the secrets to successful content campaigns
Post on 11-May-2015
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Presented by Sponsored by
The Secrets to Successful Content Campaigns:
#ActOnSW
5 Steps to Crea1ng Content Programs That Convert to Revenue
Welcome Webinar A9endees
Type ques=on here
Follow this webinar on Twi9er
#ActOnSW
About Demand Gen Report
• Launched in 2007 to track best prac1ces in lead genera1on
• NewsleEer has grown to more than 26,000 readers
• We also offer a menu of research and best prac1ces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoFware
Andrew Gaffney Editorial Director
Content4Demand / Demand Gen Report
Kim Zimmermann Managing Editor
Demand Gen Report
MODERATOR
www.act-‐on.com | @ActOnSoFware | #ActOnSW
The Secrets to Successful Content Campaigns: 5 Steps to Crea1ng Content Programs That Convert to Revenue
Join the @ActOnSo9ware conversa=on on Twi?er and discover what others are saying about us:
#ActOnSW
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5 Steps to Crea=ng Content That Converts
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Step #1 – Build the Right Founda=on for Your Content Campaigns
Where to Start: Ø Profile buyers and iden1fy pain points, common aEributes, key triggers Ø Map content to buyer stages
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of advanced B2B marketers said content-‐based offers were their most successful campaigns.
-‐ Demand Gen Report Research
56%
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of marketers have s1ll not developed buyer personas, and 30% have not conducted a content audit.
-‐ Demand Gen Report Research
46%
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Step #2 – Iden=fy Right Content Formula Where to start: Ø Create content in a variety of formats Ø Consider shorter, accessible content formats
* 2012 eMarketer
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of execu1ves say white papers are s1ll their favored type -‐-‐but more visual formats, such as webinars (72%); videos (44%); and infographics (38%) were cited as emerging formats.
-‐ Content Preferences Study
88%
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Where to start: Ø Look for ways to repurpose/reformat exis1ng pieces Ø Break up longer content assets into smaller, diges1ble formats
Step #3 – Get Maximum Mileage out of Your Content
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of execu1ves recommend solu1on providers condense content to be shorter, 45% suggest not overloading content with copy.
-‐ Content Preferences Study
48%
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Repurpose Content
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Break Content into Smaller Pieces 10-‐page Whitepaper 4 Blog Posts … with more to come
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Where to start: • Build mul1-‐stage assets—10 Steps/5 Keys/7 Secrets • Tie related offers together in a logical progression to educate and accelerate prospects through the buying cycle
Step #4 – U=lize Content in Lead Gen/Lead Nurture Campaigns
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Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.
-‐ Forrester Research
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Whitepaper Download
Confirma=on Email with link
to asset
Recorded webinar on same topic
eBook on similar topic
Corresponding Infographic
Nurture Campaigns
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Nurture Campaigns
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Where to Start Ø U1lize for SEO Ø Drive website traffic Ø Increase database of qualified leads Ø Accelerate leads with nurture campaigns Ø Support sales enablement
Step #5 – Measure the Impact of Your Content Campaigns
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Step #5 – Measure the Impact of Your Content Campaigns
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Step #5: Measuring Social Media
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Ready to Learn More? • Sign up for a demo act-‐on.com blog.act-‐on.com
• Need it sooner Call us: 1 (877)530-‐1555 Email us: sales@act-‐on.com
Q&A // Submit Your Ques=ons
Type ques=on here
Q&A // Panelists
Janelle Johnson Director, Demand Gen
Act-‐On SoFware
Andrew Gaffney Editorial Director
Content4Demand / Demand Gen Report
Kim Zimmermann Managing Editor
Demand Gen Report
MODERATOR
Thank You For A9ending This Webinar
You can download this presentation at:
http://dg-r.co/contentsecrets
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