Developing Content To Match Buyer Needs

About DemandGen Report

- Launched in 2007 to track best practices in lead generation - Newsletter has grown to more than 25,000 readers

- We also offer a menu of research and best practices reports

- New audio/video podcasts at DemandGenReport.com

@DG_Report linkd.in/DG_Specialists

Todays Speakers
Speaker: Jeff Walcoff Content Development Director, Demand Creation Specialists Moderator: Andrew Gaffney Editor DemandGen Report

http://www.demandcreationspecialists.com/blog

About Demand Creation Specialists

Connect With DCS: @DC_Specialists linkd.in/DCS-Group on.fb.me/DCS-FB

Impact Of Inbound
Companies that blog get 55% more web traffic
Source: Hubspot

57% of businesses have acquired a customer through their company blog

Source: Hubspot

Source: http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-StatisticsEvery-Marketer-Should-Know.aspx#ixzz1WiG1gvTm

Impact Of Inbound

Driving Dialog

Who are we targeting?

A shortcut to traditional segmentation

Who they are:

Identify a target segment

Focus on responsibilities What problems do they have? What goals, objectives do they share?

Where they work:

New prospects or current customers?

Classify the ideal segment

The Sweet Spot

Why they are a good target:

Add psychographics

What are they thinking? Do they need to be educated?

Buyer Profiles Start by determining your core target audiences.

Avoid being too broad. For example,

what is keeping them up at night.

dont just build profiles around broad titles such as CIOs.

Determine what their pain points are and needs for different buyer segments. and
Identify attributes and preferences for these various profiles and segments. Drill down into common characteristics

Buyer Driven By Role

Not All Content Appeals to Everyone -- Even in the Same Company!

- Manager = day-to-day challenges immediate benefits, ease of implementation. - C-Level = strategic

Industry Issues
One of the best ways to attack verticals. Its NEW and RELEVANT, and not generic.

- Get inside the industry: - Listen to your customers pain-points. - Read industry content, blogs, publications, etc. and identify current issues and trends. - Envision how your solution fits into the future of the space.

Formats

E-books
Side by side samples found E-books outperformed white papers in campaigns by more than 30%. Interactive More Visually appealing, Less text-heavy

E-books

Press Play
Video content strong in driving web traffic, longer visits Can be short and to the point Should be integrated and used to promote other content formats Doesnt have to cost a lot webcams work

New Twists: Video White Papers

- Using the Brainshark platform, weve created quick, interactive presentations which provide an overview of the topic and key points. - Appeals to executive who is too busy to read white paper or sit through webinar.

Video Case Studies

Can you measure the impact of buyer driven content?

How are you currently measuring the effectiveness of your content campaigns?
75.5%
Number of leads generated

73.5%
Number of qualified opportunities it drives

49%
Traffic driven to web site

32.7%
Feedback from sales team

16.3%
Activity generated via social media

8.2%
Other

New Math
- There are steps you can take to quantify results of your content initiatives: - Immediate lead tracking via landing pages - Cost-per-lead vs. costper-sale metrics But also be sure to not underestimate the qualitative effects of content: Long-term presence in an industry. Becoming a trusted brand.
Program 1 Impressions 160,000 Cost $ 9,000.00 CPM $ 56.25 Leads 200 Lead Rate 0.1% Cost/Lead $ 45.00 Opportunities 3 Opportunity Rate 2% Cost/Opportunity $ 3,000.00 Deals 1 Deal Rate 33% Cost/Deal $ 9,000.00 Program 2 46,000 $ 6,000.00 $ 130.43 400 0.9% $ 15.00 6 2% $ 1,000.00 2 33% $ 3,000.00 Program 3 25,000 $ 11,000.00 $ 440.00 150 0.6% $ 73.33 7 5% $ 1,571.43 4 57% $ 2,750.00

Contact

Jeff Walcoff
Jeff Walcoff Content Development Director, Demand Creation Specialists Jeff@DemandCreationSpecialists.com

http://www.demandcreationspecialists.com/blog