the secrets to successful content campaigns

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The Secrets to Successful Content Campaigns:

#ActOnSW

5 Steps to Crea1ng Content Programs That Convert to Revenue

Welcome Webinar A9endees

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#ActOnSW

About Demand Gen Report

•  Launched in 2007 to track best prac1ces in lead genera1on

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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


5 Steps to Crea=ng Content That Converts


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


of advanced B2B marketers said content-‐based offers were their most successful campaigns.

-‐ Demand Gen Report Research

56%


of marketers have s1ll not developed buyer personas, and 30% have not conducted a content audit.

-‐ Demand Gen Report Research

46%


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


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%


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


of execu1ves recommend solu1on providers condense content to be shorter, 45% suggest not overloading content with copy.

-‐ Content Preferences Study

48%


Repurpose Content


Break Content into Smaller Pieces 10-‐page Whitepaper 4 Blog Posts … with more to come


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


Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.

-‐ Forrester Research


Whitepaper Download

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Recorded webinar on same topic

eBook on similar topic

Corresponding Infographic

Nurture Campaigns


Nurture Campaigns


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


Step #5 – Measure the Impact of Your Content Campaigns


Step #5: Measuring Social Media


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

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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

the secrets to successful content campaigns

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