This document discusses how to create content that generates leads and sales through a 4-part process of planning, creating, distributing, and analyzing content. It explains that the planning process involves understanding business goals, key target markets, and a company's sources of competitive advantage. The creation process involves conducting research and determining the types of content to produce. Distribution involves sharing the content through appropriate channels. The final step is to measure the performance of the content. The overall goal is to attract, engage, and drive action from a target audience.

1. Creating
Content That
Generates
Leads & Sales
August 18,
2017

4. :30 Introduction
• Your name
• What you do
• Why you came

5. @MarketingBook

6. What is content marketing?
“Content marketing is the marketing and business
process for creating and distributing valuable and
compelling content to attract, acquire, and engage a
clearly defined and understood target audience –
with the objective of driving profitable customer
action.”

8. Why is content marketing on the rise?

9. Now, instead of fighting for space,
you're fighting for attention

12. Everybody’s doing it

13. So how do you create content
that generates leads and sales?

14. 4-Part Process
1. Plan
2. Create
3. Distribute
4. Analyze

15. 1. Plan

16. What are your business goals?

17. The Two Questions
1. What are your key target markets in order
of priority?
2. In your key target markets, what is your
company’s sources of differential
advantage?

20. 22% extremely/very successful

22. Buyer Personas
In the simplest terms, buyer personas are
examples or archetypes of real buyers that allow
marketers to craft strategies to promote products
and services to the people who might buy them.

23. The 5 Rings of Buying Insight

24. The Buyer’s Journey

25. Keyword Research

26. 2. Create

27. Existing Research
Ethnography
Nethnography
Ask

30. Types of Content

31. 3. Distribute

32. @MarketingBook

36. 4. Measure

38. @MarketingBook
Mice aren’t attracted to mousetraps. They’re attracted to what
you put on it. The same goes for websites.
- Barry Feldman

39. Resources

40. Next Month!
• How To Turn Your
Website Into a
24/7 Business
Development Rep
• September 15, 2017