Lead Generation:

Content, Engagement and Innovation

Rory McNeilMarketing Manager, EMEAemedia

Setting the stage

Creating an effective content marketing strategy

The content that’s driving engagement in 2013

The latest challenges and innovations in the space

Lead generation & content

How do we attract new customers today?

No-one would click on this advert.

SELL TO ME!

But driving leads isn’t easy

And even if they do…

We can’t just assume this will do the trick.

Content is your carrot

Lead generation is give and take:

We want to know more about the prospect.

They want something of value.

So give it.

The data bit

B2B content marketing trends

Independent research into UK-based B2B marketers’ plans for lead generation & content marketing.

Key findings include:

50% of marketers surveyed said lead generation was the purpose for their content

Few have a clear content strategy (26%)

Little cohesion to align content to lead generation

Assets being produced are suited to converting leads

What types of content?

Getting together a lead generation

strategy

Map your buying cycle

Map your buying cycle and identify prospects’ positions in it.

Target prospects within each zone… plan content production to fulfil stage-specific information needs.

Identify need -

Realisation

Find solutions -

Awareness

Experience/Repurchase

Evaluate solution -

Consideration

Force them to act -

DecisionPurchase

Best content for lead generation

Sells the problem (or opportunity)

Proves you know what you’re talking about

Shows their problem can be fixed (by you)

Displays that you’re credible and different

Demonstrates that you’re easy to deal with

Secure credibility & acceptance

PurchaseForce them

to act -Decision

Identify need -

Realisation

Find solutions -

Awareness

Evaluate solution -

Consideration

Designing your content

What is content?

Information+

Delivery

Information for lead generation

Has 5 main functions within B2B marketing:

Educate and inform

your audience

Prove capability and status in your field

Differentiate from your

competitors

Provide evidence you’ll fix

problems

Create confidence

in your solution

Delivery

What collateral types work best for lead generation in your sector?

Answer:

The one that displays the information in The most engaging, logical manner and

at the right time.

Asset types that fit your funnel

Realisationidentify need

Awarenessseek solutions

Considerationevaluate solutions

Decision

Purchase

Case studiesTestimonialsPress releasesProduct comparisonsPrice matrixes

How-to guidesWhitepapersWebinars & VideoProduct guides Demonstrations

InfographicsArticles & newslettersMarket guidesBlogs

It’s not a science

Strategic guides - 2 approaches:A summary piece that show’s top-level insightsFull-length piece with deep insights and evidence

Data - Graphical is better and text should only be used for a bulleted summary. Highlight key findings with a small infographic

Advice - blogs and video are a great way of sharing, but a ‘Top-tips’ guide with your key points will work for lead generation

Product support - online presentation tools and webinars are a great way to display often dull subject material

Planning and producing your assets

There are 3 common hurdles to creating great assets:

‘I haven’t got the time or resources.’‘I don’t know what to say.’

‘My website already has enough content.’

Generate ideas, involving those outside your silo

Create a structured wireframe plan

Amend, share internally and

develop

Use a trusted writer/producer

(internal or beyond)

Use creative design to present the

information

Take a logical path to developing your assets:

7 rules for success or failure

   

 

Keep it short - or at least break up into manageable sectionsKeep it fresh - old, outdated content will frustrate the prospectKeep it accessible - free from jargon and convoluted acronyms

Mix it up - use all the tactics at your disposal

Highlight the benefits - note the features

Tell a story - give them something they want to read

Killer headline - make it as alluring as possible

7 Do’s   

 

Sales-led conversation - a sure-fire way to turn-off your prospect

Data-heavy insights - give it some visual representation

Dishonesty - always strive to provide what you offered

Inconsistency - buyers need a constant, consistent messageDull & un-engaging - get creative and use language that hooks

Lack of targeting - map your persona profile and use

Visually uninspiring - looks matter, so make it look good

7 Don’ts

What content is working in your

sector?

Who are emedia?

A leading global provider of business lead generation services.

Strong subscriber engagement to deliver effective, asset-backed lead generation and awareness.

500,000+ business leads for customers each year in the UK.

Operating since 1999, providing advertising,

content & lead generation services.

Reach 800,000+ UK professionals via permission-based

subscriptions.

We’re global with offices in USA, Australia and

Western Europe.

Range of tailored services to provide turn-key

lead generation.

Information in your sector

Within every sector there are nuances.

People want their information in different formats, delivered on certain topics and at different times.

We’re going to look at 4 areas to give you some insights into the trends that we’ve been seeing since the beginning of 2013.

IT Marketing

HRBusinessFinance

IT

Amongst IT professionals, the top areas of interest have been:

Bring Your Own Device & Mobile Device Management

Big Data

Cloud

IT

Top performing assets

• 9 top reasons for making the move to mobile

• How is BYOD coping with Cyber Attacks? Report

• Make BYOD simple & secure - Best Practice Guide

• Secure your big data in 4 steps

• How Cloud & Mobile ruined your security plan

• How Tape & Cloud can work in harmony

Marketing

Marketers have been increasingly looking at:

Social Media

Lead Generation

Content Marketing

Marketing

Top performing assets

• The Magnificent 7 Social Media best practices

• 8 ways to grow your social eco-system

• The trends set to shape B2B content marketing in 2013

• Essential marketing with Google Analytics & Google Adwords

• Lead generation with webinars and whitepapers

• The big potential of Big Data: key marketing trends

Business Finance

During 2013 in the Finance sector, they’ve been reading:

HMRC changes

Field Service Solutions

Sage

BusinessFinance

Top performing assets

• Business Intelligence: Good performance indicators

• The 8 Attributes of Successful FDs

• The 7 Secrets of KPIs

• How Sage 200 helps with sales and marketing

• How To Help Clients Prepare For Auto Enrolment

• Preventing the Black Hole of lost data

HR

HR workers have been interested in:

Mobile recruitment & the use of social media

PerformanceManagement

Payroll

HR

Top performing assets

• How to make Social Media & Mobile Recruitment work for you

• Sourcing talent on the move? Top Mobile Recruitment trends

• The 5 faces your managers see during performance appraisals

• Attracting, developing & retaining leaders

• Free employers guide to Bank Holidays & Payment in Lieu of Notice

Similar themes?

So have you picked up any themes?

Even though these are separate sectors, with little readership cross-over, we can pick up 3 information trends:

Broad zeitgeist

issues

Sector- specific

issues

Measuring & improving what

you’ve got

Challenges and innovations

Challenges

What are the future content challenges?

1 Getting it seen

2 Personalisation

3 Nurturing

Innovations

Assets for every

occasion.Recycling.

Marketing Automation.

In summary

Summary

Key takeaways:

Content is the catalyst

to begin your sales process

You need to know your

buying cycle to frame your

campaign

Different assets fit different

stages of your funnel

Many marketers

aren’t making the right sort

of content

Information that educates and informs is

best for lead generation

content

Getting seen,personalisation& nurturing arethe key future

challenges

Marketing automation - get on-board or outsource now before it’s too late

Any questions?

We’ve got assets on our website that could help you out:

emedia.co.uk/resources

- emedia

- @emediauk

- emedia UK

- emedia.UK

Follow us!

accelerated lead generation

emedia is a division of Reed Business Information Limited, part of the Reed Elsevier Group plc. 

Reed Business Information Limited is a company registered in England & Wales.Quadrant House, The Quadrant, Sutton, Surrey. SM2 5AS.

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