Complimentary e-book, Ten Content Marketing Killers: How to Survive and Thrive by Outsourcing Your Content Marketing. Content marketing has proven to provide great benefits, but there are a lot of moving parts and expertise required to be successful. This 16 page e-book, sponsored by WinGreen Marketing Systems (www.wingreenmarketing.com), provides in-depth details about how content marketing works, its undeniable benefits, and ten killer reasons you should be seriously considering outsourcing your content marketing.

1. Ten Content
[Title GoesKillers
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Marketing
How to survive and thrive by outsourcing
your content marketing
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An Informative E-book from the
Marketing White Paper Series Sponsored
Marketing White Paper Series Sponsored byby
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2. Ten Content Marketing Killers
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Contents
Introduction....................................................................................................................... 3
Business Process Outsourcing Applied to Marketing.............................................................. 3
Outsourced Content Marketing Grows in Popularity............................................................... 4
Defining Outsourced Content Marketing............................................................................... 5
Required Components of Content Marketing......................................................................... 7
Content ........................................................................................................................ 7
Acquiring and Managing Software and Hardware Systems................................................. 8
Campaign Management.................................................................................................10
Ten Reasons You Should Be Seriously Considering Outsourcing Your Content Marketing.........11
Features...........................................................................................................................14
Benefits............................................................................................................................14
Conclusion........................................................................................................................15
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Introduction
In this e-book, we’ll explore what
outsourced content marketing is and
why today’s marketing and sales leaders
should consider taking advantage of it
in their organizations. Spoiler alert: For
starters, you can triple your inbound
leads while reducing cost-per-lead by half.
We also will list the top ten content
marketing killers. These are the ten
things that cause in-house content
marketing efforts to fall short or to fail
outright. Some organizations choose to
keep trying to overcome these killers,
while others choose to cut right through
to the real objective -- delivering quality
sales leads -- by outsourcing to experts.
Business Process
Outsourcing Applied to
Marketing
Business Process Outsourcing (BPO) has
become a common, mainstream strategy
for both cost savings and process
improvement in many types of business
functions at companies of all sizes and
in all industries. From BPO’s roots in
payroll and data processing outsourcing
to emerging and powerful new BPO
contract and scope structures focused on
finance and accounting, human resources
and recruiting, and customer support, the
concept and reality of business process
outsourcing is paying off for enlightened
firms who effectively structure and
manage BPO engagements.
One of the new and exciting forms of
BPO is the outsourcing – or, as some
call it, the “micro-sourcing” – of welldefined functions in marketing. For years,
marketing organizations have outsourced
public relations and advertising.
Why? Because focused agencies can
perform these functions better, faster,
and cheaper. Now, as new marketing
automation tools, content marketing
strategies, and inbound marketing
capabilities proliferate, senior marketing,
sales, and financial executives have
begun to look at lead generation and
content marketing in a similar fashion.
The question has become, “Why would
we invest in people, processes, and
technology to do something that is not
our core competency, especially when
there are agencies who can do it far more
effectively and efficiently?”
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The answer is a new outsourced
marketing service designed to deliver
better lead generation results at
far lower costs. This new service
is called content marketing BPO or
outsourced content marketing.
Outsourced Content
Marketing Grows in
Popularity
The growth in demand for outsourced
content marketing is based on two
major shifts that have occurred since
2000 in how corporations buy and sell
business-to-business products and
services: (1) The emergence of Google
and other Web based search engines
has turned the buyer-seller relationship
completely upside-down, as purchasers
now begin the vast majority of their
purchase evaluations and decisionmaking with a Google search and only
engage the seller after most of the
evaluation has been completed, and (2)
the new content marketing techniques
require significant investments in
software, content production, web
development, integration, customization
and configuration of multiple software
applications and databases, and ongoing
management and administration. This
investment in both money and time
overwhelms most individual companies,
but large-scale providers of outsourced
content marketing have already built
commercial-scale software/content/
manpower infrastructures and enjoy huge
economies of scale.
Outsourced content marketing is paying
off handsomely for those firms who have
embraced the concept, planned their
outsourcing transitions, and worked
closely with their providers. A reasonable
expectation for a mid-sized technology
firm transitioning from conventional
in-house lead generation to outsourced
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Defining Outsourced
Content Marketing
content marketing would be 3X more
leads at 50% lower cost-per-lead. The
authors have seen examples of 10X more
leads at 75% lower cost, and 8X more
leads at 80% lower cost, for companies
who transitioned to online content
marketing.
As the U.S. economy begins to recover,
and business-to-business purchasing
starts to grow, the companies who will
outgrow all others will be those who
know who is buying, what they want, and
how to reach them. The winners will be
those who build and sustain healthy sales
pipelines. Content marketing has proven
to be one of the most effective tactics in
support of pipeline growth. In addition,
the strategy that multiplies the benefits
of content marketing – more leads, lower
cost leads, better quality leads – is the
decision to outsource content marketing.
Content marketing BPO is the quickest,
most cost-effective way to achieve
healthy pipelines rapidly and consistently.
It’s instructive to take a minute to define
what we mean by “outsourced content
marketing”. First, let’s start with the
most common techniques in the broader
category of lead generation, of which
content marketing is one component.
Online lead generation is the use of
Internet technologies to reach potential
buyers of one’s products or services.
Some of the methods include:
• Content marketing
• Email marketing
• Inbound marketing
• Pay Per Click (PPC) online advertising
• Cost Per Thousand (CPM) online
advertising
• Social media
• Newsletter marketing
• Search optimized web landing pages
Most savvy marketers use a mix of the
methods available, with an emphasis on
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email marketing, newsletter marketing,
and inbound marketing (and perhaps
an overemphasis on CPM advertising).
Marketing through social media (e.g.
Twitter, Facebook, Slideshare, LinkedIn,
etc.) has seen extraordinary adoption and
growth over the past few years, but still
accounts for a very small percentage of
new incoming sales leads when compared
to content marketing, PPC, and email
marketing.
Content marketing has become one of
the most effective methods of generating
new business leads. Here is our working
definition:
Content marketing is a method of
marketing in which educational, relevant,
and useful content is created and
promoted for the purpose of attracting
and engaging interested parties from a
defined target market of potential buyers.
Content may be in the form of articles,
blog posts, white papers, webcasts,
podcasts, videos, e-books, or newsletters.
“raise their hands” and self-identify by
registering to receive content.
Outsourced content marketing is defined
as contracting with a third party or
agency to conduct some or all of the
functions of content marketing. Some
of these agencies are simply platform
providers, i.e. the client will produce
content, manage lead generation
campaigns, and procure their own
target lists while paying to use the
provider’s technology. Some are focused
solely on building opt-in lists through
search engine optimization (SEO) and
inbound marketing. Others may provide
syndicated or dedicated content, manage
outbound campaigns, and deliver leads
to their clients through portals or CRM
applications. As with other business
process outsourcing services, the
range of scope and scale across the
providers varies widely, allowing clients
to outsource as much or as little as they
wish.
When combined with email marketing,
content marketing becomes an extremely
powerful and cost-effective means
of reaching prospective buyers and
influencers and convincing them to
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Required Components of
Content Marketing
Online content marketing requires the
following:
• White papers
• Books, booklets, pamphlets, e-books
Content
The creation of compelling marketing
content is the starting point for content
marketing. To attract potential buyers
and influencers to your website where
they’ll voluntarily self-identify, you’ll
need to continually create new content.
Content can be promoted and delivered
in many forms. The most popular forms
of marketing content for online promotion
are:
• Podcasts
• Webcasts and web seminars
(“webinars”)
• Video
Creating content requires the talents and
skills of subject matter experts, writers,
and copyeditors for written assets, and
subject matter experts and experienced
public speakers for rich media assets.
• Articles
• Blog posts
• Research papers (primary or
secondary research)
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Acquiring and Managing
Software and Hardware
Systems
authors use Predictive Response software
and are authorized resellers and partners
with the company.
Performing content marketing requires
the following software applications and
databases:
Inbound Marketing Automation
software -- Setting up inbound
marketing requires a system to automate
the functions of generating blog posts,
web pages,
landing pages,
and other
features
of inbound
marketing.
A leader
in inbound
marketing
automation is
Hubspot.
Content
repository – A
place to store all
marketing assets
in digital format.
Mass email
software –
Commercial
software used to
“blast” a single
email (e.g. an
invitation to
a webcast) to
thousands or
even millions of
recipients in a
single mailing.
(Also required is the knowledge of laws
regarding unsolicited email or “spam”,
the ability to author emails that do not
get caught in recipients’ spam filters, and
the ability to write emails that promote
content without sounding “salesy”.) The
Custom
web landing
pages – Each
campaign
or outbound
email
promotion requires its own “landing
page” on the company’s website. The
landing page should re-state the
offer from the email, present a form
for capturing the visitor’s contact
information, and provide a clear path
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for the visitor to learn more or take
advantage of other offers. Ideally, the
landing page will also contain customized
software code that will automatically
deliver the contact information from the
form to a CRM or similar system.
CRM software – CRM software is
required to capture and store all new
leads as they are captured on the landing
pages. Furthermore, CRM provides the
foundation not only for capturing new
leads from content marketing, but for
providing tools and workflow for more
effectively advancing those leads to
successful sales. Procuring and setting
up a CRM system requires expertise
in the company’s marketing and sales
practices, plus database configuration,
workflow customization, report setup, and
ongoing administration. The leading cloud
based CRM vendor is Salesforce.com.
De-duplication software –
The maintenance of an accurate,
“clean” database of leads, contacts,
opportunities, email addresses, etc. is
critical to the success of any content
marketing effort. You’ll need to
acquire, configure, run, and administer
commercial software for both bulk and
real-time de-duplication. A terrific tool
that integrates with Salesforce CRM
is Ringlead. This e-book’s sponsor,
WinGreen Marketing Systems is an
authorized reseller and partner of
Ringlead.
Webcast hosting – Webcasts and
webinars are extremely valuable
components of a content marketing
function. You will need to be able
to run a webcast, allow hundreds of
people to view it concurrently, and take
registrations, comments, and questions
for each webcast.
Web visitor tracking – One of the
new and valuable tools in the marketer’s
toolkit is the ability to see who visits
your website, which pages they view,
and for how long. Salespeople use web
visitor tracking to gauge the interest of
a new lead by seeing how much they’ve
viewed on the website before calling
them. There are many software products
now available that can provide different
views of website traffic, from the most
rudimentary traffic reporting (e.g. Google
Analytics) to showing company names of
anonymous visitors (e.g. Leadlander) to
showing individual names of known leads
and prospects (e.g. WinGreen Marketing
Systems) and the pages they visit.
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Lead Scoring – Software that assigns
scores and ranks to new and repeat
leads and prospects allows salespeople to
prioritize their call-downs and make most
productive use of their selling hours.
Lead Nurturing –About 70% of new,
interested leads generated through
lead generation efforts are discarded by
sales people because they do not have
“current” needs or interests. (This is
of course what we’ve taught our sales
professionals to do for years: Qualify
on the basis of budget, authority, need,
and time. Any lead with a purchase
timeframe of more than six months
away is automatically disqualified.) New
technology allows sales and marketing to
work together to set up automated “drip
emails” to nurture longer term leads until
they’re ready to make purchase decisions.
It’s important to integrate lead nurturing
automation software directly into your
CRM and lead generation systems so that
salespeople can simply click a “Nurture”
button instead of discarding the lead
altogether.
Campaign Management
Effective content marketing must be
planned, developed, and executed
reliably and consistently. You’ll need to
set up regularly scheduled campaigns to
promote your content to your targets via
email. Campaign management requires
tracking and reporting tools that allow
you to select your content, create your
offer email with click-through links, link
to your campaign landing page, manage
and select email lists, launch your email
blast, and track results. You’ll need an
experienced marketing professional to set
up and execute all campaigns, acquire
content, work with the webmaster to
create HTML emails and custom landing
pages, and integrate campaign results
and incoming new leads with CRM and
salesforce automation systems. Running
effective content marketing campaigns
also requires project management skills
and the ability to keep all contributors on
schedule.
The decision to outsource all or some
of the functions of content marketing
should be based upon your company’s
capabilities in each of the areas listed
above, and the cost of those capabilities.
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Ten Reasons You Should
Be Seriously Considering
Outsourcing Your Content
Marketing
Here are the top ten content marketing
killers. As a content marketing agency,
we see the following shortcomings in
more than 90% of the companies we
engage. When these obstacles are
present in your organization -- and we’re
betting that you, the reader, can identify
with most if not all of them -- you should
begin to seriously consider outsourcing
your content marketing.
1. You probably can’t do it yourself
(even though you know what it is,
what systems you need, and what the
components are).
2. You don’t have the software platform.
3. Even if you acquire the software, you
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probably don’t know how to quickly
deploy cross-platform integration and
the required degree of automation.
4. You can’t generate enough content
to sustain multiple campaigns per
month, every month of every year.
5. Your marketing people know how
to write, but don’t have domain or
technology depth to create compelling
content.
6. Your domain or technology experts
know all about your products, your
technologies, and how your customers
use them, but aren’t capable writers.
7. It’s no one’s job to author, copyedit,
and set up 30+ white papers, 50+
original articles, and 20+ webcasts
per year. (Corollary: Do you really
want your top technical people
spending up to 20% of their time
writing marketing content?)
8. The marketing staff gets pulled in
many different directions throughout
the year. “Fire drills” interrupt the
schedules for content marketing
campaigns.
9. You probably don’t have access to
100,000 to 1,000,000 email addresses
from your target market, and you
probably don’t know how to find
them.
10.
The modern techniques of online
content marketing are still not taught
in business schools or marketing
curricula. There are few individuals
available in the job market with the
required experience and know-how
to build and run a complete “system
of content marketing”. As a result,
you have little resource to attack the
previous nine items, and you’re faced
with on-the-job training someone to
build your system and methods for
you.
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Even if you can overcome these ten
content marketing killers, you’ll still
face significant effort and expense in
building a content marketing capability.
As you begin to implement systems and
processes, you find that you encounter
more and more challenges at the next
levels of detail.
With so much time, cost, risk, and lack
of know-how between you and the sales
pipeline objectives you hope to achieve
through content marketing, why would
you want to burden your organization
with suboptimal in-house systems
and headcount? The justification for
outsourcing content marketing is a very
easy one. Content marketing BPO delivers
the irresistible combination of better
results and lower costs.
The table below summarizes the features
and benefits of outsourced content
marketing.
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Features
Benefits
Comprehensive, outsourced content marketing
•
Significant cost savings (25% to 50% lower
cost than in-house content marketing; 50% to
80% less cost than in-house conventional lead
generation)
•
See immediate results. No ramp-up
•
Avoid hiring and training
•
Avoid software and hardware investment, configuration, administration
•
Fixed monthly retainer. No variable costs.
•
Flexibility. Scale up or down as needed.
•
No more slipped schedules
•
No more fire drills
•
No more mad scrambles for content
•
No IT or software investment required
•
Pre-configured, ready to go
•
Massively scalable, infinitely flexible
Content marketing agency creates all content
Content marketing agency uses its own software
platform
Automated lead capture and real-time distribution to •
designated salespeople
Save time and labor in uploading and downloading contact information
Sales enablement tools
•
CRM provides “single view of the truth” for
leads, prospects, contacts, and customers
•
SFA provides automation to manage sales workflow
Automated lead nurturing
•
Keep prospects alive and “warm” until they’re
ready to purchase
Management views, dashboards, reporting
•
Accurate forecasts
•
Insight to sales activities and drivers
•
Measureable marketing
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Conclusion
Content marketing has become an indispensable tactic in the arsenal
of today’s marketers. Online content marketing reaches more
potential buyers, more quickly, and at lower cost than conventional
direct mail or other traditional marketing techniques, and addresses
the change in the buyer-seller relationship that has created the need
for marketers to entice target buyers to “opt in” or “self identify”
themselves to the process of being sold products or services.
However, because online content marketing is in its infancy, many
challenges face the marketing and sales professionals who want
the benefits of this marketing method. Software and technology
platforms for managing campaigns, mass emailing in bulk, and
automating lead and contact data capture are expensive and
difficult to integrate with each other. Content marketing, by its very
definition, requires a steady input of content, yet most organizations
don’t have the capacity, talent, or focus to author enough content
to fuel the marketing engine on a consistent basis. Finally, content
marketing systems and methods are not yet taught in college
curricula, and employees with breadth and depth of experience in
online content marketing are scarce.
These challenges have led to the emergence of a new form of
business process outsourcing, called outsourced content marketing
or content marketing BPO. Benefits include significantly higher
volumes of incoming new prospects, much lower cost per lead, and
better conversion rates due to higher quality, self-identifying leads.
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About the Sponsor
WinGreen Marketing Systems is a content marketing agency specializing in inbound marketing, outbound marketing, and high-impact lead generation programs for technology companies in the United States and Canada. Headquartered in Downingtown, PA, the company was founded
in 2009, and is a business partner of Salesforce.com, Microsoft, Ringlead Inc., and Predictive Response.
WinGreen’s content marketing services include authoring and publishing of clientbranded content in all digital forms, including white papers, e-books, articles, blog
posts, social media posts, webcasts, videos, and podcasts. WinGreen delivers compelling content that attracts target buyers and influencers across the entire spectrum of
buyer personas and buying phases.
The company’s inbound marketing services utilize WinGreen-authored content in its
many forms to attract and engage target buyers and influencers to its clients’ websites.
WinGreen uses Hubspot’s world-leading inbound marketing automation to manage content, campaigns, and analytics. The combination of
content published by WinGreen and inbound marketing supported by Hubspot tools is unbeatable for building prospect pipeline and revenue
growth.
WinGreen also provides outbound content marketing services for predictable, reliable, cost-effective lead generation. In addition to authoring all required content, WinGreen also builds target email databases, delivers mass email marketing, plans and executes regularly scheduled
campaigns, and utilizes its own commercial-grade, cloud software infrastructure for all marketing automation. WinGreen’s outbound content
marketing is the perfect way to get immediate lead generation results while building long-term inbound marketing engagement.
Contact WinGreen at www.wingreenmarketing.com/contact-us or call (650) LEAD GEN (650-532-3436). Learn more at
www.wingreenmarketing.com.
© Copyright 2009-2013, WinGreen Marketing Systems, LLC. All Rights Reserved. This document and its contents may not be reproduced in whole or in part without the express written consent of WinGreen Marketing Systems.
WinGreen Marketing Systems, The WinGreen System of Marketing, and The WinGreen Systems Architecture are trademarks of WinGreen Marketing Systems, LLC. All other trademarks are the property of their respective owners.
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