Content that converts #Content  #InboundMarke0ng  

@ConversionDay

@leadstreet

   ss  

Download the presentation as a free ebook at http://blog.leadstreet.be/ebook-content

       

INBOUND MARKETING: CONTENT THAT CONVERTS

                                       

                                       

     

Content & Inbound Marketing

CONTENT IS ESSENTIAL TO INBOUND MARKETING Content is the fuel of Inbound Marketing -

it is the fuel that makes the engine of

Inbound hum in every stage of the funnel.

       

     

Content

       

GOOD CONTENT delivers

•  Builds trust

•  Establishes relationships

•  Generates thought leadership

•  Progress prospects through your sales funnel

GOOD CONTENT educates & qualifies

     

Content

GOOD CONTENT is

•  Relevant

•  Personality

•  Rewarding

•  Valuable

•  Solves / helpful

•  Engages

•  Shareable

•  Targeted towards your audience

       

                                       

     

Inbound marketing

       

     

Define your audience!

•  Company-wide marketing/business insights in your

audience

•  Find out how to reach them

•  Speak their language

•  Focus your content on their questions

•  Above all: target the people who have really good

chance of becoming customers.

       

Inbound marketing

       

                                       

Inbound marketing

     

Getting found (attract phase)

BLOGS ARE YOUR #1 FRIEND

•  Infographics

•  Ebooks

•  Videos

•  Guides

       

©  slingshot  

     

       

What is a good blog?

•  Educates & qualifies

•  Be helpful!

•  One question per post

•  Optimise for SEO (and buyer persona)

•  Provide a next step

                                       

                                       

Inbound marketing

     

Getting leads (convert phase)

       

QUALITY CONTENT OFFERS

EDUCATE & QUALIFY

•  Ebooks

•  Expert Guides

•  Demo videos

•  Guides

•  Webinars

•  Newsletters

•  Industry Reports

•  Podcasts

     

Getting leads: optimize your site

       

OPTIMIZE YOUR SITE FOR CONTENT CONVERSIONS •  Ebooks

•  Expert Guides

•  Demo videos

•  Guides

•  Webinars

•  Newsletters

•  Industry Reports

•  Podcasts

                                       

Inbound marketing

     

Getting sales qualified leads (close phase)

       

FOCUS ON QUALIFICATION

•  Live demo

•  Events

•  Pricing guide

•  Case Study

•  Trial

•  Comparisons

•  Product literature

•  Product training

•  Consultation

•  Partners/

Vendors

     

Getting sales qualified leads: optimize your site

       

•  Live demo

•  Events

•  Pricing guide

•  Case study

•  Trial

•  Comparisons

•  Product literature

•  Product training

•  Consultation

•  Partners/

Vendors

OPTIMIZE YOUR SITE FOR QUALIFICATION

leadstreets’ Content Matrix

       

Inbound marketing

       

     

Inbound marketing

Expert Guide

#1

Completed

Expert Guide

#2

Expert Guide

#3

Demo Video

Invitation seminar

     

Content plan

       

CONTENT PLAN EDITORIAL CALENDER

•  Buyer Persona

•  Funnel stage

•  Distribution

•  SEO keywords

•  Promotion

•  Goal

   ss  

Take-aways

•  Build buyer personas

•  Relevant content

•  Qualify and educate

•  Use marketing automation

•  Prioritize

       

   ss  

Download the presentation as a free ebook at http://blog.leadstreet.be/ebook-content

       

INBOUND MARKETING: CONTENT THAT CONVERTS

                                       

Go get them!