This week @David__Fortino of @NetLine_Corp joined #ContentChat to debunk common lead generation misconceptions.
Q1: What is the role of content in lead generation?
@SFerika A1: Quite simply, it’s everything. Without content, you have no voice, no brand, no identity, and certainly no leads. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A1 Enticing content will draw attention, which can generate leads from those interested in that subject. #contentchat
— Jim Katzaman (@JKatzaman) May 8, 2017
@SFerika A1: Content = SEO = Conversion = Leads = Lead Nurture #Leadgen #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
@SFerika A1: Content = SEO = Conversion = Leads = Lead Nurture #Leadgen #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
A1 I would say it’s the key role, it’s what leads people to your page, site etc. #Contentchat pic.twitter.com/NCQrwpJKT0
— Tony Stephan (@OmnipoTony) May 8, 2017
@SFerika A1a) It has a major role, even if indirectly. #ContentChat
— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
@SFerika A1B: Without content you have no narrative, no emotional appeal, and nothing to say once the initial lead has been generated. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A1: Content is meant to assist and inform. It’s what can draw in curious visitors who will then sign up to become leads. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@SFerika A1b) Ask yourself, are you writing to sell your product, or yourself? You can’t drive traffic, and leads, without eyes. #ContentChat pic.twitter.com/epuagdzmcl
— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
#contentchat A1 It’s how we engage with prospects and customers. Our voice.
— Barbara Henslee (@BarHensleeHP) May 8, 2017
A1: You can create gated content that you promote to a targeted audience. If it’s relevant, they’ll convert on your offer. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@Renoe @SFerika My number one rule to all of our clients. STOP TALKING ABOUT YOURSELF!
— David Fortino (@David__Fortino) May 8, 2017
A1: Done well, content marketing can provide a more strategic way to drive leads and nurture existing customers #contentchat
— Scott Lum (@ScottLum) May 8, 2017
@SFerika A1 Content is a great way for leads to get an inside look at what your company/service/product is truly about. #ContentChat #LeadGen
— Farmore Marketing (@FarmoreInc) May 8, 2017
@MktgInnovator Agreed. A gate is never a challenge to overcome so long as the content offers an equitable exchange to the user. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A1: The role of content can vary, but should have a conversion goal; whether that’s leading to a sale, call, or gen awareness. #ContentChat
— 🎙JMatt (@JMattMke) May 8, 2017
@SFerika A1: It’s the glue that sets context & bridges the gap between what a customer needs and what a company sells #contentchat
— Rich Schwerin (@Greencognito) May 8, 2017
Content helps explain what you’re selling (or promoting). The internet is intangible, so it has to be explained. #contentchat
— Sarah Nelson (@Blogging_Geek) May 8, 2017
@BarHensleeHP Agreed. Without #content, you have no voice, no message, and no theme to deliver to the market. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A1: How important is the role of content in lead generation? It’s ALL of the roles! #contentchat pic.twitter.com/psFwDQt5Ox
— Shawn Paul Wood (@ShawnPaulWood) May 8, 2017
@NetLine_Corp @SFerika A1 Content is the conversation. How you write and how you distribute can dictate how it’s received by leads. #ContentChat
— Krystal Blais ➳ (@krystalblais) May 8, 2017
@David__Fortino Yes, and as long as your promotion strategy makes that clear: that it’s worth their trust and disclosure. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@SFerika A1 HUGE ROLE! Creating content that is so captivating that it inspires the target audience to respond accordingly. #Lead Gen #contentchat
— Debi Norton (@BRAVOMedia1) May 8, 2017
A1: Only 4% of prospects are active buyers but 46% are open to new ideas (Gartner). With content you increase your oppty 10X #contentchat
— Matt Heinz (@HeinzMarketing) May 8, 2017
Q1/A1: The role of #content in #leadgen = Everything! @David__Fortino @SFerika #ContentChat pic.twitter.com/j2v1KoWmXT
— NetLine Corporation (@NetLine_Corp) May 8, 2017
A1: It’s all about engagement and making an effort with the team, customers, and prospects. #ContentChat
— VanderwagenMarketing (@VanderwagenM) May 8, 2017
A1: Traditional marketing still is important but content marketing can be positioned better throughout entire customer journey #contentchat
— Scott Lum (@ScottLum) May 8, 2017
@David__Fortino @SFerika Truth – it’s all about selling yourself without talking about yourself. #WaitWhat #NoReally #CustomerSaidWhat #ContentChat
— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
A1 [chiming in late] Content is to lead generation as oxygen is to breathing #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
Q2: What is the biggest mistake content marketers make when it comes to planning #leadgen content?
@SFerika A2: Failure to recognize that the buying committee has changed. Ignoring this is akin to adding a nail in your career coffin. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@SFerika A2: “Eh, I don’t need to monitor pre-planned content. Nothing will change.” #contentchat pic.twitter.com/dOYAQzkpkI
— Shawn Paul Wood (@ShawnPaulWood) May 8, 2017
@SFerika A2B: Failure to fully understand the buying committee, organizational influencers, & the content needed to drive engagement… #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A2: Biggest mistake content marketers make when planning content is having no plan. #ContentChat
— Jeremy Jones 🌤️ (@jerejone) May 8, 2017
A2: Many times I see landing pages that just don’t tell me the content’s value to me as an individual or even to anyone. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@SFerika A2 They sometimes fail to genuinely think of, & write to, the reader/audience, or fail to have a specific goal #ContentChat #LeadGen
— Farmore Marketing (@FarmoreInc) May 8, 2017
A2: #leadgen mistake: Assuming that the buyer journey is the same from one year to the next. #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
@SFerika A2: Gating unworthy assets; must first ensure content meets all demgen gating criteria #ContentChat
— Rich Schwerin (@Greencognito) May 8, 2017
A2: Auto-posting is a huge mistake. Especially auto DMs #ContentChat
— VanderwagenMarketing (@VanderwagenM) May 8, 2017
@SFerika A2: Not doing it, haha. #contentchat
— Sarah Nelson (@Blogging_Geek) May 8, 2017
A2: Not having a way to track your efforts, what’s the conversion you’re going after – are you capturing their info? #ContentChat
— 🎙JMatt (@JMattMke) May 8, 2017
@SFerika A2: Focusing too much on the sell and not enough on the nurturing. #contentchat
— YourWebContentWriter (@WebContent4U) May 8, 2017
@SFerika A2) They try to drive leads for what they want and forget to drive leads for what their customers want. #ContentChat pic.twitter.com/52Sz9amNlq
— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
A2: biggest mistake is not listening to online conversation, you may have to adjust your content planning #ContentChat https://t.co/vYBut6zRxw
— Josephine Borrillo (@70mq) May 8, 2017
A2b: #leadgen mistake: Not having a plan. One click should lead to the next click. Yes, this is still happening. #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
@SFerika A2C: …with each persona individually. A single asset cannot speak to the nuanced needs of every influencer inside a company. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@Greencognito Agreed. When you provide your email address and get something low value in return, you get download remorse. #ContentChat
— Erika Heald (@SFerika) May 8, 2017
A2: Biggest challenge with lead gen content is talking about ourselves too early and too often. #contentchat
— Scott Lum (@ScottLum) May 8, 2017
A2: I often see content that is high-quality and worthwhile – just not to the right audience. Leads need to be qualified! #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@WebContent4U @SFerika Agreed. Don’t toss them immediately to Sales unless the prospect specifically asked for a demo/consultation. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A2 Marketers assume just stating facts will inspire awe. They fail when they don’t add juicy meat on the bones. #ContentChat
— Jim Katzaman (@JKatzaman) May 8, 2017
Agreed. And that your buyer’s journey = your customers’. #ContentChat https://t.co/k5zTPWinrX
— Erika Heald (@SFerika) May 8, 2017
A2 Deciding on topics and strategy by themselves, without talking to demand gen, sales, support or … CUSTOMERS #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
@SFerika A2) I’ve seen some drive them to an unfinished page for their CTA or clickable hyperlink. Spending $ yet can’t build off of it. #ContentChat pic.twitter.com/GB4tbKr15q
— Jason Schemmel (@JasonSchemmel) May 8, 2017
Q2/A2: Biggest mistake in #contentmarketing #LeadGeneration ? Recognizing buying committee realities. @David__Fortino @SFerika #ContentChat pic.twitter.com/36IcHvjZKK
— NetLine Corporation (@NetLine_Corp) May 8, 2017
@SFerika Good starting criteria from @siriusdecisions https://t.co/p4gHhB1Fnm #ContentChat
— Rich Schwerin (@Greencognito) May 8, 2017
@SFerika A2 @marketingprofs Said it best: The Real Work on Your Content Begins After It’s PublishedOptimizing Performance #contentchat
— Debi Norton (@BRAVOMedia1) May 8, 2017
Agreed. I just finished reading Challenger Customer RT @NetLine_Corp Biggest mistake is recognizing buying committee realities #contentchat
— Scott Lum (@ScottLum) May 8, 2017
A2: Not thinking like real people and only planning for the actions & reactions they want from their content. #ContentChat
— Jennifer Daugherty (@GlitterOtter) May 8, 2017
A2 #contentchat thinking #leadgen is about click & likes. click & likes not leadgen KPI’s
— Steve Jones (@kilfrew) May 8, 2017
Q3: How should content marketers plan for creating content that targets the entire buying committee?
@SFerika A3: IMO? Don’t. The content for the kids (users) should be different than the content for the parents (buyers). #ContentChat pic.twitter.com/ToJBpLCNkN
— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
@SFerika A3) Assuming they already have their content…plan on the places you’re promoting it to reach the entire buying committee. #ContentChat pic.twitter.com/66X0tO67QG
— Jason Schemmel (@JasonSchemmel) May 8, 2017
A3: Consult all levels of the buying process, including customers. Not just the ones you want but also your existing customers. #contentchat
— YourWebContentWriter (@WebContent4U) May 8, 2017
A3: Good book on this topic of engaging the buying committee is Challenger Customer. Good tips for using right kinds of content #contentchat
— Scott Lum (@ScottLum) May 8, 2017
A3 First step is to understand the buying committee: who they are and how they decide. Lots of people skip this step! #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
@SFerika A3 Do all the Research Possible then test, test to see if that content is resonating with the audience. EASIER said than done #contentchat
— Debi Norton (@BRAVOMedia1) May 8, 2017
A3: I don’t think it’s about reaching everyone, even your whole target audience. Segment campaigns to see more qualified leads. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
Be relatable to your audience, so far @Wendys is the only brand adopting this tactic. Idk why. Common sense. #ContentChat
— Lindsey Margolis (@LindseyMargolis) May 8, 2017
@SFerika A3 Is there even really an ‘entire buying committee’? If your content was written for everyone, goals would never be achieved. #ContentChat
— Farmore Marketing (@FarmoreInc) May 8, 2017
@BRAVOMedia1 Audience research is so helpful. You can also often turn part of it into content, depending on your audience. #ContentChat
— Erika Heald (@SFerika) May 8, 2017
@SFerika A3: Persona research. Talk with existing customers, understand their organizations inside/out. Understand why they chose you. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A3: I’ve seen this reply but agree completely. You have to invest time to understanding the purchasing agents. #contentchat pic.twitter.com/eHZMFguvzA
— Shawn Paul Wood (@ShawnPaulWood) May 8, 2017
@SFerika A3B: Attend as many Sales calls/demos as possible. Understand the distinct challenges customers are facing (by role/level). #contentchat
— David Fortino (@David__Fortino) May 8, 2017
Massive +1 to this! All too often peeps forget to clearly define target audiences & where they spend their time #ContentChat https://t.co/YEK99DSNGf
— Leta Soza (@LetaSoza) May 8, 2017
A3 get to know the audience, how they engage with the content, how long and which ones they tend to gravitate to. #ContentChat pic.twitter.com/C28vW5sQwU
— Tony Stephan (@OmnipoTony) May 8, 2017
A3: Create more than one variation of your campaigns to individualize your promotion strategy. People want personalization. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
A3: Unfortunately, content that hits everyone is rare; instead, provide a variation in content if your audience is vast. #ContentChat
— 🎙JMatt (@JMattMke) May 8, 2017
@SFerika A3C: Failure to speak w/your prospects/customers prior to developing your plan will translate into failure in execution. #contentchat pic.twitter.com/JQxhVU1qxc
— David Fortino (@David__Fortino) May 8, 2017
A3 It’s important that sales and marketing work together more than ever to strategically map content for they buying journey #contentchat
— Scott Lum (@ScottLum) May 8, 2017
@SFerika A3D: Don’t make assumptions about your prospects/customers. You know what happens when you assume don’t you? 😉 #contentchat pic.twitter.com/RliFu7AxLL
— David Fortino (@David__Fortino) May 8, 2017
A3: Targeting the whole committee will be hard. Start w/ 2 approaches,ie: the $$ side & the tech side. Know those buyers well. #ContentChat
— Jennifer Daugherty (@GlitterOtter) May 8, 2017
@SFerika A3: Lots of primary research – Buyer personas (keep awakes, care abouts, triggers) and journeys (content gaps per stage) #ContentChat
— Rich Schwerin (@Greencognito) May 8, 2017
A3: There are certain members with in the buying committee that champion the sale & critical we create right content for them #contentchat
— Scott Lum (@ScottLum) May 8, 2017
Q3/A3: Content that targets the entire buying committee > Persona research. @David__Fortino @SFerika #ContentChat pic.twitter.com/4De1b3YbUh
— NetLine Corporation (@NetLine_Corp) May 8, 2017
A3: Make it individualized for each platform. Each platform comes with different audiences #ContentChat
— VanderwagenMarketing (@VanderwagenM) May 8, 2017
Q4: What are some ways to convince your leadership team to broaden their persona focus beyond the C-Suite?
A4 Profile how key customers made the decision to buy your product. Show execs it wasn’t a single C-level person’s call #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
@SFerika A4: Flip the script to point out reality. Ask how many decisions made at the company have been personally vetted by the CEO. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@SFerika a4 lol Just addressed that. It’s hard to convince C-Suite of this – they KNOW it all or do they? #contentchat
— Debi Norton (@BRAVOMedia1) May 8, 2017
@SFerika A4: It’s an ego thing versus a money thing. If you want peers to see you, keep it up. If you want to get paid, reach everyone. #ContentChat pic.twitter.com/hBZEfoMwee
— Shawn Paul Wood (@ShawnPaulWood) May 8, 2017
A4: Show them any data you collected. Numbers and stats are more convincing than qualitative info and your own opinions. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@SFerika A4 First show them that their efforts so far are working – or not working – depending on the goals you’re going for. #ContentChat
— Krystal Blais ➳ (@krystalblais) May 8, 2017
A4 C-Suite leaders aren’t usually seen by outsiders as real people. Broadening personas more related to common folk is better. #ContentChat
— Jim Katzaman (@JKatzaman) May 8, 2017
@SFerika A4: “How many times have you purchased something for your kids you didn’t understand?” #ContentChat pic.twitter.com/GoCjIG2VP0
— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
@SFerika A4B: Common sense has arrived. Build case w/ facts supporting your argument. See @NetLine_Corp @GartnerDigital @CEB_Challenger #contentchat
— David Fortino (@David__Fortino) May 8, 2017
#contentchat A4 do some experimenting and bring the leadership team the results to open their eyes and minds to broaden their focus. 🙂 pic.twitter.com/dNbeYaX8Cr
— Barbara Henslee (@BarHensleeHP) May 8, 2017
A4: I find that when I have promising stats to show, I can get the executives on board. #ContentChat
— 🎙JMatt (@JMattMke) May 8, 2017
@SFerika A4C: Consider this, @NetLine_Corp processed 8.5 million content-based leads in 2016 for our clients. 5% were from the C-Suite. #contentchat pic.twitter.com/My0CxgElnz
— David Fortino (@David__Fortino) May 8, 2017
@SFerika A4: Better win-loss forensics & recommendations #ContentChat
— Rich Schwerin (@Greencognito) May 8, 2017
A4: Turn it around on them- does your c-suite make & bring in every buying decision? Odds are no & other orgs are the same. #ContentChat
— Jennifer Daugherty (@GlitterOtter) May 8, 2017
A4b: Work with sales to build out a map of all those folks who make an impact on decisions. SHOW don’t TELL. #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
A4b Related thought: if leadership questions your persona targeting, there may be larger issues in play 🙂 #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
A4: Show them what they’re missing by not jumping on the wagon. Make them want it. #contentchat
— YourWebContentWriter (@WebContent4U) May 8, 2017
A4 use #data to identify new targets & educate C-Suite on your hypothesis, execute, report on results. Scientific Method 4 #PR! #ContentChat
— Leta Soza (@LetaSoza) May 8, 2017
A4 #contentchat send them on sales course, eg Holden – find your #fox pic.twitter.com/DW22inroKc
— Steve Jones (@kilfrew) May 8, 2017
Q4/A4: How to get senior leadership buy in to target outside the C-Suite. “Flip the script.” @David__Fortino @SFerika #contentchat #Leadgen pic.twitter.com/odGOhzEVuO
— NetLine Corporation (@NetLine_Corp) May 8, 2017
@SFerika A4) Show the numbers! Leadership loves numbers & there’s PLENTY of metrics & data out there to compile & use for your benefit. #ContentChat pic.twitter.com/B9zaImBMR5
— Jason Schemmel (@JasonSchemmel) May 8, 2017
A4: I probably do the most discovery for company related tools and I just tell my boss what I want. #contentchat
— Sarah Nelson (@Blogging_Geek) May 8, 2017
a4) we’re looking at mqa’s(mktg qualified accounts) and evaluating roles, function etc. and how theyre influencing the journey #contentchat
— Curata (@curata) May 8, 2017
A4: Interact with clients and the teams #ContentChat
— VanderwagenMarketing (@VanderwagenM) May 8, 2017
A4 get evidence in front of them re: how non-C-suite segments perceive the message. Brief video, kid’s drawing, #bradswife #contentchat
— Paula Kiger (@biggreenpen) May 8, 2017
Q5: What kind of content should we create to engage the person researching while proving our value to the C-Suite?
A5 How about an ROI tool. Researchers then show that to their boss(es) to justify the purchase #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
@SFerika A5. This is easy if and only if you truly understand the challenges your buyers are facing at each stage of the journey. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@SFerika A5B: Let’s circle back to the Q3 answers. Your buyers will guide you if you intently listen and empathize with their needs. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@SFerika A5C: Who better to articulate what it will take to influence and obtain the mindshare of the C-Suite than their direct reports? #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@SFerika A5D: At the core, create content that addresses your buyer’s needs in the frequency and format they desire. #contentchat pic.twitter.com/2Il9sttbP6
— David Fortino (@David__Fortino) May 8, 2017
A5 content that shows how your product/service is solving others’ challenges #contentchat
— Leta Soza (@LetaSoza) May 8, 2017
A5: No matter the medium, your content should inform the researcher in a way that’s quick and easy to digest and share. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@SFerika A5: Kids–What problem does this solve? Adults–How much money does this save/make me? #ContentChat pic.twitter.com/VBfR65BVuI
— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
Q5/A5: Content to engage the researcher & C-suite > Understand the buyer & you will have your answer. @David__Fortino @SFerika #contentchat. pic.twitter.com/lZBNwosGC9
— NetLine Corporation (@NetLine_Corp) May 8, 2017
A5: the person we engage w/ content will know what the C-suite needs to hear for a ‘yes’. Deliver the same content, same goal. #ContentChat
— Jennifer Daugherty (@GlitterOtter) May 8, 2017
A5: Multi-tier approach: Questions answered/ how-to=researchers, business challenge=do-ers, thought leadership=execs #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
Q6: What are some tools+resources for understanding what content is needed throughout the buyer’s journey?
A6: I think we often overlook our CURRENT buyers as a resource – what content do they want? ASK! #ContentChat
— 🎙JMatt (@JMattMke) May 8, 2017
A6 My favorite tool is called “talking to customers” 🙂 #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
A6: I often refer to HubSpot’s blog for advice and resources for perfecting content for the buyer’s journey. Wonderful tips! #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
A6) I’ve found Facebook groups, forums, and even Yahoo questions asking help to be useful resources. #contentchat
— Kyle Murray (@TheKyleMurray) May 8, 2017
A6: If possible go to the source. Ask your customers and/or prospects. It is their journey after all. #contentchat
— YourWebContentWriter (@WebContent4U) May 8, 2017
#contentchat A6 – conversations, and lots of them.
— Barbara Henslee (@BarHensleeHP) May 8, 2017
@SFerika A6: There are 1k+1 tools that have been documented. That said, they’re toys if you don’t have talented people using them. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@dshiao I would also add *listening to online conversations* what are they saying about you / product #ContentChat
— Josephine Borrillo (@70mq) May 8, 2017
A6: It helps if you interview your customers and reach out for input from your audience. People like having a voice. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@SFerika A6B: Knowing when, why, & how to use these tools is > simply saying you have them in your stack. Talent knows when, where, why. #contentchat pic.twitter.com/SHq2MD8Wr4
— David Fortino (@David__Fortino) May 8, 2017
a6) a content audit should come first ( @screamingfrog helpful there). @PointillistView is an interesting new find
#contentchat— Curata (@curata) May 8, 2017
@SFerika A6 Remember that you are a buyer, too. What would you want to see? #ContentChat pic.twitter.com/9eHd1Y9e6F
— Krystal Blais ➳ (@krystalblais) May 8, 2017
@SFerika A6b I also think playing ‘journalist’ helps. Ask/interview people & get feedback. #ContentChat
— Krystal Blais ➳ (@krystalblais) May 8, 2017
@SFerika A6: We do a funnel evaluation in GA to help understand the click paths. What are ppl consuming b4 they convert? B4 they buy? #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
Q6/A6: Tools to develop content for each stage of the buyer’s journey? It’s not just about tools. It’s about people. #ContentChat pic.twitter.com/ay7W21dbGF
— NetLine Corporation (@NetLine_Corp) May 8, 2017
A6: Get customer feedback. Ask what they want. #ContentChat
— VanderwagenMarketing (@VanderwagenM) May 8, 2017
Q7: What are some examples of companies that effectively target content to the varied buying decision-makers?
A7: I think it would be odd if @HubSpot wasn’t on this list because of how invaluable their advice is on this subject. #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@SFerika A7: Off the top of my head: @marketingcloud @dailymuse @Microsoft @NetSuite @AdobeMktgCloud @StaplesBusAdv @IBMforMarketing #contentchat pic.twitter.com/8k22fwN6dx
— David Fortino (@David__Fortino) May 8, 2017
@SFerika a7 In this industry – some do it so incredibly well. @BruceClayInc @CMIContent #contentchat
— Debi Norton (@BRAVOMedia1) May 8, 2017
@Experian‘s owned media strategy is off the charts #ContentChat https://t.co/PZbJEb0Cyw
— Leta Soza (@LetaSoza) May 8, 2017
@MktgInnovator @HubSpot I don’t disagree. That said, I wanted to reach beyond the normal list starting w/ HubSpot. Our industry is an Echo-chamber. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A7: @CoSchedule is on my list. They routinely produce valuable content that resonate with multiple buying decision makers. #contentchat
— YourWebContentWriter (@WebContent4U) May 8, 2017
Q7/A7: Ex of companies effectively targeting content: @marketingcloud @Microsoft @NetSuite @AdobeMktgCloud @StaplesBusAdv … #ContentChat pic.twitter.com/JLxN5w8cKk
— NetLine Corporation (@NetLine_Corp) May 8, 2017
Q8: Your content campaign launches what’s next? How do you nurture these content-based leads in comparison to event, webinar, or site leads?
@SFerika A8: Before I answer, let’s start w/another question. What’s the avg. time between content being requested & when it’s opened? #contentchat
— David Fortino (@David__Fortino) May 8, 2017
A8 first step, can you identify where they are in their customer journey w/ ur brand? First touch or further down the funnel #contentchat
— Leta Soza (@LetaSoza) May 8, 2017
A8 Spend the next month promoting your content. Good to consider having distribution >= creation. #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
@SFerika A8B: 28 hours. #TheContentGap: the avg time between the moment your content is requested & when your content is opened. #contentchat
— David Fortino (@David__Fortino) May 8, 2017
@SFerika A8: CRM and a willingness to trust and follow up with the sales team to ensure:
1) Leads are nurtured
2) Leads are qualified#ContentChat— Jeff Reno(e) 🎙 (@Renoe) May 8, 2017
@SFerika A8C: Chances are you are following up on content requests the same way you would for an online demo request, immediately. DONT! #contentchat pic.twitter.com/CX3pxna5Y2
— David Fortino (@David__Fortino) May 8, 2017
A8: F/U=based on user intent-If user indicates buying behave (multi-DL/case study/brochure) follow up with a “can we help you?” #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
@SFerika a8 Qualify the leads – nurture the target audience & make sure you/client follows up! #contentchat
— Debi Norton (@BRAVOMedia1) May 8, 2017
A8 Ideally you will have Mktg Automation for lead nurturing so you’re not sending every raw engagement over to sales #contentchat
— Scott Lum (@ScottLum) May 8, 2017
A8b: Make sure that scoring in place reflects buying indicative content vs. research-driven research. #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
@SFerika A8D: #MindTheGap Don’t treat prospects belligerently. Fully understand how they consume your content. https://t.co/rlT4q27NWW #contentchat pic.twitter.com/TnzotlY9fA
— David Fortino (@David__Fortino) May 8, 2017
A8: Promotion is key. If done correctly, you’ll see more qualified leads for sales. Otherwise, more missed opportunities… #ContentChat
— Annaliese Henwood🌟 (@MktgInnovator) May 8, 2017
@LetaSoza Yep. Put some paid promotion behind the content getting strong organic response. Boost the winners #contentchat
— Dennis Shiao ✍️ (@dshiao) May 8, 2017
A8: Make sure there are processes and people in place to handle the flood of leads generated by your rock star content. #contentchat
— YourWebContentWriter (@WebContent4U) May 8, 2017
A8 #contentchat Wow – big question! lead nurturing is whole other chat. You need SLA between marketing & Sales that both sign up to pic.twitter.com/Uip4vKIAhW
— Steve Jones (@kilfrew) May 8, 2017
A8c: Ensure that nurture programs are in place to drive them down the buying path, add value, answer questions. #ContentChat
— Maureen Jann (@MaureenOnPoint) May 8, 2017
A8: Make a concerted effort to promote your content. It isn’t a fly-by-night process #ContentChat
— VanderwagenMarketing (@VanderwagenM) May 8, 2017
@David__Fortino This is why you should NOT cold call a prospect 30 min after her white paper download. 😉 #ContentChat
— Erika Heald (@SFerika) May 8, 2017
Q8/A8: What’s next after your content campaign launches? Don’t rush to contact these leads w/in hours @David__Fortino @SFerika #contentchat pic.twitter.com/JjtUZjp0RA
— NetLine Corporation (@NetLine_Corp) May 8, 2017
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