These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | How To Put Your Content To Work Immediately After Publishing". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-how-to-put-your-content-to-work-immediately-after-publishing/
20180928 Hofstede Insights Conference Milan The Power of Culture Led Brands.pptx
Kevin Phillips — How To Put Your Content To Work Immediately After Publishing
1. How to Put Content to
Work Immediately After
Publishing
KEVIN PHILLIPS | @IMPACTBND
2. KEVIN PHILLIPS
• I work at IMPACT
• Lead Content Trainer
• Have trained over 100 content
managers
• I once grew a website’s traffic
~16,000%
• I love blog articles that get
results
3. KEVIN PHILLIPS
• I work at IMPACT
• Lead Content Consultant
• Have trained over 100 content
managers
• I once grew a website’s traffic
~16,000%
• I love blog articles that get
results
• I have 3 amazingly insane kids
5. How to get your content in front of your
audience?
• SEO optimization
6. How to get your content in front of your
audience?
• SEO optimization
• Email blast
7. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post
8. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post
• Paid social post
9. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post
• Paid social post
• Guest post
10. How to get your content in front of your
audience?
• SEO optimization
• Email blast
• Organic social post
• Paid social post
• Guest post
• Backlink requests
11. But is there a better, faster,
more efficient way?
13. Assignment selling is the process of intentionally using educational content you
have created about your products and services to resolve the major concerns and
answer the burning questions of prospects so they are much more prepared for a
sales appointment.
What is Assignment Selling?
16. It starts with participation
from sales and subject matter
experts
17. Why Enlist Sales & SMEs to Participate in
Content Creation Process?
• Marketing and Brand Team often in charge of content
calendar
• Sales understands the most pressing questions prospects
ask
• Sales and SMEs know the products and services better than
anyone else.
• Sales answers these questions Every. Single. Day.
• Anticipate prospect questions by answering them ahead of
time.
19. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
20. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
21. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews
22. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews
• Create repository of content
23. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews
• Create repository of content
• Have sales pro-actively send content to prospects ahead of
sales calls
24. How sales & SMEs can participate
• Ask sales to identify the “80% questions”
• Focus first on BOFU content
• Have them write, create outlines, or be available for interviews
• Create repository of content
• Have sales pro-actively send content to prospects ahead of
sales calls
• Use content to follow up with prospects
25. How to keep track of
Assignment Selling Content
26. How to keep track of Assignment Selling
Content
• Spreadsheet
27.
28. How to keep track of Assignment Selling
Content
• Spreadsheet
• Learning Center
29.
30. How to keep track of Assignment Selling
Content
• Spreadsheets
• Learning Center
• Pillar Content
31.
32. How to keep track of Assignment Selling
Content
• Spreadsheets
• Learning Center
• Pillar Content
• Downloadable Guides
35. How to keep track of Assignment Selling
Content
• Pro-active
36.
37. How to keep track of Assignment Selling
Content
• Pro-active
• Re-active
38.
39. Want to learn more about Assignment
Selling?
● What is Assignment Selling: https://www.impactbnd.com/blog/what-is-assignment-selling
● 5 common assignment selling mistakes:
https://www.impactbnd.com/blog/common-mistakes-with-assignment-selling
● 5 real-life examples of assignment selling:
https://www.impactbnd.com/blog/examples-of-assignment-selling
● Assignment selling: Interview with a salesman:
https://www.impactbnd.com/blog/assignment-selling-interview
● Making a sales call in the age of assignment selling:
https://www.impactbnd.com/blog/making-a-sales-call-in-the-age-of-assignment-selling
● How Assignment Selling has made me a better salesperson:
https://www.impactbnd.com/blog/assignment-selling-better-salesperson
● Assignment Selling Spreadsheet
https://docs.google.com/spreadsheets/d/1_g1HzZ2vElvgEi0gzkONKOxgH1slzkOh9r7-YTyJW-k/edit#gid=337497823