how to sell a premium content package to inbound clients
DESCRIPTION
Inbound marketing agencies are not charging enough for premium content (whitepapers and ebooks). In order to get quality material to your client's on time, you need a process and a price point that reflects your process.TRANSCRIPT
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www.contentmarketingblueprint.com
CMB Partner Office Hours
How to sell a premium content package to your inbound
clients.Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com
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Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion
Extra time: CMB Partner Questions
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Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
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Today’s Question:
How can I sell a premium content package to my inbound marketing clients.
www.contentmarketingblueprint.com
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First, what is the role of premium content.
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Agency services overview
Strategy services (Buyer persona, CMB, Website optimization plan
Development Services (Inbound Engine)
Support Services (Content creation, consulting, PR, Social Media)
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Convert Visitors to Leads
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The Role of Premium Content
(Awareness Stage)
• Convert website visitor to a lead• Establish trust & thought leadership• Answer the buyer’s top questions about their
problem• Establish how your brand can help solve their
problem
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Symptoms
Low site conversion rate
Low quality of leads
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What is a premium content package?
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A premium content package is…
Professionally written 2000-3000 word whitepaper/ebook
Designed document in in-design
Call to action buttons
Landing page
Thank you page
Follow up email
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Premium Content Outline
Establish context
Options to solve the reader’s problem or accomplish their goal
Your recommended approach
Next steps to learn more
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Selling a premium content package
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When to sell a premium content package…
Building the client’s inbound marketing engine Aligned with major problems / goals of the buyer.
Add-on project New problems / goals discovered over time Industry hot topics
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Scope of work
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Roles
Client’s subject matter expert
Project manager (Inbound Marketing Consultant)
Content team (in house or outsource)
Design team (in house or outsource)
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Overall process
1. Subject matter expert interview
2. Create an outline
3. Create 1st draft
4. Create final draft
5. Document design
6. Landing page, thank you page, follow up email creation
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Project manager overview
Premium content brief
Interview call
Reviews content with client for feedback
Landing page
Thank you page
Follow up email
Total time investment: 5 hours
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Content manager overview
Discovery call
Create an outline
Final copy of outline
Edits on first draft
Creates final draft
Total time investment: 8.75 hours
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Design manager overview
1st draft whitepaper
Final draft
CTA buttons and hero images
Total time investment: 7.5 hours
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Client overview
Reaching out to subject matter experts
Subject matter expert call
Call to review outline
Give feedback on outline
Review 1st draft and add comments
Review 1st draft of designed doc and give comments
Client reviews CTA buttons, landing page, thank you page and follow up email and gives comments
Total time investment: 4.75 hours
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Writing budget (Freelancers)
$500
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Pricing and Timeline
5 weeks start to finish
Client price: $3,850
COGS + Labor: $1,293
Gross Margin: 66%
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Download the asset
Proposal copy
Step by step guide to delivering the service
Whitepaper outline
How to: landing page, thank you page, follow up email
Cost breakdown
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Next Session: Tuesday July 1st @ 3:00 PM EST
“How to sell monthly blogging services”
Sign up at: www.contentmarketingblueprint.com/2014-
webinars