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
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