How to Get Started with Content Marketing

B2B Lead Generation Workshop
August 2, 2017
Dennis Schiraldi

What is Content Marketing
ONE CONTENT
• One Platform
• Consistent Delivery
OVER TIME (12+ MONTHS)
© Copyright DOYO Live All Rights Reserved

Where are the leads?

Who has that
kind of time?

Where to start?
• You want to do content marketing but don’t know where to begin?
• You need to start generating leads right away.
• You don’t have 12 to 18 months to wait it out.
• Don’t have an audience?
• What defines content marketing?
• Who makes the rules?
• B2B & B2C

Content Marketing
What types of content do you get with a webinar?

• 2 to 3 blogs (Minimum)
• Incorporate promotion of the event
• CTA – Register for the blog
• Guest presenters
• Marketing
• Vendor partners

Ways to Re-Purpose the Presentation
Record the event make content ready on-demand
SlideShare
Try to record the speaking of the webinar for your podcast
Transcribe the webinar – Turn into a digital guide or eBook
Re-purpose on your blog, social media and email
Training – Often Most Overlooked
Digital Guide or eBook

What’s the Plan?

Align Resources - Logistics
• Internal & external speakers align with date/times
• No other big events planned on your date, timing prior to a trade
event, etc.
• If physical space is needed be sure to reserve in advance.

Speakers
• Internal vs. External
• Company Leadership
• Thought Leaders
• Consultants
• Prospects
• Customers

Technology Platforms

Pre-Registration
• Capture key demographics
• Qualifying lead generation questions
• Registration confirmation

Pre-Registration Questions
• Does your organization have a budget to implement the following
solution in the next 12 – 24 months?
• What best describes your role with your organization?
• Have you considered making a purchase of the following in the next
12 – 24 months?
• What best describes your organization?
B.A.N.T. or Marketing Automation Software Scoring

Promotional Strategy

Webinar
Email
Social Media
Blog
Sales
Customer
Service
PPC
Medium/Pulse
Flipboard
Hub & Spoke Model

Promotional Strategy
• Map out your promo strategy
• Cross promote between various channels
• Social community
• Blog strategy can drive registrations
• Email is #1 for generating registrations
• Coordinate your entire organization to promote i.e. sales, customer
service, etc.
• Twitter – send @messages to targeted audience, # for visibility and
questions in general
• Reminder emails – 1 week and 1 day
• Leverage Existing Lists

Editorial Calendar
Medium Date Time Topic/Copy Link
Email Promo
#1 5/8/201410AM-EDT Promo invite
Registration
Link
Twitter 5/8/2014Noon-EDT
Integrated RIS/PACS workflow, learn
how to resolve your bottle necks!
#radiology
http://ow.ly/u
Du6D
Facebook 5/8/20142PM-EDT
We'd like to invite @Imagingbiz to
attend our webinar. Q/ris 3000 - it's a
game changer for #radiology
workflow.
http://ow.ly/u
Du6D
Email Promo
#2
5/1520144PM-EDT Promo invite
http://ow.ly/u
Du6D
Blog 5/16/20146PM-EDT
Want to learn how the Q/ris 3000 can
help to fully integrate your workflow
in #radiology from scheduling to
billing?
http://ow.ly/u
Du6D© Copyright DOYO Live All Rights Reserved

Data Mining
Joe Pulizzi, Content Inc.
Why content marketing matters. More
interesting compelling your content the larger
you email list and overall subscribers. Which
gives you an opportunity to monetize with
lead generation, nurturing events like
webinars!

“I get by with a little help
from my friends…” – John
Lennon

Ideas to Leverage Partners
• Marketing services leverage clients or
vendor partners.
• Manufacturer – Could leverage technology
providers in CRM, etc.
• IT – Software & hardware vendors
• Trade Publications - $$$
• Consultants
• DOYO Live (Shameless plug) – Critical
mass

“WE TALKING ABOUT
PRACTICE”
ALLEN IVERSON, FORMER NBA ALL-STAR FOR
THE PHILADELPHIA 76ERS

Preparation
• Dry Run – Practice about 1 week prior
• Sync Up – Day before
• Logistics – Land line + sound check
• Comfort level with webinar technology – passing presentation
rights for transitions
• Review deck for perfection and make sure web platform doesn’t
re-adjust
• Back up in case of power outage

EVENT

You’re big party!

TAKE A POST IT NOTE AND WRITE IT BIG BOLD LETTERS
WITH A BLACK SHARPIE & POST WHERE YOU CAN SEE IT!
RECORD© Copyright DOYO Live All Rights Reserved

BUILDING ENGAGEMENT ON WEBINARS
• Web camera
• Raise your hand feature
• Chat
• Twitter chat
• Polling questions
• Live Q&A

Bullet points

Presentation - Power Point General Rules
• Consistency with font & font size
• Spell check
• Content check
• Every other slide bullets & pics
• No Automation
• Don’t write everything you intend to say because the word
should be a reference point to your talk not something that we
would want to read on our own!

Pace of
Presentation

Polling Questions
• Does your organization have a tool? Y/N/Under consideration
• Are you attending the upcoming trade event?
• Have you considered implementing a new system in the next 12
– 24 months?
• Would you be interested in a follow up meeting? Y/N
• Are you still awake? Y/N/Not a chance
• Do you multi-task during webinar presentation? Y/N
• Would you like to schedule a follow up demo? Y/N

Live Q&A
Be sure to follow us on Instagram @DOYOLive

Post Webinar Survey
Comments/Rate Us
Did you find this information useful?
• Yes – No – Somewhat
You thought our webinar was…
• Very informative – educational – rocked – needs some improvement –
boring
Which best describes follow up?
• Speak with an account executive – Schedule a demo – Keep me
informed of future events – Send me periodic product updates

Re-Purpose the Webinar
• Recording – on demand downloadable version
• Break up video into smaller 3 – 5 minute videos post on YouTube
• Transcribe
• SlideShare
• Social media
• Product brochure
• One pager
• Digital Guide or eBook
• Stay on top individuals responsible for follow up

Scrub the Leads

Criteria – Lead Scoring
• B.A.N.T.
• Product fit
• Budgeted
• Timeframe – 0 – 6, 6-12, Beyond
• Decision maker/influencer
• Follow up with sales

Harvard Business Review
Responding to Leads Within an Hour Generates 7x
the Conversations!

How to Get Support from Sales
• Crucial to get buy-in at the start
• Ask for their input on subject matter
• Get their help on promotion
• Invite prospects and clients
• Reminder emails about the total number of registrations vs. goals
• Weekly internal calls
• Site on-site with customer/prospect
• Walk in their shoes
• Sit on funnel scrubs
• Be accountable for doing 1-deal per year.
• Buy them drinks

How to Get Started with Content Marketing

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How to Get Started with Content Marketing