Content Marketing To Improve Lead Generation and Sales Presented at Social Media Week 2012 by Andrew Schulkind, President of Andigo New Media Jane Tabachnick, President Jane Tabachnick & Co "Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action." Source – Content Marketing Institute OverView Why Content Marketing? Generating Content Defining Your Audience Selecting Channels Goals & Metrics Q&A Chocolate Content Marketing Strategy Summary •Authentic, customer-focused, provides real value •Know your audience •Balance content and marketing •Content generation is easy •Do only what you can do well •Company-wide involvement •Think beyond digital Download our resource guide: http://janetabachnick.com/swm2012

1. Content Marketing To Improve Lead Generation and Sales
Content marketing is a marketing technique of creating
and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood
target audience - with the objective of driving profitable
customer action.
Source – content marketing institute
to tweet about this event please use:
#SMWContentPower

2. Content Marketing To Improve Lead Generation and Sales
Jane Tabachnick
President, Jane Tabachnick
Marketing
Founder, Moozly – social content
engine
18 years of experience creating
digital marketing strategies and
tools, for corporations, nonprofits and small businesses.

3. Content Marketing To Improve Lead Generation and Sales
Andrew Schulkind
President, Andigo New Media
19 years of experience building
digital communications tools for
corporations, non-profits and
small businesses.

4. Content Marketing To Improve Lead Generation and Sales
Developing a Content Marketing Strategy
Image: theoatmeal.com

5. Content Marketing To Improve Lead Generation and Sales
Developing a Content Marketing Strategy
Image: theoatmeal.com

6. Content Marketing To Improve Lead Generation and Sales
Overview
Why Content Marketing?
Generating Content
Defining Your Audience
Selecting Channels
Goals & Metrics
Q&A
Chocolate

7. Content Marketing To Improve Lead Generation and Sales
Overview
Image: winterson.com

8. Content Marketing To Improve Lead Generation and Sale
Generating Content
“Always enter the conversation already taking
place in their minds”
Robert Collier

9. Content Marketing To Improve Lead Generation and Sale
Generating Content
16
11
2
28
3
9
Content
Content
Content
Content
Content
Content

10. Content Marketing To Improve Lead Generation and Sale
Generating Content
Dec
Aug
Apr
Jan

11. Content Marketing To Improve Lead Generation and Sale
Generating Content
• Frequency
• Resources
• Audience/Medium Preference

12. Content Marketing To Improve Lead Generation and Sale
Generating Content
Jane Bio Info and pic go here

13. Content Marketing To Improve Lead Generation and Sale
Generating Content

14. Content Marketing To Improve Lead Generation and Sale
Generating Content

15. Content Marketing To Improve Lead Generation and Sale
Generating Content
Jane Bio Info and pic go here

16. Content Marketing To Improve Lead Generation and Sale
Generating Content
Owned vs. Earned
Its not what you say about you, it’s what they say about you
URBAN Green
Review
“Neil Chambers’
bold and brave
approach…
is not only a
good read, but a
pathfinder.”

17. Content Marketing To Improve Lead Generation and Sale
Content Marketing - Know Your Audience
Image: thewoodlandsprobate.com

18. Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience

19. Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience
What Keeps Your Audience
Awake At Night?
Image: tvfanatic.com

20. Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience
• Know Your Audience
• Know Their Interests
• Go Beyond Guessing: Metrics,
Persona Development, Surveys
Image: thewoodlandsprobate.com

21. Content Marketing To Improve Lead Generation and Sales
Content Marketing - Know Your Audience
Homeowners
Condo / Coop Boards
Managing Agents
Developers

22. Content Marketing To Improve Lead Generation and Sale
Channels
Chart Courtesy Marketing Profs / Junta 42

23. Content Marketing To Improve Lead Generation and Sale
Channels

24. Content Marketing To Improve Lead Generation and Sale
Channels

25. Content Marketing To Improve Lead Generation and Sale
Channels

26. Content Marketing To Improve Lead Generation and Sale
Channels

27. Content Marketing To Improve Lead Generation and Sale
Channels
Match Content to Audience
AND Channel.
Image: milesizz via flickr

28. Content Marketing To Improve Lead Generation and Sale
Channels

29. Content Marketing To Improve Lead Generation and Sale
Channels
• Create Strengthen Relationships
• Establish Expertise
• Give Your Very Best
• Create Trust
• Lather, Rinse, Repeat

30. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Measure, Measure, Measure
Image: itsunderstood.com

31. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Measure, Measure, Measure
• Email subscribers
• Facebook “Likes”
• LinkedIn connections / group members
• Gated content downloadsLanding page
trafficInbound calls

32. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Brand building or building awareness.
Educating your audience. Facilitate comparison prepurchase.

33. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Encourage Conversation
Image: itsunderstood.com

34. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Encourage Conversation
Image: Louisville City Hall Examiner

35. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Our windows !
are built to !
the highest
construction
standards!!
Image: Home Makeover Windows. CertainTeed

36. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Our windows last
longer!!
Image: Home Makeover Windows. CertainTeed

37. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Check out how our
windows save you
time and money!!
Image: Home Makeover Windows. CertainTeed

38. Content Marketing To Improve Lead Generation and Sales
Goals, Metrics Conversion
Download tips for
saving money in
construction and
remodeling!!
Image: Home Makeover Windows. CertainTeed

39. Content Marketing To Improve Lead Generation and Sales
Content Marketing Strategy Summary
• Authentic, customer-focused, provides real value
• Know your audience
• Balance content and marketing
• Content generation is easy
• Do only what you can do well
• Company-wide involvement
• Think beyond digital

40. Content Marketing To Improve Lead Generation and Sales
Content Marketing Strategy Summary
Downloadable Resource Guide
www.andigo.com/smw2012
or
janetabachnick.com/swm2012