The Secrets to Successful Content Campaigns

Presented by Sponsored by

The Secrets to Successful Content Campaigns:

#ActOnSW

5 Steps to Creating ContentPrograms That Convert to Revenue

Welcome Webinar Attendees

Type question here

Follow this webinar on Twitter

#ActOnSW

About Demand Gen Report

• Launched in 2007 to track best practices in lead generation

• Newsletter has grown to more than 26,000 readers

• We also offer a menu of research and best practices reports

• New audio/video podcasts at DemandGenReport.com

@DG_Reporthttp://linkd.in/DG_Specialists

Panelists

Janelle JohnsonDirector, Demand Gen

Act-On Software

Andrew GaffneyEditorial Director

Content4Demand / Demand Gen Report

Kim ZimmermannManaging Editor

Demand Gen Report

MODERATOR

www.act-on.com | @ActOnSoftware | #ActOnSW

The Secrets to Successful Content Campaigns:5 Steps to Creating Content Programs That Convert to Revenue

Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us:

#ActOnSW


5 Steps to Creating Content That Converts


Step #1 – Build the Right Foundation for Your Content CampaignsWhere to Start:Profile buyers and identify pain points, common attributes, key triggersMap content to buyer stages


of advanced B2B marketers said content-based offers were their most successful campaigns.

- Demand Gen Report Research

56%


of marketers have still not developed buyer personas, and 30% have not conducted a content audit.

- Demand Gen Report Research

46%


Step #2 – Identify Right Content FormulaWhere to start:Create content in a variety of formatsConsider shorter, accessible content formats

* 2012 eMarketer


of executives say white papers are still their favored type --but more visual formats, such as webinars (72%); videos (44%); and infographics (38%) were cited as emerging formats.

- Content Preferences Study

88%


Where to start:Look for ways to repurpose/reformat existing piecesBreak up longer content assets into smaller, digestible formats

Step #3 – Get Maximum Mileage out of Your Content


of executives recommend solution providers condense content to be shorter, 45% suggest not overloading content with copy.

- Content Preferences Study

48%


Repurpose Content


Break Content into Smaller Pieces10-page Whitepaper 4 Blog Posts … with more to come


Where to start:•Build multi-stage assets—10 Steps/5 Keys/7 Secrets•Tie related offers together in a logical progression to educate and accelerate prospects through the buying cycle

Step #4 – Utilize Content in Lead Gen/Lead Nurture Campaigns


Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.

- Forrester Research


Whitepaper Download

Confirmation Email with

link to asset

Recorded webinar on same topic

eBook on similar topic

Corresponding Infographic

Nurture Campaigns


Nurture Campaigns


Where to StartUtilize for SEODrive website traffic Increase database of qualified leadsAccelerate leads with nurture campaignsSupport sales enablement

Step #5 – Measure the Impact of Your Content Campaigns


Step #5 – Measure the Impact of Your Content Campaigns


Step #5: Measuring Social Media


Ready to Learn More?• Sign up for a demo

act-on.comblog.act-on.com

• Need it soonerCall us: 1 (877)530-1555Email us: [email protected]

Q&A // Submit Your Questions

Type question here

Q&A // Panelists

Janelle JohnsonDirector, Demand Gen

Act-On Software

Andrew GaffneyEditorial Director

Content4Demand / Demand Gen Report

Kim ZimmermannManaging Editor

Demand Gen Report

MODERATOR

Thank You For Attending This Webinar

You can download this presentation at:

http://dg-r.co/contentsecrets

Technology

The Secrets to Successful Content Campaigns