Laymen’s Guide to Lead Generation through Content Marketing Chris Wilson

What is… Content Marketing? Content Marketing? –The promotion of useful, engaging, or entertaining information that is relevant and compelling to your customers –NOT marketing your brand and its products

What is… Lead Generation? Lead Generation? –The reason your boss is paying you! –Obtaining real, fresh, juicy CONTACTS for your sales team to convert into real, fresh, juicy SALES.

The 3 Steps to Content Marketing Step 1: Choose your CONTENT Step 1: Choose your CONTENT –What unique content can you offer your customers? Step 2: Choose your media FORMAT Step 2: Choose your media FORMAT –In what form will the information be presented? Step 3: Choose your VEHICLE Step 3: Choose your VEHICLE –How will you deploy it?

Step 1: CONTENT What unique content can you offer? What unique content can you offer? Your customers want Your customers want –INFORMATION to make their jobs easier –ENTERTAINMENT to escape from reality *Something they can pass along to co-workers*

[By the way…] …Your customers don’t care about your company, they care about their own needs.

CONTENT – Bad Example OVER 30 BRAND MENTIONS!!!

CONTENT – Good Example -Includes loads of helpful information in a non-intrusive format. -Updated regularly to boost traffic and referrals. -No prevalent brand names!

CONTENT – Good Example “Will it Blend?” Videos from Blendtec Entertaining demonstration of product OVER 100,000,000 VIEWS (May of 2010)

Step 2: FORMATS Slideshow Presentation (PowerPoint) Slideshow Presentation (PowerPoint) Text (short form or long form) Text (short form or long form) Podcasts (audio file) Podcasts (audio file) Videos (audio/visual) Videos (audio/visual) eBooks/White Papers (Text & Image) eBooks/White Papers (Text & Image) Common FORMATS for Content Marketing:

Step 3: VEHICLES VEHICLES to Deliver Content Marketing VEHICLES to Deliver Content Marketing –Webinar –Custom E-Newsletter –Non-Company Website –B2B Website –B2B e-Newsletter –B2B Print (*Mobile Tagging) –“How-To” Guides –Live Events –Social Media Updates

[By the way…] Social Media marketing is powerful if you know how to use it, but harmful if you don’t have the capacity to properly maintain it or don’t know how to properly execute it. Social Media marketing is powerful if you know how to use it, but harmful if you don’t have the capacity to properly maintain it or don’t know how to properly execute it.

START GETTING LEADS Webinars Webinars Custom eNewsletters Custom eNewsletters

WEBINARS – a closer look A Webinar or “web seminar” is a custom presentation broadcast to a large audience across the globe. A Webinar or “web seminar” is a custom presentation broadcast to a large audience across the globe. Non-commercial Non-commercial minute lectured followed by minute Q&A session minute lectured followed by minute Q&A session

WEBINARS – a closer look What information do I include in a Webinar? What information do I include in a Webinar? –Strategies to help your customers succeed –Problem Solving techniques –Relevant “How to” information –Answers to FAQs that customers often throw your way

WEBINARS – a closer look BNP Media Webinars BNP Media Webinars  2009 –Averaged 554 Registrants –Averaged 307 Attendees 2010 –Averaging 535 Registrants –Averaging 277 Attendees –10 Webinars in January By participating you will receive full contact information for ALL REGISTANTS of your Webinar.

[By the way…] Don’t be afraid to LOSE CONTROL of your content! If you have good ideas to share, they will spread naturally. Don’t be afraid to LOSE CONTROL of your content! If you have good ideas to share, they will spread naturally. –Don’t try to keep tabs on EVERYONE viewing your content.

CUSTOM E-NEWSLETTERS Product Showcase Credibility of the publication Sponsorship logo “How-to”.PDF Video Banner Ad

CUSTOM E-NEWSLETTERS We Build It We Build It –Send us your material and we’ll construct an original e- newsletter for your brand –Sent on behalf of our publication, as recommended by our editorial staff

CUSTOM E-NEWSLETTERS Start from scratch: BNP Media has an database of over 580,000 addresses -Start building your own database of our readers… EVERY CLICK EARNS YOU A LEAD

To conclude… Integrate your media Integrate your media –Balance of Branding and Content Marketing –Balance of Print, Electronic and Live Continue to educate your customers and watch your customer base grow exponentially Continue to educate your customers and watch your customer base grow exponentially THANK YOU Chris Wilson