Have you made the two big connections with content marketing? The first: that starting an effective content marketing process will allow you to reach far more buyers. The second: that to make reaching more buyers “pay off,” you need to connect your content marketing process with sales. But how do you make an effective start? How do you create a content generation “machine?” What are the secrets to converting page views to dollars? Our panel of experts will help you make the two big connections during a lively webinar, “How to Generate Sales with Content Marketing,” Thursday, March 28, 2013 at 1:00 p.m. ET. Our panelists: - Katrina Busselle, Vice President of Client Services for Fisher Vista - Jessica Miller-Merrell, Founder & Chief Blogger at Blogging4Jobs - Nick Fishman, Chief Marketing Officer at employeescreenIQ - Dave Weisbeck, Chief Strategy Officer at Visier Corporation - Kevin Jorgensen, Owner of Innovative Marketing Resources The panelists will share personal insights into their own experiences and successes with content marketing, including: · An overview of content marketing tactics (e.g. direct email marketing, article placements, social media). · How to use premium content (registration required) and “free” content (no registration) to generate and nurture leads. · The importance of defined goals and realistic budgets. · How to measure results and adjust your strategy and tactics accordingly. Links to the recorded webinar and supporting materials available here: http://www.hrmarketer.com/home/connect.php

2. Content Marketing – A Process

3. Content Marketing – A Process
Mark Kevin Nick Jessica Dave
Willaman Jorgensen Fishman Miller-Merrell Weisbeck

4. CONTENT MARKETING:
Are you ready?

5. Source: Rienpost at nl.wikipedia

6. Establish a Realistic Budget
Content Marketing Spend by Company
Company Size Creation Distribution Total
(employees)
Fewer than 10 $22,700 $34,000 $56,700
10 to 99 $42,400 $100,000 $142,400
100 to 999 $77,200 $258,000 $335,200
1,000+ $182,300 $875,000 $1,057,300
Average $78,600 $301,000 $379,600
Source: Custom Content Council, 2012

7. Establish a Realistic Budget
Revenue Goals ?
New Deals Needed ?
Qualified Leads Needed ?
Tactics Needed to DriveQualified Leads
(and what content is needed to support these tactics) ?
Cost of Tactics ?

8. Now
you’re
ready...

9. Kevin Jorgensen:
Website

10. Content Marketing – A Process

11. Your Website – The Main Event

12. Your Website is YOU

13. Nick Fishman:
Content

14. Content Marketing – A Process

15. Source: Weatherman90 at en.wikipedia

18. Content

19. Our
Survey

26. Jessica Miller-
Merrell: Tactics

27. Content Marketing – A Process

28. Tactics – Promote Your Content

31. Dave Weisbeck:
Measure

32. Content Marketing – A Process

33. Measure

34. Measure
You can expect what you inspect.
- W. Edwards Demming

35. Visits to Leads

36. Conversion Rates

37. Sources for New Leads

38. Content Marketing – A Process

39. The Role of Social Media and
Content in the Sales Process
Unqualified people
looking for answers
Meet Me Social Media, Blogs
Lead White papers, surveys
Success stories, video
Know Me Webinars, slide presentations
Ebooks
Nurturing
Budgeting and planning tools
Trust Me Proposals
Qualified Opportunities

40. Perspective
LinkedIn is the most popular social media
platform for B2Bs with an 83% adoption rate.
65% have acquired a customer via LinkedIn.
Only 27% of B2B leads are sales-ready when
first generated. This makes lead nurturing
essential for capitalizing on the other 73%.

41. FAQs
Mark Willaman:
Define, Plan, Budget
??? Kevin Jorgensen:
Website
Nick Fishman: Jessica Miller- Dave Weisbeck:
Content Merrell: Tactics Measure

43. Thank you for joining us!
Here are some follow-up resources for you:
• Connect with Mark to discuss any of the topics from today:
www.linkedin.com/in/markwillaman
• Visit us on Slideshare for a copy of today’s slides:
www.slideshare.net/hrmarketer
• Like us on Facebook to get updates and content from
around the web about effective content marketing:
www.facebook.com/hrmarketer
• View our Content Marketing Pinterest for the latest content
marketing infographics and charts:
www.pinterest.com/hrmarketer/
• Download the article: “Content Marketing:
The Best Way to Reach and Influence HR”
www.hrmarketer.com/home/content_marketing_buyer.php
• Or visit: www.hrmarketer.com/connect