Creating quality content from lead gen to close

This is a very cool infographic linking technology to the sales process. Not only does it provide the who’s who of software companies that deliver apps for prospecting, qualifying, nurturing, and closing, underneath the covers it reveals what every marketing person have some level of focus on…content.

All to often, we think the role of content is at the top of the funnel: lead generation, and that is where we place a majority of the emphasis, and rightfully so, because without leads, the rest of the enablement process falls apart.  But, in addition to lead gen, content plays a critical role from nurturing & prospecting to qualifying and closing . At each stage, the difference between success and failure lies in creating quality content to one, meet the needs of the customer, and two, meet the needs of sales as they navigate through the sales process.

When I look at this process, I see opportunities to learn what makes quality content.  I ask myself the following questions:

  • What content is driving the most web traffic & creating the most leads?
  • How can that content be leveraged into a sales script for prospecting?
  • What questions are potential customers asking and how do we use content to best address those concerns ahead of time?
  • How do potential customers engage for more information?  Is it via webinars, online forms, social media?
  • What does the art of negotiation look like? Are there consistent “asks” that could point to something marketing could address through programs?
  • How happy is the customer? How has our solution benefited them?  Is there a case study opportunity here?

Of course, there are more questions that arise than simply the ones listed above, but these are the most common. By working with sales through the process, marketers can get a better grasp of the needs of the customer. The more intelligence collected, the greater the opportunity to create the right content.

And the right content just might speed this entire process along.


Thanks Copyblogger! – but you missed a step…

Step 0:  [Note to self:] Admit it…you’re not that great of a writer… you could always be better.

now move to step 1.

10 Steps to Becoming a Better Writer

Like this infographic? Get more content marketing tips from Copyblogger.

When blogging, go beyond just clicking “Publish”

In my last post, I wrote about search and the importance of priority, plan, and purpose to how we use the social platforms available to us. That thinking too me back to step one in this effort to better understand content marketing – the content itself.

I will be the first to admit that I am as guilty as the next in worrying more about blog post frequency and substance than the nuts and bolts of optimizationsyndication, and communication.

Thanks to Brody of DivvyIQ for sharing this extremely helpful infographic that break down exactly what one should do beyond creating content.

Key Takeaways:

  • Don’t rush to publish – take the time to optimize for search.
  • Tweak and “tweet” more often because one size does not fit all when it comes to status updates.
  • Get outside and play –  Break away from the walls of WordPress or Blogger and ask for feedback, comments, retweets, and always return the favor.

Having a Priority, Plan, and Purpose for social

I am as guilty as the next of just throwing words on a screen, clicking publish and hoping for the best.

What kind of strategy is that? What good is the effort in creating if you are not sharing and learning.  The best way to share and learn is social, and social, apparently feeds search.

Thanks to  of Everything Technology Marketing for sharing this great infographic. According to Holger, “TastyPlacement (a SEO and digital design agency in Austin, TX) has created a great infographic based on a study to explore the relationship between social media activity and organic search engine rankings.”

I’ve been trying to formulate a personal strategy for social. What do I use for what purpose, for what audience, at what level of consistency, and to what end? When you have Facebook, Twitter, Google+, LinkedIn, Pinterest, WordPress, Storify, and countless others at your disposal, information like this helps with the priority, plan, and purpose for social. It’s not everything, but it’s a start.

Key takeaways:

  • Google+ : Use it more…and be creative and compelling
  • Facebook: Stay the course, and be more creative and compelling
  • Twitter: Be consistent, dedicated, and communal…and be more creative and compelling

Bottom line: the impact of doing nothing is only going to grow more apparent.

[Infographic:] The People’s Tech Revolution by Frugal Dad

This infographic by Frugal Dad made me think about my own photo taking…

Without a doubt, the iPhone has changed my photography habits…I shoot, edit, upload, and share considerably more pictures using my iPhone than my camera… my camera takes better pictures, I just don’t carry it with me wherever I go. Maybe I should.


iphone journalism