FullQuota Webinar: 6 Keys to Creating GREAT Content
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The document outlines a shift in marketing strategies from aggressive tactics to providing valuable content that aligns with buyer personas. It emphasizes the importance of understanding target audiences, creating relevant content, and optimizing it for visibility across various channels, such as blogs and social media. Additionally, it suggests a structured editorial calendar to distribute content effectively and engage with potential buyers.
FullQuota Webinar: 6 Keys to Creating GREAT Content
- 2. Buyers have changed. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
- 4. Yesterday’s approach: “GET IN THEIR FACE” when they’re not looking. Today’s approach: “GET FOUND” when they are looking.
- 5. That means you need to be here… Top 3
- 6. …and here…
- 7. …and here…
- 8. …and here… 8
- 10. HOW?
- 11. thinking like a marketer or advertiser…
- 12. …START thinking like a publisher and socializer.
- 13. …start creating content your buyers will love. Content that is that is meaningful and relevant including: • Top-notch blog articles • New market data • Industry research, reports, & studies • Educational content © 2013 FullQuota. All rights reserved.
- 14. HOW?
- 15. 1 Understand your target buyer persona!
- 16. Understand why executives are different Have unrelenting demands on their schedule Spend most of their time in meetings Hate being pitched Need to sell decisions internally Trust their peers and inner circle Are very quick studies
- 17. And what executives value Return on time invested Outcomes-based content and conversation Prescriptive value and case-based discussions Peer input and relationships Connection to experts and high- value thinking
- 18. 2 Map your content to your target buyer persona!
- 19. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to their BUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ TREND SOLUTION REPORTS INTERESTED IN Q&A Q&A A SOLUTION ARTICLES eNEWSLETTER EBOOKS WEBINARS RESEARCHING STEP-BY-STEP STEP-BY-STEP VENDORS EBOOKS WEBINARS EVALUATING FAQ DEMO PRODUCTS SHEETS VIDEOS NARROWING FIELD FEATURE CASE DEMOS GUIDES STUDIES REFERENCE ANALYST CUSTOMER CHECK REPORTS TESTIMONIALS NEGOTIATING DATA ROI PRICE SHEETS CALCULATORS GUIDES PURCHASE KEY OUTCOMES CHECKLISTS SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
- 20. Create an 3 editorial calendar
- 21. People process information better in bite-sized chunks.
- 22. Schedule your content a little bit at a time… Content Progression Schedule Outcome Email industry trend report Day 1 Open, Share, Download Publish industry trend report messages to Twitter, Facebook Pages, Day 1, 5, 7, 10, 13, 15, Share , Download and LinkedIn Groups 21, 22, 23, 24, & 25 Send weekly e-newsletter Day 7 Open , Share Send weekly e-newsletter Day 14 Open, Share Send personal invitation to attend industry trend webinar Day 20 Attend Publish industry trend webinar messages to Twitter, Facebook Pages, Day 20, 22, 24, 26, 27, Share, Attend and LinkedIn Groups 28, 29, & 30 Send weekly e-newsletter Day 23 Open Send link to recorded industry trend webinar Day 30 View Publish industry trend webinar recording messages to Twitter, Day 30, 32, 34, 36, 38, Share, Listen Facebook Pages, and LinkedIn Groups & 40 Send weekly e-newsletter Day 30 Open Personal invitation to attend product demo webinar Day 60 Attend, Convert Publish product webinar messages to Twitter, Facebook Pages, and Day 60, 62, 64, 66, 68, Share, Attend, LinkedIn Groups 70, 71,72, 74, &74 Convert
- 23. 4 Start creating meaningful and relevant content
- 24. Content DOs: 1. Focus on topics relevant to your buyer’s role and current challenges 2. Summarize, summarize, summarize 3. Hard facts = credibility … and credibility is key 4. Pick the right channel 5. Push beyond common wisdom and top-of-mind trends
- 25. Content DON’Ts 1. Don’t be boring. 2. Don’t just wing it – follow your plan! 3. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers. 4. Don’t just start the process and then never critique it again. You have to continually tweak it. 5. Don’t be afraid to try new things.
- 26. 5 Optimize your content
- 27. Understand what motivates Google (as well as bing and Yahoo)
- 29. On-Page SEO Off-Page SEO Ranking Algorithm f(n) = Relevance + Authority
- 30. Creating exceptional and unique content is the key to getting found!
- 31. 6 Socialize your content
- 32. Pick the right ? channels. 6a
- 37. Blog, and blog often.
- 41. LinkedIn is a must for B2B marketers.
- 46. Facebook is an effective B2B marketing tool. It’s just not as good as some of the others (yet!).
- 48. SOURCE: EMARKETER, APRIL 2011
- 52. Twitter = influence. Start tweeting relevant, original content you want to be shared!
- 54. Paid search is a great way to get your content found fast. Organic is still best long term!
- 55. Channel #6, 7 & 8: Google+ Pinterest Instagram
- 56. Make content easy to share BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING! 6b 1 5 3 110 53 1 1 3 2 1 2 share tweet email +1
- 57. 1 Understand Your Buyer 2 Map Your Content 3 Let’s Create an Editorial Calendar recap 4 Create Meaningful Content 5 Optimize Your Content 6 Socialize Your Content
- 58. ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com
- 59. Prepared by FullQuota on behalf of Microsoft
- 60. ALL THE WAY
- 61. Image Sources • Slide 3 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/ • Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ • Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 8 - Screenshot taken by YMKM Agency, LLC • Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper- images/Stop-sign.html • Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license • Slides 16-18 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart • Slide 20 - Courtesy of FullQuota • Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml • Slide 24 - Purchased from iStockphoto http://www.istockphoto.com/license • Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration • Slide 29 - Screenshot taken by YMKM Agency, LLC • Slide 41 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license • Slides 52, 59, 62 – Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html • Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon • Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html • Slide 77 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 79 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 82 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 86 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/ • Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/ • Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/