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How to Create Content B-to-B Prospects Adore

How to Create Content B-to-B Prospects Adore

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Published by Peter Risman
So many marketing offers rely on content now that marketers often feel more like editors-in-chief than promoters. Even if you‟re in the minority not using content as a lead-generation incentive, you still have to produce content for marketplace education, lead nurturing, sales marcom and PR. Who could have guessed an English or Journalism major in college would be so useful to a B-to-B marketing career in the 21st century?
So many marketing offers rely on content now that marketers often feel more like editors-in-chief than promoters. Even if you‟re in the minority not using content as a lead-generation incentive, you still have to produce content for marketplace education, lead nurturing, sales marcom and PR. Who could have guessed an English or Journalism major in college would be so useful to a B-to-B marketing career in the 21st century?

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Published by: Peter Risman on Jul 11, 2011
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This type of content works best if your industry is fairly well-known so prospects
are aware they need to be experts in it, but because of recent major changes
(either in their jobs or technology, or the law, etc.) they are not experts at this
moment.

This content can also be fantastic for search engine optimization (SEO) because,
nearly inevitably, the expressions you use to teach a class or create a glossary are
keyword-rich. Also, search engines like PDFs and PowerPoints nearly as much
as they like flat HTML pages, so course materials will get picked up.

However, this means that your site (or microsite) is search engine optimized, that
relevant external sites link to your educational materials and, most critically,
those materials are open access without any registration or password barriers. See
below for more on SEO.

Example: Trade Ideas‟ marketer David Aferiat said, “We are relentless,
optimizing every page of the site for SEO.” One of his tactics was to create an
extensive glossary featuring a fairly long page of technical information for each
term. After noticing that his best-converting traffic came from investment
industry bloggers, he began to send them personal notes letting them know it was
cool to hotlink to his site‟s glossary as a free educational resource. This way, he
would hopefully get more traffic and boost the site‟s search rankings with more
inbound links. 13% of Trade Ideas‟ total search engine traffic arrives at the
glossary pages now.

B-to-B Lead Generation Handbook Chapter 4: How to Create Content B-to-B Prospects Adore

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4.6 Image: Technical Term Glossary Posted Online for SEO - Trade Ideas

You can use a variety of media to deliver classes, including email autoresponders
(“Sign up to receive a 10-day e-course!”), webinars, online video and other
documents posted online. You can even offer the classes in-house as seminars at
key prospect locations – this works especially well if you are trying to penetrate a
very large prospect organization or extend your account penetration at a current
account.

The teacher should be someone who is very good at clearly explaining things
without using buzzwords. The materials must be sales and marketing-material
free. You can include your logo, phone numbers, URL and a small but clear call
to action at the end, especially for the next course in the series. But you can‟t be
promotional in the class itself. Otherwise, you break trust, so prospects are less
likely to convert and are highly unlikely to take another class from you or to tell
others in their organization to do so.

B-to-B Lead Generation Handbook Chapter 4: How to Create Content B-to-B Prospects Adore

324
© Copyright 2000–2008 MarketingSherpa Inc. It is forbidden to copy this report in any manner.
For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com

Often, to educate prospects as much as you need to land the account, it‟s best if
they take a series of classes from you. You can‟t cram all the required education

into a 50-60 minute attention span (which is about as long as anyone will give
you per course session in any media.) So, your classes have to be good enough
for students to want to return again and again.

Example: Despite aggressive demand generation activities ranging from trade
show speeches to free trial download offers, LendingApps couldn‟t get execs in
the commercial mortgage industry to convert because they were pretty satisfied
with using Excel spreadsheets and didn‟t see the need for more sophisticated
software.

Marketer Chris Santo realized his prospects were deaf to software pitches, so
instead, he sent his house email list a note from the „LendingApps Training Staff‟
asking what dates they would like to take non-cost beginner and advanced
„Video Workshops‟ on loan origination and underwriting. The response was
overwhelming. “We received 380 signups from this one email. To put that in
perspective, it took us six months to get 500 responses from our other
marketing.”

Quickly, Santo created a series of 45-minute, Internet-based workshops, casting
himself as trainer. Each workshop included three elements, a video introduction,
a series of PowerPoint slides with audio accompaniment, and then a demo of the
software in action. There no product pitch at all. The software demo section was
an illustration of the educational points made previously and was valuable
whether the viewer had the software or not.

Next, 30 minutes after each class, Santo began calling each attendee to ask how
the class worked out and if they had any questions. Again, he was careful to
speak as a trainer rather than a marketer. 10% of attendees brought up the topic
of LendingApps software of their own accord during the conversation and
converted as buyers on the spot.

B-to-B Lead Generation Handbook Chapter 4: How to Create Content B-to-B Prospects Adore

325
© Copyright 2000–2008 MarketingSherpa Inc. It is forbidden to copy this report in any manner.
For permissions contact service@sherpastore.com. For more copies, visit http://www.SherpaStore.com

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