Content That Drives Conversions
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The document outlines strategies for creating content that drives conversions, focusing on understanding buyer needs and leveraging subject-matter expertise. It emphasizes the importance of mapping content to customer inquiries, using targeted keywords, and employing a testing approach with light tactics before scaling successful efforts. Additionally, the document advocates for creating diverse content types to engage potential buyers throughout their decision-making process.
Content That Drives Conversions
- 3. Introductions Chris Baggo+ CEO, Compendium @chrisbaggo+ | @compendium Nolin LeChasseur Partner, Brainrider @nolin | @brainrider
- 4. • Nolin – Defining your buyer, 5 steps to creation, Examples • Chris - History, What converts, Case study • Create content that converts • Measure what’s working • Look In Unusual Spots for Content What you’ll learn in the next 30 min
- 5. CREATING CONTENT THAT CONVERTS Nolin LeChasseur, BrainRider
- 6. Map content to the buying decision... If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support What to share with them: • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How to choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • Working with us • How to buy
- 7. 5 keys to creating content that converts 1. IdenAfy, plan, and organize by customer needs & pains 2. Leverage your company’s subject-‐ma+er experAse 3. Target buyer intent search keywords and phrases 4. Describe your content using customer language 5. Test & learn with light tacAcs, then scale winners into heavier tacAcs
- 8. Identify, plan, and organize by customer needs and pains.
- 9. Identify customer needs & pains • How to … • How do I … • Do I need more/less … • Should we … • Comparing … • Choosing a …
- 10. Plan & organize content assets by customer needs & pains
- 11. Leverage your company’s subject matter expertise.
- 14. Find subject-matter expertise that connects with customer needs. • Who are your SMEs and what do they know? • Reverse engineer what you already sell • Ask your customer-facing staff • What search terms are driving site traffic? • What on-site search terms are common? • What searches are high volume?
- 16. Look at longer search phrases for suffixes that show buyer intent. …jobs in San Francisco …job description …comparison …alternatives …white paper …pricing …best practices …pricing comparison …implementation guide …consulting hourly rate …email/landing page template …requirements document …contract terms …structure of team MARKETING AUTOMATION…
- 17. Describe your content using customer language.
- 18. Which one is buyer-focused? MarkeAng AutomaAon Vendor Comparison Guide MarkeAng AutomaAon Buyers Guide Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
- 19. Which one is buyer-focused? MarkeAng AutomaAon Vendor Comparison Guide Another Be*er B2B Marke/ng Resource MarkeAng AutomaAon Buyers Guide Another Be*er B2B Marke/ng Resource
- 20. Which one is buyer-focused? How To Sell MarkeAng AutomaAon To Your Boss MarkeAng AutomaAon Requirements Document Example & Template Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
- 21. Which one is buyer-focused? How To Sell MarkeAng AutomaAon To Your Boss MarkeAng AutomaAon Requirements Document Example & Template Another Be*er B2B Marke/ng Resource Another Be*er B2B Marke/ng Resource
- 22. Test & learn with light tactics, then scale winners into heavier tactics.
- 23. Test & learn with light tactics • Social media sharing • Social publishing • Blogging / guest blogging • Article syndication / contribution
- 24. • Dense marketing assets: White papers, ebooks • Recorded media: webinars, podcasts, videos • Image media: infographics, illustrations, presentations • Training materials • Support manuals, user forums, knowledge base • RFP responses & sales proposals Repurpose existing assets buried deep inside your content shoebox
- 27. Measure form & LP conversions
- 28. See what contributed to a sale RESOURCE MarkeAng AutomaAon OpAmizaAon Checklist RESOURCE 2013 B2B MarkeAng Budget AllocaAon Tool RESOURCE Be+er B2B MarkeAng Checklist WEB VISIT PAGEVIEWS Web content about planning & content
- 29. SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Chris Baggott, Compendium
- 30. Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance Can you think of the top 30 Topics prospects and customers might be interested in? SUPPOSE YOU ARE AN INSURANCE COMPANY Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance
- 32. 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS
- 33. SALES FUNNEL Typical INQUIRY CONSIDERATION AWARENESS PURCHASE OR LEADS RETENTION OR SALES
- 34. 30 TOPICS X 5 Personas 150 CONTENT ELEMENTS x 5 stages of the funnel 750 CONTENT ELEMENTS
- 36. 3% 56% 34% 31.1% 30.8% 28% 27% 27% 20% 20% 12% 8% 7% RETAIL SITES BRAND SITES BLOGS FACEBOOK GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+ ONLINE MAGAZINES PINTEREST TWITTER NEWS SITES INSTAGRAM ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE Source: Technorati
- 46. 325% Increase in Sales ready leads 9000 Content elements created
- 48. The buyer is in control.
- 49. What next? Let’s Talk! Chris Baggo+ CEO, Compendium Nolin LeChasseur Partner, BrainRider Subscribe to more helpful B2B Marketing content: @Brainrider | @Nolin Subscribe to more helpful B2B Marketing content: @Compendium| @ChrisBaggott