Making Your Website Work For You

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Making Your Website Work For You

Best Practices in Content Marketing

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Principal

Rick has 15 years of experience designing, optimizing and marketing websites.

Rick Whittington

RickWhittington.com // 804.335.1477

Best Practices in Content Marketing

Inbound Marketing Manager

Winston manages strategy and execution of our roster of inbound marketing clients, including content marketing.

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»  Your website is more than just a “check-off” item on your

marketing list.

»  Websites are often the single most untapped source of leads and

revenue.

»  A website is a salesperson that never sleeps.

»  Website leads cost your company 61% less than “traditional”

leads.

»  Start thinking of your website as a profit center.

Why Use Your Website for Sales

and Marketing?

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Your Website Should

Generate Sales and

Business Opportunities

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Con

• tent Mar

• ket

• ing

n.

The practice of online marketing by creating and sharing meaningful content that is

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Best Practices in Content Marketing // What is Content Marketing?

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Best Practices in Content Marketing // What is Content Marketing?

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»  The best search engine visibility tactic out there.

»  The safest search engine visibility tactic out there.

»  People will find your products and services by searching the

web. Over 1 billion searches on Google each month.

Why content marketing?

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Google Searches

per month polyethylene tanks 6,600 14,800 underwater scanner 73 260 mining communications 320 1,600 biometric scanner 4,400 12,100 spinal implant 3,600 6,600

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»  The best search engine visibility tactic out there.

»  The safest search engine visibility tactic out there.

»  People will find your products and services by searching the

web. Over 1 billion searches on Google each month.

»  Global reach! Reach international prospects.

Why content marketing?

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»  Your customers appreciate transparency.

»  Answers your prospects’ questions.

»  Builds your trust and credibility.

»  Encourages repeat visits to your website.

»  Generates a massive amount of leads and business

opportunities.

Why content marketing?

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»  Can be a competitive

advantage in many industries.

»  Creates tools your marketing

and sales staff can use to close the sale.

Why content marketing?

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Case Study:

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»  Not getting customers from their website.

»  Website was treated as an afterthought.

»  There was no way to easily publish information.

Problems

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»  Started with a website

redesign last year.

»  Committed to content

marketing by starting a blog.

»  Met with their sales team

and asked them, “What

questions do your prospects ask you?”

Solution

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»  Interviewed sales manager to get more information about

topics.

»  Refined answers by a professional writer.

»  Published blog posts on website.

»  Promoted through newly-created social media profiles and

newsletter email.

Solution

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»  Website traffic up 20% since

January (2,700 new visitors per month)

Results

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»  Website traffic up 20% since

January (2,700 new visitors per month)

»  Sales leads up 77%

since January

Results

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»  Shortened sales cycle.

»  Sales team use content in conversations and follow-up

emails.

»  Distributors are better informed, and sales have improved

because they know more about the product advantages and applications.

Results

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»  _{People WILL read your blog if it’s written properly.} »  _{It’s critical that you define who your customers are.}

»  _{Write for your target customer. Answer their specific questions.}

»  _{Offer blog email subscription. Send blog posts to subscribers by email.} »  _{Send a blog digest to customers and prospects by email.}

»  _{Promote it on your social media profiles.}

The Challenge:

Best Practices in Content Marketing // Overcoming Challenges

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»  Need a point person to write the blog and publish.

»  Get everyone involved.

»  Establish a schedule.

»  Outsource to content marketing firm.

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Don’t Know What To Write

About.

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»  STEP 1: Interview your customer-facing staff. What do people ask

about?

»  STEP 2: Make a list of topics, identify subject matter experts.

»  STEP 3: Interview and outline key points.

»  STEP 4: Write blog posts and put them on your website.

Don’t Know What To Write

About.

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Don’t Know What To Write

About.

The Challenge:

»  Address the price of your product or service.

»  Add your perspective to industry events or trends.

»  Refute or address criticisms of your products or services.

»  Film a product demonstration video.

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How to Build a Library of

Great Content

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»  Group 3-5 similar blog posts as a whitepaper.

»  Record a video for YouTube summarizing a blog post that you

wrote (or vice versa).

»  Turn a sales presentation into a guide or “one-sheeter” for

download.

»  Write a webinar and turn it into a series of blog posts. Record the

webinar and make it available “on demand” on your website. Give the slides away on Slideshare.

Repurpose Your Content

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Thank you.

Download this presentation and receive a complimentary copy of our B2B Online Lead Generation eBook.

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