I saw a case study yesterday from the guys who work on ICIS (
www.icis.com), one of RBI's brands. Now ICIS is a specialist information brand focused on global chemical markets. They have a fabulous product which delivers true value to their customer groups. However what's impressive is how they get their message to market. Several years ago, they embraced search marketing which has generated a regular flow of leads, now they have moved their attention to creating compelling, multi-media content to help 'nurture leads' and move their prospects through the process of deciding whether or not to buy.The attached presentation takes you through the five steps of using content marketing to generate leads. It's not rocket science, but amazing how many people will try to short-cut the process and have just two steps which doesn't work.
Here are the five steps in summary form. Click here for the full presentation.
1. Identify/create compelling content - different types of content are suitable for different points in a decision process.
2. Plan the campaign - I can't emphasise how important this part is. Planning means really thinking about what you're going to do; what you want to happen once you do it and putting systems in place to refine and optimise the programme once you can actually see what's going on.
3. Create landing page.
4. Promote the content.
5. Measure and analyse - with marketing automation software, you can measure the impact that your content has had on a prospect. For example, a user may download one of your white paper, watch a video and then go onto to purchase though another channel. Thanks to the analysis, you can attribute the result to the influence of your content.
Further Resources:
- Read the ICIS Case Study
- Landing page optimisation
Sweet, I was searching for something along the lines of this. What would you say would be the most effective way of marketing online (apart from) emailing, because that's a given.