Content Marketing for Lead Generation

How Content Marketing can Help Drive Traffic, Leads & Customers

Simon LeemingDigital Media Stream

@thesleemingwww.digitalmediastream.co.uk

Content Strategy

Framework

8-Steps❏ Company-Level Objectives❏ Benchmarks❏ Target Personas❏ Topic & Keyword Research❏ Buyer Journey❏ Content Planning❏ Execution: multi-channel❏ Reporting: ROI

Revenue Metrics &

BenchmarksDetermine Marketing goals

from Sales Targets

Target PersonasWho Are You Talking to?

https://xtensio.com/user-persona/ http://www.makemypersona.com/

https://xtensio.com/user-persona/ http://www.makemypersona.com/

https://xtensio.com/user-persona/ http://www.makemypersona.com/

Topic & Keyword Research

React to active interest

http://answerthepublic.com/

Buyer JourneyShort-term & medium long

focus

Journey

Content Planning

Aligning Content to Buyer Journey and Keywords

ExecutionMulti-Channel Approach

http://www.digitalmarketer.com/

Reporting ROIBring it back...

Key Areas

5-Levels❏ Reach❏ Traffic❏ Leads❏ Customers❏ Conversion Rates

Customers

• Keyword Rankings• Page Views• Blog Visits & Readership• Competitive Analysis• Social Media Reach• Social Media Message Analytics

• Highest lead generating channels for

• Landing Pages• Email• Blogs• Site Pages

• Contacts database size• Number of sales qualified leads• Blog subscribers

Visitors Leads

• Sources ROI• Number of customers• Lifecycle summary

Content Strategy

Framework

8-Steps❏ Company-Level Objectives❏ Benchmarks❏ Target Personas❏ Keyword Research❏ Buyer Journey❏ Content Planning❏ Execution: multi-channel❏ Reporting: ROI