Content Marketing for Leads, Fame and Revenue

CMA2009Content Marketing for Leads, Revenue & Fame

Jennifer Evans & Ross Nepean

CMA2009Introductions

1. Overview and intros2. Content power!3. The secret sauce.4. How do we do this?5. TAB case study.6. Conclusion & queries


Hello, I’m Ross.


Hi,I’m Jen.


What is content marketing?


• Heard of it

• Researching it

• Actively budgeting for it

• Piloting it

• In mid-program

• Refining and iterating?

CMA2009Content Power!

The TAB & Sequentia story


The power of content


The power of shared content


The power of strategic, value-added content


ROI Focused marketing priorities


Social media development/integrati

onDeveloping emerging or

Web 2.0 content

Identifying new audiences and

quality listsRetention marketing

plan/tactics

Marketing analysisMapping

content to sales funnel

Developing traditional content

Source: MarketingSherpa and Babcock & Jenkins. Year-end Surveys, January 2009Methodology: Surveys of 247 B2B Marketing Organizations with over $250MM in revenues.

Priority Level >>>

Res

ourc

e/Ex

pert

ise

Cha

lleng

e >>

>


Review:TAB in 2005


• Two divisions, records management and technical equipment

• Distributed sales force across Canada, US, Europe, Australia

• Emerging from a period of corporate upheaval

• Generating 30-50 ‘inquiries’ a month through the TAB Canada website

• Little tracking

• Client relationships entirely resident with sales reps

• Needed traction


What Sequentia did:


• TAB was producing self-promotional marketing content on the web and through its catalogues

• Did primary research with sales reps and customers to understand customer needs, pain points, trends

• Created a content strategy that addressed those pains

• Developed an in-house email list to distribute that content

• Permissioned clients and prospects by phone over 3 days


2005•3000 contacts•35-50 web inquiries/mo•Product centric reputation•Limited sense of mktg performance•Ross director of marketing

2009•36,000 newsletter subscribers•250 downloads a week•Big reputation•$6 million in revenue, $10 million in pipeline•Ross promoted twice

CMA2009The Law of Content Attraction

The Law of Content Attraction


SearchSearch

Get intimate with Get intimate with customer painscustomer pains

Plan and develop Plan and develop valuable content valuable content that targets those that targets those

painspains

Deploy as Deploy as shareable content shareable content in multiple mediain multiple media

Listen, analyze Listen, analyze and adjustand adjust

SearchSearch

Website & Website & SMSM

Sponsorship Sponsorship marketingmarketing

Sales Sales collateralcollateral

CRMCRM


Turning expertise& knowledge into relevant content

CMA2009How do we do this?

How do we do this without blowing the budget?


Step 1: Are you using the data you have?


What do content trends on your site, in

your email programs, in your search programs,

reveal about customer needs?


Step 2: Plan the content around key factors


Factors:•seasonality•product development•inventory•competition•corporate goals•etc


3. Develop a long term editorial calendar, review 1/Q


4. Use a multi-platform approach


Examples •email lists•sponsored media•distributable PDFs•microsites•etc


5.Measure, learn, iterate.


Customer needs

Organizational opportunities

and needsPlanning Platforms+ + +

The Formula

CMA2009TAB case study

TAB case study


Objective: Generate leads, build a prospect pipeline, & strengthen relationship with customer community

Solution: Create & track engagement using content – Interview customers & sales reps to identify

customer needs and content opportunities– Build prospect database & track engagement– Develop simple lead scoring & business rule

triggers integrated into the sales process – Test & measure continuously what content,

formats, and channels work best

Results: leads, prospects & community engagement – From 50 contacts a month to 250 online leads a

week – Prospect list has grown organically to over 20,000

subscribers– Content assets continue to generate leads for up

to 30 months – Developed a deeper understanding of customer

needs for sales team– For every $1000 of investment, this program

generates $120,000 of revenue


Best Practices


Shareable content formats


Email Best Practices


Proprietary Branded content takes on a life beyond the website


Long Tail content results


Content Engagement

37%

18%

13%

32%


Traffic Source


Integrating Social Media•New opportunities to deploy content assets•LinkedIn, Twitter•Surprisingly robust records management discussion on Twitter•88,000+ records management professionals on LinkedIn

CMA2009Conclusion

Lightbulb Moments:

CMA2009Conclusion

Ross’:•The power of introducing campaigns into a permission infrastructure

•Zerofile•The long tail exists! It is not a myth!

•Content generates leads for years •The power of content to change perception of a brand

•We are now an authority

CMA2009Conclusion

Jen’s:•Sales force is as important as customers in interviewing and understanding customer needs

•More /longer content does not equal better results. More useful content does

•The law of content attraction

CMA2009Conclusion

www.sequentiaenvironics.com

Documents

Content Marketing for Leads, Fame and Revenue