how to use content marketing's biggest secret weapon w/ bob bly

800-‐920-‐7227 | www.pinpointe.com www.pinpointe.com

How To Use Content MarkePng’s Biggest Secret Weapon

Presented by Robert W. Bly

800-‐920-‐7227 | www.pinpointe.com

What We Will Cover Today •  The 3 characterisPcs of “A-‐level copy” -‐-‐ and why you should be using

it in your content markePng campaigns.

•  Finding the appropriate sales-‐to-‐content raPo when sending e-‐mails to your house e-‐list.

•  2 incredibly effecPve content markePng tacPcs: how-‐to Pps and storytelling – and how to use each.

•  An easy shortcut to using content in markePng: “enhanced” content curaPon.

•  A proven formula for generaPng low-‐cost leads for B2B offers in the online e-‐newsleBers of the trade publicaPons that reach your target markets.

•  6 ways content can help you improve your markePng results.

•  And more…

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Why Content Marke9ng Works “ The true measure of your educa1on is not what you know, but how you share what you know with others.”

– Kent Nerburn Simple Truths (MJF Books) “ If I have an apple and you have an apple and we exchange apples, then you and I will s1ll have one apple. But if you have an idea and I have an idea and we exchange these ideas, then each of us will have two ideas.”

– George Bernard Shaw (from his play, The Apple Cart, 1929)

INFORMATION VS. KNOWLEDGE

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Do White Papers Work? •  A survey asked nearly 1,400 IT professionals whether content influences

their purchase decisions.

•  Of those who responded, 89% said content has an impact on their preference of technology vendor.

•  The respondents also said that they were more likely to download and read white papers than product literature.

•  69% of prospects who like your white paper will pass it on to colleagues.

•  57% of IT professionals said white papers influenced their buying decisions.

•  71% of technology buyers prefer white papers to other markePng content.

*Sources: Maddox, Kate, “Study looks at value of online content,” BtoB, 10/10/05, p. 3; Huff, Dianna, “How to Syndicate Your White Papers,” MarkePngSherpa; Knowledge Storm/MarkePngSherpa Study

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Offer = 10x Higher Response Brand = Lower Response

Performance Degrada9on as Brand Content Increases and Offer Content Decreases

Copy Pla[orm Brand Content

Offer Content

Approximate Cost Per Sale

Primarily Offer-‐Driven 10% 90% $50 -‐ $100

Offer Leads—Brand Follows 25% 75% $200 -‐ $250

Brand Leads—Offer Follows 75% 25% $400 -‐ $600

Primarily Brand-‐Driven 90% 10% $800 -‐ $1,000

Source: Target, 4/07, p. 19.

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Content Marke9ng Case Study: Steve Jobs

Case Study: Canon® Worksta9on The target audience for this campaign was 4,300

users of the NeXTSTEP™ operaPng system. These would be excellent targets for the purchase of the new

Canon® object.staPon since the workstaPon was built to opPmize the NeXT™ system.

Budget: $16,000 Format: Postcard QuanPty mailed: 4,300 Response Rate: 12.0% Total leads generated: 516 Cost per response: $21.88 Conversion rate: 20% Sales: $900,000 ROI: 5,455%

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What I Learned About Content Marke9ng From David Koch

The Secret Of The “Moose”

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2013 Anniversary ReprintThis is a reprint of the 1993 Sixth Edition of the Glitsch BALLAST™ Tray Design Manual. It contains information considered to be accurate at the time of publication in 1993.

For the latest information on the design of towers, refer to the KG-TOWER™ software, which can be downloaded from http://www.koch-glitsch.com/software.

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3 Characteris9cs Of A-‐level Copy

1)  Compelling idea.

2)  Clearly stated.

3)  With specifics.

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Dear <First Name>,

I invite you to a no-obligation opportunity to shop and quote your Professional/General Liability insurance, Worker’s Comp, commercial auto/property insurance, EPLI, D&O, Cyber-Theft and much more.

Coverages that fit technology firms. One size rarely fits all and it’s smart to purchase insurance from company that understands technology and offers rich coverage that will protect your firm in the most difficult situations.

Saving you a bundle by shopping 100’s of carriers. We can often get better coverage at better rates by getting more carriers to compete for your business - It’s to your advantage!

B-‐level Copy

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Now, with one phone call to us, compare FREE quotes from these 15 “A” rated carriers that offer special low rates to technology companies like yours -- and slash your business insurance costs by up to 30% NOW!

Dear <First Name>,

There are 6,115 insurance carriers in the United States. But only 15 of these insurance companies make it their priority to offer better coverage at lower rates to technology companies in southern California.

Can you name them all—or any? Most people can’t. But when you call ABC Insurance, I will shop your insurance needs to all 15 carriers at no charge. Result: you get the coverage you want, at a savings of up to 30% off.

My brokerage, ABC Insurance, specializes in professional/general liability insurance, worker’s comp, commercial auto/property, and other required coverage for California tech firms like yours.

We’ve researched policies from hundred of the nation’s top carriers. The result: our exclusive short list of the 15 U.S. insurance carriers that offer the best coverage at the most affordable rates to technology companies in southern California.

A-‐level Copy

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Op9mal Content-‐to-‐sales E-‐mail Ra9o

Content > 50% Sales

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Statistics 25 Orders = $3,493 Clicks: 768 CTR: 1.86% Conversion: 3.25% Subject: Get front-page PR this week Dear Direct Response Letter Subscriber: About 10 years ago, when “gigapets” were popular, I bought one for my son Alex, who was just 7 years old at the time. A gigapet is a little electronic device, about the size of a watch fob, displaying an electronic animal or “pet” on the screen. As the owner, you have to take care of your “pet” – feed it, water it, walk it – by pressing certain buttons on the device. If you don’t take care of the gigapet, it “dies.” Anyway, Alex was so excited about getting his new gigapet, within minutes, he took it with him to the bathroom … and promptly dropped it in the toilet. I quickly fished it out. But the water damaged the electronics, and the device was ruined. Upon seeing this, Alex burst into tears. “Don’t worry, Al,” I told him. “I’ll buy you another.” “C-c-can we b-b-bury this one?” he asked me tearfully. Being a soft-hearted dad, I immediately took him to the back yard -- and with a shovel, we buried his dead electronic pet, using a brick for a headstone.

Tell An Engaging Story

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How To Tips

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14 Things… Tips

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59 Orders = $6111.00 Clicks: 1,401 CTR: 3.44% Conversion: 4.5% Subject: Want to quit working some day? Dear Direct Response Letter Subscriber: Are you looking for a way to “escape” the 9-to-5 rat race? Do you feel chained to your desk – at a job you don’t like – by the reality of having to earn money? Most of us trade our time for money. We may make a very nice living doing that . . . but we are never truly free as long as we punch a time clock – or have a boss telling us what to do. We have to get up early in the morning every day . . . commute in the cold and dark . . and put in long hours making money for someone else. But now, I’ve discovered a safe, sure-fire way for you to completely retire – within 18 to 24 months from today – even if you haven’t saved a dime for retirement. In my new audio program, “The Internet Marketing Retirement Plan,” I show you how I did it. By following this plan, I went from zero to $4,000 a week in online income – in less than 8 months.

Appeal To A Core Emo9on Or Desire

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30 Orders = $2,910.00 Clicks: 623 CTR: 1.6% Conversion: 4.8% Subject: Is there a book inside you? Dear Direct Response Letter Subscriber: Do you want to write a nonfiction book and get it published? Then don’t write the book. At least not yet. Publishers don’t want to read an unsolicited book manuscript from an unknown author. If you send it, they’ll either mail it back unread . . . or toss your book in the trash. What you need to do is write a “book proposal.” A book proposal is a 10 to 20-page sales document describing the book you want to write. It covers such items as the audience for the book . . . the hook or “angle” (what makes your book different) . . . the size of the market . . . competing titles . . . and your qualifications to author such a book, among other things. Book proposals must follow a very specific format. And you won’t sell your book if you leave out critical elements.

Give A Free Tip In The E-‐mail Itself

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Promise Useful Informa9on On The Landing Page

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Landing Page “Freemium”

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Enhanced Curated Content ***Stop Making Excuses*** One of my favorite quotations is from Ben Franklin, who said “People who are good at making excuses are seldom good at anything else.” Now business strategist Dan Waldschmidt offers these 6 tricks to help you stop making excuses and forge a path to your goals: 1 – Avoid the need to blame others for anything. Mean, small minded people know that they suck. That’s why that are so cranky and eager to point out others’ mistakes. 2 – Stop working on things that just don’t matter. Replace trivial pursuits with activity toward your goal. 3 – Refuse to wallow in self-doubt. You’re alive to succeed. Stop comparing your current problems to your last 18 failures. They are not the same. 4 – Ask yourself, “what can I do better next time?” And then do it next time. 5 – Proactively take time to do things that fuel your passion. 6 – Apologize to yourself and those around you for having a bad attitude. When you start genuinely apologizing for being a bad influence on those around you, you learn to stop whining and start winning.

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E-‐zine Ads Work Very Well With Free Content Offers

Cost: $1,000 for 5 daily ads Downloads: 100 Cost per inquiry: $10

Ad cost: $1,000 Leads: 100 Cost per lead: $10

Repurposed Content Offer 24


F

I

H

G

J

Content Landing Page

DA

B

E

C

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Content-‐marke9ng Benefits To The Marketer

1)  Sets the specs. 2)  Makes the prospect beholden (reciprocity).

3)  Generates more inquiries.

4)  Establishes you as the expert.

5)  Educates the market.

6)  Drives sales.

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Choosing A Bait Piece Topic

•  SelecPon Guide •  How-‐to •  Survey •  Case Study •  Methodology

•  ImplementaPon Guide •  Controversy •  Consumer Awareness Guide •  ApplicaPon •  ROI/Benefit

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White Paper Naming Alterna9ves

Purpose/Audience Descrip9on Senior Management high-‐level overview ExecuPve Briefing

InstrucPons Manual

How to specify or choose a product Consumer Awareness Guide; Buyer’s Guide; SelecPon Guide

InformaPon, Pps, technical data Special Report

Quick Pps Tip Sheet

Technical or research data Monograph

Printed mulP-‐page saddle-‐sPtched document, 4x9-‐inch page size Booklet

Printed mulP-‐page document, folded Pamphlet

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Titling Your Lead Magnet

Type of Title Example

List “The top 7 security problems of 802.11 wireless networks.”

AcPve Verb (“ing”) “Managing large UNIX data centers.”

Why “Why six sigma doesn’t work.”

Colon “Defending the remote office: which VPN technology is best?”

How to “How to prevent machine parts from failing prematurely.”

What “What engineering school didn’t teach you about gear design.”

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Planning Your Content CONTENT MATRIX

Job Functions

CEO CFO End

User Technical

!

"

⇀

" = Cost / Benefit ROI Analysis ⇀ = Problem / Solution ! = Selection Tips

Sales Cycle Lead-generation

Fulfillment

RFP

Close

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Developing Your Content

“10 Tips for ___________________________.” 1.  _____________________________________________________________

2.  _____________________________________________________________

3.  _____________________________________________________________

4.  _____________________________________________________________

5.  _____________________________________________________________

6.  _____________________________________________________________

7.  _____________________________________________________________

8.  _____________________________________________________________

9.  _____________________________________________________________

10.  _____________________________________________________________

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“7 Ques9ons About ___________________ and One Good Answer to Each” Q: ___________________________________________________________________________ A: ___________________________________________________________________________

Q: ___________________________________________________________________________ A: ___________________________________________________________________________

Q: ___________________________________________________________________________ A: ___________________________________________________________________________

Q: ___________________________________________________________________________ A: ___________________________________________________________________________

Q: ___________________________________________________________________________ A: ___________________________________________________________________________

Q: ___________________________________________________________________________ A: ___________________________________________________________________________

Q: ___________________________________________________________________________ A: ___________________________________________________________________________

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Outlining Your Lead Magnet

1)  Front Cover/Title

2)  Table of Contents

3)  ExecuPve Summary

4)  A Look at the Problem

5)  Body

6)  Conclusions

7)  Contact/Call to AcPon

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Type of Visual This Shows . . . Photograph or illustration . . . what something looks like Map . . . where it is located Exploded view . . . how it is put together Schematic diagram . . . how it works or is organized Graph . . . how much there is (quantity);

how one thing varies as a function of another

Pie chart . . . proportions and percentages Bar chart . . . comparisons between quantities Table . . . a body of related data

Illustra9ng Your Lead Magnet

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Visuals Add Credibility

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Table Vs. Narra9ve

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Produce Bait Pieces For The 4 Modes Of Learning

Reading

ExperienPal Audio

Visual

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Advanced Content Formats Reading

•  Books •  E-‐books •  White papers •  Blogs •  E-‐newsleBers •  E-‐classes •  ArPcles

Visual •  DVDs •  Streaming videos •  SlideShare •  TV •  Flash / Rich Media •  Infographics •  Comic Books •  YouTube •  Pinterest

Audio •  Audio CDs •  MP3s •  Podcasts •  Internet radio •  Speeches •  Teleconferences •  Webinars

Experien9al •  Seminars/Workshops •  Classes •  Boot camps •  Retreats •  Conferences •  So|ware •  Demos

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Offers Response = ƒ(Offer)

•  High Perceived Value •  Unique •  Relevant •  Desired •  Easy •  Risk-‐Free

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Posi9on Part Of Your Product As A Premium

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Stressing The Premium = 2x The Sale

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Press Release FROM: Bob Bly, 174 Holland Avenue, New Milford, NJ 07646

CONTACT: Bob Bly, phone: 201-385-1220

For immediate release NEW BOOKLET REVEALS 14 PROVEN STRATEGIES FOR KEEPING BUSINESSES BOOMING IN A BUST ECONOMY New Milford, NJ – While some companies struggle to survive in today’s sluggish business environment, many are doing better than ever – largely because they have mastered the proven but little-known strategies of “recession” marketing. That’s the opinion of Bob Bly, an independent marketing consultant and author of the just-published booklet “Recession-Proof Business Strategies: 14 Winning Methods to Sell Any Product or Service in a Down Economy. “Many business people fear a recession or soft economy, because when the economy is weak, their clients and customers cut back on spending,” says Bly. “To survive in such a marketplace, you need to develop recession-marketing strategies that help you retain your current accounts and keep those customers buying. You also need to master marketing techniques that will win you new clients or customers to replace any business you may have lost because of the increased competition that is typical of a recession.”

Sent to 200-‐300 business editors

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For More On Content Marke9ng

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What We Covered Today •  The 3 characterisPcs of “A-‐level copy” -‐-‐ and why you should be using it in your content markePng campaigns.

•  Finding the appropriate sales-‐to-‐content raPo when sending e-‐mails to your house e-‐list.

•  2 incredibly effecPve content markePng tacPcs: how-‐to Pps and storytelling – and how to use each.

•  An easy shortcut to using content in markePng: “enhanced” content curaPon.

•  A proven formula for generaPng low-‐cost leads for B2B offers in the online e-‐newsleBers of the trade publicaPons that reach your target markets.

•  6 ways content can help you improve your markePng results.

•  And more…

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800-‐920-‐7227 | www.pinpointe.com 46


Thanks For Your ALen9on Subscribe To “Bob Bly’s Direct Response LeBer” at www.bly.com/reports

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