Boosting Leads with Mega Content
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The document discusses 'mega content,' a strategic approach that combines high-quality content marketing with lead generation techniques, particularly utilizing formats like white papers and e-books. It emphasizes creating impactful pieces of content that can be repurposed across various channels to drive engagement and collect targeted emails. By leveraging diverse formats and planned content calendars, organizations can significantly increase lead generation while maintaining effective email marketing practices.
Boosting Leads with Mega Content
- 1. #Pubcon#Pubcon Mega Content: How a Different Approach to a Simple Idea Can Deliver Impactful Results Jennifer Cario President, SugarSpun Marketing Author, Pinterest Marketing: An Hour a Day Social Media Faculty Chair, Market Motive
- 2. #Pubcon You’re All Familiar with Content Marketing… CONTENT IS KING Uses compelling, quality content to drive exposure, build trust and ultimately lead consumers through the conversion funnel.
- 3. #Pubcon You’re All Familiar with the Goal of White Papers… LEADS Offer high quality content in exchange for targeted contact information for your sales team.
- 4. #Pubcon Mega Content Combines the Best Impact of Each STRENGTH Take advantage of the targeted traffic potential of great content while leveraging the lead generating format of white papers and ebooks.
- 5. #Pubcon It Helps Balance Two Ongoing Needs CONTENT & EMAIL Marketers understand the value of crafting quality content to gain traffic, exposure and credibility, but also need to generate targeted email leads.
- 6. #Pubcon The Resurgence of Email Marketing EMAIL WORKS Email marketing returns an average of $44.25 for every dollar spent. Source: Listrack “Email Benchmarks & Trends” Report
- 7. #Pubcon So What IS Mega Content… PACKAGE DEAL Mega content aims to create a high value piece of content that can be promoted using snippets of that content in multiple formats to lead people in to the landing page.
- 8. #Pubcon Purposeful or Accidental SIZE MATTERS Sometimes you have a huge volume of content on a single topic and using it for a blog post is wasted opportunity.
- 9. #Pubcon Case in Point WORDY CLIENT Turned in a piece of content on Rosacea that was over 4500 words in length. Intended us to use it as several blog posts.
- 10. #Pubcon Case in Point CREATE A PACKAGE We built out a 24 page, beautifully formatted high quality e-book complete with diagrams, pictures, an infographic and more. Requires email to download
- 11. #Pubcon Case in Point BREAK IT UP This package of content includes over a dozen items for our content marketing calendar. Content items are designed and formatted for specific channels. Pulled out two blog posts of around 600-700 words each. Created a Rosacea facts and tips infographic. Created five graphical “tips" formatted for all Social Channels. Created six graphical “facts" formatted for all Social Channels.
- 12. #Pubcon Case in Point CALENDAR FILLER This content package can be used as part of the blog and social media calendars over the next eight to ten weeks. It also provides fodder for our pitching team.
- 13. #Pubcon Case in Point GOAL ORIENTED Rather than simply attract content into a Rosacea focused blog post and try to get them to click over to a product, we gather targeted emails. 42% conversion rate.
- 14. #Pubcon Breaking Down the Potential CARROT Requiring an email to get the content gives you a stronger CTA than a standard blog post pushing for a newsletter signup.
- 15. #Pubcon Breaking Down the Potential THE IMPACT So what do you get out of all these carrots? How and where do we dangle the carrots?
- 16. #Pubcon Let’s Aim for Every Other Month FOUNDATION Based off the idea of posting three blog posts per month that tie in to Mega Content Landing Pages. Content #1 Content #2 Content #3 Content #4 Eight blog posts. Three each in January and February and one each in March and April. Six blog posts. Two each in March and April and one each in May and June. Six blog posts. Two each in May and June and one each in July and August. Six blog posts. Two each in July and August and one each in September and October. Content #5 Content #6 Six blog posts. Two each in September and October and one each in November and December. Six blog posts. Two each in November and December and one each in January and February.
- 17. #Pubcon Let’s Aim for Every Other Month SHARING Create an additional six to ten pieces of non-blog content. Short videos, images, graphics, tips, etc... Content #1 Content #2 Content #3 Content #4 Eight non-blog pieces of content. Three each in January and February and one each in March and April. Six non-blog pieces of content. Two each in March and April and one each in May and June. Six non-blog pieces of content. Two each in May and June and one each in July and August. Six non-blog pieces of content. Two each in July and August and one each in September and October. Content #5 Content #6 Six non-blog pieces of content. Two each in September and October and one each in November and December. Six non-blog pieces of content. Two each in November and December and one each in January and February.
- 18. #Pubcon Let’s Estimate Some Conversion Impact NEW LEADS If your blog posts average 3,000 viewers per month with a 2% conversion rate, that equals 60 leads per month.
- 19. #Pubcon It’s Just Like Your Savings Account… COMPOUNDING The math is not just 60 leads per month times 12 months. Older content should still pull leads even as you add new content.
- 20. #Pubcon Let’s Look at the Math… YAY EXCEL! Take a look at how your new leads can stack on top of your old leads to add up to targeted email lists over time. 4,680 leads per year
- 21. #Pubcon But What If We Weren’t Conservative AIM HIGHER What if you had 10,000 views and a 3.5% conversion rate? That equals 350 leads per month, compounded. Over 28K per year
- 22. #Pubcon Why Does Mega Content Let us Aim Higher? DIVERSIFIED Mega content is about more than blog posts for promotion. It includes images, video, infographics and more.
- 23. #Pubcon Why Does Mega Content Let us Aim Higher? INFOGRAPHIC Pitch to industry related sites, bloggers and news sources and require a link back to guide.
- 24. #Pubcon Why Does Mega Content Let us Aim Higher? PINTEREST Upload and promote a series of tips, facts and DIY style content that points back to landing page.
- 25. #Pubcon Why Does Mega Content Let us Aim Higher? TWITTER Make use of image Tweets, Twitter chats or Twitter Cards for additional traffic and leads.
- 26. #Pubcon Why Does Mega Content Let us Aim Higher? FACEBOOK Promote blog posts, images, video clips and the like via your news feed and targeted ads.
- 27. #Pubcon Elevating Existing Blog Content to Mega Content SEEING POTENTIAL A client wanted to build an infographic to explain the benefits of an Alkaline food diet. We knew there could be more...
- 28. #Pubcon Elevating Existing Blog Content to Mega Content Write a 3000 word guide aimed at explaining the basics of the diet. Create a series of bite size infographics with complimentary info. Create a 14 day easy to follow menu plan based off the Alkaline diet. (Source most content from other bloggers.) Create a Pinterest board featuring additional recipes. Develop 6-10 original recipes with pictures for blog posts. Package it all in a guide to get started with an Alkaline food diet.
- 29. #Pubcon Case in Point BREAK IT UP This package of content includes nearly two dozen items for our content marketing calendar and a ready made pitch to a dozen bloggers. Wrote one blog post as an introduction to the benefits of an alkaline diet. Create one full infographic and three micro size infographics full of facts about Alkaline diet. Created ten original recipes as blog posts and sourced over 24 recipes from other bloggers with permission. Created half a dozen graphic tips and facts regarding the Alkaline food diet. Curated a Pinterest board with more than one hundred Alkaline recipes and articles.
- 30. #Pubcon Doesn’t Always Have to be Original UPDATES Plan to update your content within 4-6 months for a rerelease and or a bigger push.
- 31. #Pubcon A Key Point to Remember NUANCED APPROACH This approach is not for sales driven white papers, it is for focused and useful content and works best as a starting point to your funnel.
- 32. #Pubcon Wrapping it Up DIFFERENT APPROACH None of this is 100% new or different, but it can be a very different way to look at and to leverage your content.
- 33. #Pubcon Thank You! Jennifer Evans Cario President, SugarSpun Marketing Author, Pinterest Marketing: An Hour a Day Social Media Faculty Chair, MarketMotive