Jennifer Lim, Demand Generation and Content Marketing Manager at Make It Cheaper, shares her strategies for developing a highly structured approach and transforming content marketing into a finely tuned counterpart to social.

1. Jennifer Lim
Demand Generation and Content Marketing

2. “A journey of a thousand
miles begins with a single
step”
Lao Zi

3. Are all content marketing programs
the same?
3 things your program should do:
1.Educate
2.Inform
3.Inspire
3 things to set up a good program:
1.Understand (and find) your audience – Data
2.What keeps them up at night – Needs
3.Help them solve their problem – Topic/Theme

4. Develop:
How to use content to
drive conversion

5. Product A
No Knowledge
Awareness
Interest
Consideration
Desire
Action
In-Life Customer comms &
Retention
Aid brand awareness and recall - ATL
radio, print ads, videos, search
How is this brand relevant to my life?
Blogs, social media art, tweets,
referral, endorsement
How is this brand helping me solve my
problems – the things that’s keeping me up at
night. Whitepapers, How to guides, Trend
reports etc.
How do I benefit? Evaluate vendor. Tools/calc,
testimonials,, reference checks, case studies,
videos, review sites
Checklist, Pricing bundles, feature guides
Call back, Incentive
Product B
MQL
SQL
Lost Leads
Closed/Won
Sales funnel
Engage
Convert
Attract
Earned media Beg, borrow, buy
Well-defined content
strategy to support
program eco-system
Product C

6. Automate:
Setting up a publishing model for
content development

7. TOFL MOFL BOFL
Awareness Engagement Conversion
Benefits of using brand
Customer testimonials
Review sites
Case studies
Video testimonials
Trials
Tools and calculators
*Split out into Product A, Product
B and Product C assets – Cases,
updates, CTAs
Other types of topics you can cover
here in greater detail. Make sure it
supports your gating strategy.
- Whitepaper 1b
- Whitepaper 2b
- Whitepaper 3b
Theme 1 Here is a list of topics that you might want to
cover to help solve the issues that’s keeping
your customers up at night
- Topic 1a
- Topic 2a
- Topic 3a
Theme 2 Here is a list of topics that you might want to
cover to help solve the issues that’s keeping
your customers up at night
- Topic 1a
- Topic 2a
- Topic 3a
Other types of topics you can cover
here in greater detail. Make sure it
supports your gating strategy.
- Whitepaper 1b
- Whitepaper 2b
- Whitepaper 3b
Education objective
How can we solve what’s keeping our
customers awake at night
Other types of topics you can cover
here in greater detail. Make sure it
supports your gating strategy.
- Whitepaper 1b
- Whitepaper 2b
- Whitepaper 3b
Here is a list of topics that you might want to
cover to help solve the issues that’s keeping
your customers up at night
- Topic 1a
- Topic 2a
- Topic 3a
Regulatory updates
Legal Updates - Insurance
Theme 3
Focussed, persona-interest driven
communications
Capture profiling data as against the asset eg. Capture
business size because we are running
Ensure topics can be sliced and
diced and used from social media
perspective
*Plan to own the conversation
Address Trust, Simplicty, Ease
through visual design, association
and reinforcement.

8. Stage Waterfall Asset Conversion
event
Metric Team Activity
Attract Anonymous
Visitor
Display ads,
Adwords
Clicked on ad Impressions,
CTR
Search, SEO SEO, PR, blog
FB, Twitter post Like page Organic growth Social media Social media
Known Visitor Web form LP Complete form # of new leads Marketing Acquisition
Campaign
Engage Known Visitor Email
Web page
Social media
Webform –
progressive
profiliing
Opens email
Visits/revisits
LP
Download asset
CTR
Time spent on
page
# of revisits
Marketing Engagement /
qualification
campaign
Conversion Known Visitor Lead profilling
Call back forms
Dial in
Lead score
Completes form
Requests
callback
# visits to HV
LPs
Marketing Incentive
campaign
Lead MQL Correct Lead
score
%Lead-Opp Marketing
Opp SAL Correct sales
requirements
%Opp-Live Sales
Sale Customer %Closed-Won Sales Incentive
campaign
Recycled
Leads
Lost Leads Email
Web page
Social media
Opens email
Visits/revisits
LP
Download asset
%Lead-Opp Marketing Re-engagement
campaign
Retention /
Renewal
Customer Email
Web page
Social media
Opens email
Visits/revisits
LP
%Renews
% Renewed Martketing Newsletter
campaign

9. Deploy:
Top tips to aid successful execution
1.Understand your customer
2.Address barriers
3.Map content objectives to buyer’s journey
4.Involve Sales (and others)
5.Solve their problems (not yours, or your boss)
6.Don’t, don’t, don’t try to convert them in the first email (or
second, or third)
7.Slice and dice – different formats
8.Track, track, track

11. LINKEDIN: HTTPS://WWW.LINKEDIN.COM/IN/JENNIFER-LIM
EMAIL: JENNIFER.LIM@MAKEITCHEAPER.COM