Content Marketing

Content Marketing Should Drive Pipeline Revenue

Content Marketing is a fundamental pillar for an effective digital sales transformation roadmap.

 

It’s also one of the most misunderstood. But let’s get this straight: Content Marketing is not about creating content for mere content creation’s sake. Rather, Content Marketing is an ongoing plan of publishing and distributing content that aligns with the buyer’s needs and drives people closer to a purchase decision.

 

The data has proven time and again that Content Marketing is a must-have for lead generation: the average conversion rate of a website lacking in non-product promotional content is 0.5% versus 2.9% for sites with relevant and engaging content.

 

What this tells us is that websites need content, but even more so, you need a strategy for publishing content that converts. But before focusing on the strategy, it’s important to have the bigger-picture understanding of how your content marketing efforts will contribute to pipeline revenue. It is crucial that you think about the following two elements:

Aligning Content Marketing with Your Sales Goals

 

Your content strategy serves one purpose alone – to deliver real leads that result in real pipeline.

 

Developing Content that Matches Your Prospects’ Buying Journey

 

Content that performs is useful, relevant and easily discoverable by the buyer. On average, there are 6.8 decision makers in each B2B purchase decision. So it makes sense to create useful, relevant, and easily discoverable content to satisfy each of the different stakeholders who are evaluating your offering.[1] Think of it as the buffet table at an event—if you don’t have something for everyone who shows up, somebody will go home hungry.

Some may want to download your white paper, others want to attend a webinar, while others will want to see a visual display of how you solve their problem. We can help you develop the perfect blend of content assets that serves the needs of each stakeholder while driving awareness, differentiation, and leads.

The Four Elements of a Successful Content Marketing Strategy.

 

1. Content Strategy Planning

 

Define your buyer personas: Buyer personas include a composite of research that delves into both a description of your buyers as well as insights into what your prospects think about doing business with you. By gathering this information for each stakeholder in the buying committee, you’ll be able to publish content that will appeal specifically to each stakeholder.

 

Define the customer journey in stages. List the top questions at each stage, and identify the relevant CTA’s. Write down all the key questions they ask. Then, organize them into: top of the funnel, middle of the funnel, and bottom of the funnel.

 

Document the plan: Once you map out your buyer personas and the customer journey in stages that include the appropriate corresponding questions, you’re ready to start creating/curating content. But, first document the plan and get Sales to sign off on it. The next section addresses this even further.

2. Marketing & Sales Alignment

 

It’s time to dump the notion, once and for all, that marketing and sales work in isolated silos. In the business of lead generation, alignment between the two teams is critical. Let’s just call it what it is. It’s NOT optional…

 

Vengreso can help ensure that everyone in your organization is on the same page with these strategic plans right away by:

 

      • Involving the sales team in the content plan strategy: Walking in the same shoes with the sales team to learn the questions they directly get from prospects and clients enables the marketing team to craft content that is on-point and effective.
      • Involving the sales team in the content plan execution by sharing, distributing and even co-creating content. With sales and marketing working together, any gaps or missed opportunities for aligned messaging can be identified and remedied quickly.
      • Maintaining and managing the alignment: Content is part of the sales enablement foundation. As such, it is critical that marketing is in constant communication with sales to know what content is being used, what’s missing, and what’s not being used that should be.

 3. Content Marketing Infrastructure

 

All content should convert… provided you have the right Content Marketing infrastructure. Here’s what you need:

      1. A Content Hub – this can be your blog, your newsletter, your video channel, etc.
      2. Landing pages with calls to actions.
      3. Lead magnets and traffic magnets to attract people to your content.

“Good content that gets distribution beats awesome content that gets none all the time.”

4. Implement, Scale, Maintain your Content Marketing Plan

 

Whew! By this point you should be convinced that:

  1. Content Marketing is a must-have for successful lead generation, and
  2. Successful content strategy includes
    1. Marketing and sales alignment
    2. A content marketing infrastructure
    3. A trusted measurement system to track pipeline revenue contribution

So now what? How can you develop a killer Content Marketing strategy?

[1] Tian, Judy. “These 10 Stats Just Beg You to Become a Social Seller.” https://business.linkedin.com/sales-solutions/blog/sales-leaders/2017/03/these-10-stats-just-beg-you-to-become-a-social-seller. 20 March 2017.