape & Cloud can work in harmony

Marketing

Marketers have been increasingly looking at:

Social Media

Lead Generation

Content Marketing

Marketing

Top performing assets

• The Magnificent 7 Social Media best practices

• 8 ways to grow your social eco-system

• The trends set to shape B2B content marketing in 2013

• Essential marketing with Google Analytics & Google Adwords

• Lead generation with webinars and whitepapers

• The big potential of Big Data: key marketing trends

Finance

During 2013 in the Finance sector, they’ve been reading:

HMRC changes

Field Service Solutions

Sage

BusinessFinance

Top performing assets

• Business Intelligence: Good performance indicators

• The 8 Attributes of Successful FDs

• The 7 Secrets of KPIs

• How Sage 200 helps with sales and marketing

• How To Help Clients Prepare For Auto Enrolment

• Preventing the Black Hole of lost data

HR

HR workers have been interested in:

Mobile recruitment & the use of social media

PerformanceManagement

Payroll

HR

Top performing assets

• How to make Social Media & Mobile Recruitment work for you

• Sourcing talent on the move? Top Mobile Recruitment trends

• The 5 faces your managers see during performance appraisals

• Attracting, developing & retaining leaders

• Free employers guide to Bank Holidays & Payment in Lieu of Notice

Similar themes?

So have you picked up any themes in there?

Even though these are completely separate sectors, with very little cross-over in readership, we can pick up patterns:

Multi-sector, broad issues (Zeitgeist)

Sector-specific issues

Measuring & improving what you’ve got

Content and collateral

Delivery method

What collateral types work best for lead generation in your sector?

Answer:

The one that displays the information in themost engaging, logical manner and at the right time.

Asset types that fit your funnel

Realisationidentify need

Awarenessseek solutions

Considerationevaluate solutions

Decision

Purchase

Case studiesTestimonialsPress releasesProduct comparisonsPrice matrixes

How-to guidesWhitepapersWebinars & VideoProduct guides Demonstrations

InfographicsArticles & newslettersMarket guidesBlogs

It’s not a science

How-to/Best Practice Guides - 2 approaches:Full-length piece that details what your saying with evidenceProvide a summary piece that show’s top-level insights

Data - Graphical is always better. Stats in text should only be bulleted in a summary. Highlight key findings with small infographics

Advice - blogs and talking head video are the best way to spread your latest golden nuggets

Product guides - online presentation tools are a great resource to warm ahead of a more detailed product spec

Planning and producing your assets

There are 3 common hurdles to creating great assets:

‘I haven’t got the time.’‘I don’t have the resources.’

‘My website already has enough content.’

Generate ideas, involving those

outside your silo

Create a structured wireframe plan

Amend, share internally and

develop

Use a trusted writer/producer

(internal or external)

Use creative design to present the information

interestingly

To get over them, take a logical path to developing your assets:

Future challenges

What are the future challenges to content marketing?

Getting it seen/heard

Personalisation

Nurturing

Summary

Key takeaways:

Lead Generation

is the top goal for Content

Marketing

Map your buying cycle before you

produce content

Information lends itself to

certain collateral

types

Asset titles are key - be relevant and

on-trend

3 main information themes for

lead generation

Asset types needs to

match your buying cycle

Come and see us

If you’ve any further question, come and see us in the exhibition area and we’ll try to help!

We’re on stand 10.

Contact us after the event:

www.emedia.co.uk0207 098 2200enquiry@emedia.co.uk

accelerated lead generation

emedia is a division of Reed Business Information Limited, part of the Reed Elsevier Group plc. 

Reed Business Information Limited is a company registered in England & Wales.Quadrant House, The Quadrant, Sutton, Surrey. SM2 5AS.

Company Number: 151537VAT Number: GB 235 7235 65

Contact:www.emedia.co.uk

enquiry@emedia.co.uk

+44 (0)207 098 2200

30 Farringdon Street

London

EC4A 4HH