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Content is becoming one of the most important elements for both sales and marketing. But how do you generate powerful and engaging content? In this presentation, we break down what good content looks like and how to generate it.
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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
• Digg
• 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
