3. How often
does a partner
get a qualified
lead from the
firm’s digital
marketing
assets?
4. Content marketing is the discipline of
creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the goal of acquiring
new customers or increasing business from
existing customers.
Let’s start with a definition:
6. According to CMI, 82% of B2B companies cite brand
awareness as a goal for content marketing
Brand Awareness – Corporate and Personal
7. If you create great content, answer questions well,
and provide resources that real people love,
Google will reward you.
Get Found First – Higher Search Engine Rankings
8. Thought Leadership -> Competitive Differentiation
Articles
Speeches
Panels
Blog posts
Etc…
“VISIBLE EXPERT” GO TO AUTHORITY
10. Lead -> Customer Acquisition
61% of people feel better about
a company that delivers custom
content and are more likely to
buy from that company.
Source: Custom Content Council
11. ONTARGET
What You Need
1. A great plan: objectives, strategies and tactics
2. Lots (and lots) of different types of content
3. Give your visitors a great experience
4. Context
5. Great offer Leads
6. Metrics
7. Technology
8. Resources
9. Commitment
13. “A goal without a plan is just a wish.”
- Antoine de Saint-Exupéry
14. STRATEGIC PLANNING
PROCESS
SET GOALS
DEFINE STRATEGIES
(“WHAT”)
CREATE TACTICS FOR
EACH STRATEGY
(“HOW”)
SCHEDULE EXECUTIONS
(“WHEN/WHO”)
MONITOR AND MEASURE
REVIEW AND REVISE
19. Great visitor
experience?
You can do it!
76% of visitors say the most important factor
in a website is "the website makes it easy for
me to find what I want.”
- HubSpot
20. 11 Tips to Give Your Site Visitor a Great Experience
1. Easy to navigate
2. Easy to find information
3. Written in human-terms
4. Visually appealing
5. Full of great, relevant content
6. Fresh content
7. Speak to the prospect (not about yourself)
8. Less copy more pages
9. No stock imagery/photos
10.No boring headshots
11.Not cluttered
25. Specialty / Niche Newsletters
Health Care
Reform Monthly
Share information with
employers about the ACA and
related regulations.
Business owners and
managers will appreciate and
benefit from the tax-efficient
ways to meet ACA
requirements while
controlling their costs and
achieving their business
goals.
43. ONTARGET
DIFFICULT
Polling Question 3
How difficult is it to get partners in the firm to
write content for marketing purposes?
VERY DIFFICULT
SOMEWHAT DIFFICULT
NOT DIFFICULT
(Proposal writing doesn’t count!)
50. ONTARGET
Conclusion: Making Marketing that Prospects
and Partners Love
1. Have a great plan
2. Lots and lots of different types of content
3. Give visitors a great experience
4. Context
5. Use offers for lead generation
6. Metrics
7. Invest in Technology
8. Use the right level of resources
9. Commitment
51. ONTARGET
NO
Polling Question 4
Should the “reluctant rainmakers” in the firm be
required to contribute to content marketing in lieu
of 1:1 marketing?
YES
DON’T KNOW
52. ONTARGET
Thanks for attending!
What content marketing is and how it can
grow your business
Revealed: the top 5 most effective content
marketing tactics
20 key benefits of content marketing
How to tie content marketing into your sales
cycle
29 easy to find sources for getting content
How much are firms spending on content
marketing programs?
4 powerful ways to leverage your current
content for more visitors and leads
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