Crush your enemies and feast on the spoils of marketing-war! Effective demand generation requires a data-driven strategy and engaging content. Last week we focused on understanding your business’s sales cycle and creating a persona of your target client. Now you are ready to build out content for your campaign.
Don’t be a content barbarian. Follow these five steps to rule content as a king:
Once you’ve determined the prospect segment that will have the greatest value with the lowest opportunity cost, create content that resonates with the pain points discovered. Connect that content to the solution your product or service offers. Here are three types of content prospects find valuable:
1. White papers or blog posts that answer questions professionals you are targeting may be too embarrassed to ask
2. Host webinars featuring respected thought leaders
3. Conduct surveys polling the dynamics of your industry and build reports from that data
2. Test paid ad channels.
Your audience is out there, but if you don’t test different promotional channels you may never find them. Run pilot campaigns on a variety of advertising channels like Google, LinkedIn, and Twitter. The audience for display ads can be segmented by city, profession, age group, personal interests and even someone’s current location. Track which one feeds your sales funnel the most then you can begin to optimize your messaging on the most successful channels to increase your reach and improve both the quantity and quality of leads over time.
Be sure to funnel this data into your client personas as you learn what content and messaging resonates with your core audience via the clicks and leads generated.
3. Keep marketing emails short and sweet.
Email marketing copy needs to brief, persuasive and direct. Answer the following in as few words as possible:
1. Why should your prospects read what you’ve sent them?
2. What are they being offered?
3. How will it help them?
Your emails should include a call-to-action (CTA) creates a sense of urgency and incites an action. Single words like “Download” or “Register” work well, but in general try avoid CTAs that are longer than five words. Differentiate your CTA by making is an image bubble and have its colour contrast the rest of the email. You want it to stand out and draw the eye to it.
Test different copy and colours in your email marketing and landing pages. For instance, one test we conducted on button colors within emails found that orange elicited a 46 per cent higher engagement rate than blue. This optimization improves ROI on all of your activities Test different images, headlines, body copy lengths or even the use of video on a landing page to find the sweet spot where you receive the most downloads or registrations.
5. Repurpose the best content.
After running a number of campaigns you will know what content generated the most leads and leads-to-conversions. Now is time to find new ways to reuse it:
1. Take elements of your best thought leadership materials and turn them into blog posts. Tie this content back to something of regional or industrial importance that is topical at that time.
2. Update an annual study with a mid-year addendum and re-release it to your prospects and clients. This is a great opportunity to invite a valuable client partner to provide their feedback on the industry or your research while also providing addition touchpoints for your sales team with their prospects.
3. Turn a tip sheet into an infographic by visualizing data found within it.
Want more content ideas? Check out our Out-of-the-Box Content Marketing white paper!