Content Marketing that Drives Lead Generation

Using Content Marketing to Improve Lead Generation

Michael Halper

Founder and CEO

• Blog posts

• Articles

• Press Releases

• Whitepapers

• Case Studies

• eBooks

• Webinars

• Newsletters

Types of Content

Bene

fits

Prod

uct

Com

pany

Feat

ures

Func

tiona

lity

Messaging Strategy

Cold Call Email

Website Presentation

Introduction

Networking

Traditional Messaging Approach

Inte

rest

Valu

e

Pain

Qua

lify

Cred

ibili

ty

Obj

ectio

ns

The SalesScipter Approach

Messaging Strategy

Cold Call Email

Website Presentation

Introduction

Networking

Value Topic• 4 Keys to Improve Your Conversion Rate

Pain Topic• 5 Ways to Decrease Sales Staff Turnover

Qualify Topic• Are you concerned about sales staff

turnover?

Objections Topic• To Script or Not Script? That is the

question.

Interest Topic• Benefits of a CRM and Email Marketing in

One Database

Credibility Topic• How Wilson Tech Improved Inventory

Turnover

Content Marketing Topic Examples

• Subject line – some version of content topic• 5 Ways to Decrease Sales Staff Turnover

• Body of email• Portion of content piece – one to two paragraphs• Link to access more

• Email format• HTML formatted or plain text

Building Content Marketing Emails

• Tier 1 – new/cold prospects• Value topics• Pain topics• Qualify topics

• Tier 2- opt in/warm prospects• Objections • Interest• Credibility• FAQs

Email Campaigns

nv

Step 1: Build Your List

Step 2: Load and send tier 1 campaign

Pain Email“5 Ways to Decrease Sales

Staff Turnover”

Step 4b: Schedule tier 2 campaign

Credibility Email“How Wilson Tech Improved

Inventory Turnover”

Step 3: Identify and call “clicks”

Step 4a: Schedule appointment / meeting

Inte

rest

Valu

e

Pain

Qua

lify

Cred

ibili

ty

Obj

ectio

ns

The SalesScripterApproac

h

Messaging Strategy

Cold Call Email

Website Presentation

Introduction

Networking

1. Create social media accounts

2. Post content as shared links/status updates

3. Post similar external content produced by other companies

Distributing the

ContentSocial Media

• Google Plus Personal Profile

• Google Plus Business Page

• LinkedIn Personal Profile

• LinkedIn Company Page

• Facebook Personal

• Facebook Business Page

• Twitter Personal Account

• Twitter Business Account

• Tumbler

• Pinterest

• Digg

• Reddit

• Delicious

• Chime.in

• Wordpress

• Blogger

• Diigo

Distributing the

ContentSocial Media

• Content will add pages to your website

• Additional pages and keywords to that will get indexed

• Will increase inbound traffic

Distributing the

ContentSearch Engine Optimization

nv

Step 4: Identify and call “clicks”

Step 3: Schedule tier 2 campaign

Interest Email“Benefits of a CRM and Email Marketing in One Database”

Step 5: Schedule appointment / meeting

Step 1: Traffic comes in from social media and search engines

Step 2: Visitor opts in to receive your content

mhalper@salesscripter.com@salesscripter281-809-4061

www.salesscripter.com

Questions? Thank you!