Making Your Content Sales Enabled Content Marketings 360- 5 in 10 with Bob Collins and Patrick Cahill

Butch Stearns sits down with Bob Collins and Patrick Cahill to talk about sales enabled in content marketing 360:

 

1. Build & share content that relates to your product or service (but isn’t about it)

Think of different forms of content

-Webinar

-Interviews

-List

-White Papers

-Guest Blog post

- Newsletter

Understand that you cant always be talking about your own technology, your service when talking about sales. Put in context of your customers needs plans and desires. Never make it about yourself make it about them and their issues and how you apply solutions to help them, but also include your calls to action.

2. Have a clear plan on how content fits with in a sales program

Work with sales on

-What content to choose

-What you should learn

- How to follow up

Marketing and sales are two different departments but can work together. Marketing must do things in context to support what sales is doing. Sales directly hears and deals with clients which helps you choose the right content. Marketing needs sales and sales needs marketing. Marketing can ask sales what kind of content should be covering,  and also ask what types of poll questions should be included.

3. Use education materials as a form of sales discovery

-Different forms of content can be utilized as education material

-Webinar one-on-one interviews

-Form question

If you want a long webinar with polls put thought into the polls to help content and by the content could help sales. Also notice where are viewers watching?  Are they watching certain sections of your webinar? Know those questions can also help sales

4. Don’t be afraid to ask if people want to talk sales

-Utilize tools at your disposal when asking if they would like to be contacted

-Poll question

-Call out boxes

Don’t lose sign that is about sales, but you want to be informational and educational. Make yourself available to help.

5. Make content truly educational if you want a sustainable program.

-Key to nurturing

-80% of registrants are not short term leads

50% of  sales come from well nurtured campaigns, the cost is less than 30%. Remember to always take a long term approach with customers.

 

 

 

 

 

 

Why Content (Marketing) Is King

Content has been king for a while now.  Pictures mostly. No…video. Definitely video.

People love videos. People love watching cool stuff. Snazzy graphics infused into short, impactful, sizzling hot videos.

Since we know this, considering we are also people, we can easily predict where someone’s attention is going to sway towards during their time online. You guessed it, video! But not just video, all kinds of exciting, engaging content.

The new age of content marketing addresses the issue of pulling people away from where they go online in order to sell them something, raise awareness about something, get them to enter a contest, or whatever it may be.

The issue being, people don’t like that!

Content marketing, instead of asking someone to get up from their proverbial desk to go get a cup of coffee, brings the coffee over to them, and sets it down.

Instead of pulling people towards marketing materials, we can lay them down in the line of sight we know they’re going to be visiting and already planning to interact with.

Highways don’t put toll booths on random side streets and hope people take the turn to go pay the money – they put the booths directly in the path of travel, so you have no choice but to see them and pass through them.

This isn’t to say that content marketing is forcing people to buy things they don’t want, but it is to say that the things they do want, will be in their line of sight, and aligning with their interests.

We want to hear from you! How has your brand been using content marketing to engage and attract users? Feel free to share your best tips and ideas in the comments below, or tweet us at @ThePulse.

 

Spotlight on IMS – 5 Tips for Closing Inbound Leads from Frank Belzer of Kurlan and Associates

In any sales environments it is vital to align your sales and marketing teams to garner the finest results. Lead conversion occurs when these teams work together. Frank Belzer of Kurlan & Associates shares his 5 tips for closing inbound leads in this spotlight on IMS.

1.Modify Your Sales Approach for Inbound Leads

Adjust your approach. Most inbound leads come in because they do not want to speak to a salesperson. Pad your outreach, provide context to your contact, and remember you ma

Explain to them that when people download a whitepaper, there may me more questions than answers. Maybe they will be interested in the second piece of content in addition to what downloaded.

2. Provide Context to Your Leads

You need to provide content, like material, data and information. Why is this data significant? Why is this piece of particular information important?

All content you provide must feel extremely tailored to your prospects.

3. Slow Down Your Process to Build Relationships

As a salesperson, you’re always going to be late. Once the prospect comes to you, you haven’t hide time to build the relationship. As a sales professional, you should slow things down. Encourage your prospect to get to know you.

4. Maintain Control, But Let Prospects Feel They Have It

Your prospects have been setting the course and following their own process which has lead them to your product. Sales people need to become adept at maintaining control while allow the prospect to believe they are still at the helm.

5. Guide Your Marketing Team

Marketers are concerned with appealing to the marketplace, while salespeople are focused on finding the right prospects. Sales wants prospects, while marketing is looking for interest. Sales should have an active role in guiding marketing to understanding the prospects. Salespeople need to share information about prospects with the marketing team in order to bring the right leads in.

An Insider’s Guide to Storytelling: The Key to Making Connections

We all want to tell a story.  And when it comes down to it, storytelling is a key to making connections.  Not only personal connections, but business connections as well.  Being able to tell a good story can make the difference between a missed connection and a lasting impression.

There are a few basic tips for telling a good story.  Much like a reporter, you’ve got to figure out what your main point is, why it’s relevant to your audience, and how it will benefit them.  For the sake of explanation let’s focus on a story from Mashable about Facebook giving away free advertising to small businesses.  In this story, as in every story, you need to establish what it is we’re discussing.  Mashable let’s us know that Facebook’s Marketing Solutions is spearheading this operating, as well as why they’re doing it.  They tell us why it’s relevant by giving us a statistic that the audience will find interesting.  And finally, they give a call to action to allow the reader to follow up and create a benefit.

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This is the first part of a five part series on storytelling.  To watch the entire series, click here. You can find Butch Stearns on twitter @ButchStearns and you can find Tyler Pyburn on Twitter @TyPyburn

The Pulse Network Solutions – Executive Brief 3.0

This is part three of a five part series between Butch Stearns, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they explore the lifecycle of digital marketing and the new solutions offered by The Pulse Network.


At the Pulse Network we’ve developed a solution that is designed to capture, produce, and deliver a months worth of proactive, C-Level content with just one hour of your executive’s time.  As someone who struggles to find time to do all my writing, it’s a pretty cool idea.  And it’s the idea behind our new Executive Brief 3.0.

It seems like just yesterday that marketers were struggling to convince our CEOs that we needed to expose our business to social media.  Now that everyone understands the concept of social media, and knows it’s essential to be engaging on social channels to reach customers where they congregate, we face a different challenge: getting these same executives to make the time to blog, and tweet and create posts so they can stay in touch and (especially in B2B) reach influencers.  The irony of course is that the people who are most equipped to tell the company’s story, and represent the brand on social channels, have the least amount of time to do so!  This is where Executive 3.0 steps in and provides a practical solution.

As I’ve  discussed, effective social marketing starts with a good story.  And blogging is a core way that executives can tell stories, start discussions and articulate a point of view.  Your corporate blog is the voice of the company, and needs to be authentic, informed and informative!  Yet, it takes a good half a day to write a good post, when you include the time to read, research, get links, and distribute it.  Multiply this by 4 or 5 – since it’s good practice to have each contributor doing at least one new post per week, and we are talking 2+ days a month just for blogging!

Executive Brief 3.0 breaks this bottleneck by building an outline/rundown for a blog ‘series,’ capturing the executive’s perspectives, thoughts and examples in one 30-minute video interview, creating 5 segments of content, post producing the output, and creating video blog posts, vignettes, transcripts, and even sound bites that can be easily cleaned up by your PR or marketing folks and turned into a month’s worth of social content.  What’s it look like?  This is how I created this post!

 

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Using TPN’s video engine and production capabilities, our social media know-how, and managing the process end-to-end makes it all work.  It’s a great way to tap your best storytellers, and create valuable, repurpose-able content assets.

Also, in case you missed Part 2 of this segment, I talked about virtual event marketing and how our Webinar 3.0 can benefit your business as well. Thanks for reading!

Allen Bonde is the CMO of The Pulse Network and can be found on Twitter or email,abonde@thepulsenetwork.com.

Butch Stearns is the COO of The Pulse Network and can be found on his BlogTwitter, and LinkedIn.

Making The Most of Your SEO – An Introduction

 

This is Part One of a Four Part Series in Which Nick Saber, President of The Pulse Network, and Butch Stearns, C.O.O. of The Pulse Network, Discuss How to Get the Most Out of Your Search Engine Optimization Strategy.

Most companies aren’t thinking about SEO the right way.

Image Credit: seo-tutorial.net

Search Engine Optimization strategies can’t live on an island.  In the past, SEO could be considered an isolated strategy, but as search engines have become more intelligent, we need to update the way we think about driving inbound leads.

It’s more important than ever to bring your social media strategy, your content strategy and your SEO strategy together.  In Februrary of this year, Google changed the game with their release of  “Google Panda”.  SEO used to be about keywords and link-building, but search engines are now thinking like people.  As a result, the impact of popularity of content and volume of discussions on social media have a much larger impact on your website’s SEO.

In order to truly get the most out of your SEO and make sure that your website lands above the fold on a search engine, you must work to combine your strategies into one.

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In Part 2 of this series, we’ll get into the logistics of keyword analysis, and how you can use it to your advantage in building an SEO strategy.

Nick Saber is the President of The Pulse Network.  You can find out more about Nick on his blog and by following him on twitter @NickSaber

Storytelling Drives Social Media Marketing: Conversations Lead to Conversations

This is part four of a five part series between Tyler Pyburn, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they determine how storytelling drives social media marketing.
It’s every marketer’s goal to get people to go from casual conversations about your brand, to having conversations about your products, to having them consider buying the product – and buying it, and then telling everyone about it!

In referring back to our formula for social marketing, if you create shared experiences and make it easy to spread the word, it’s exponentially easier to provide in-context offers or sign-ups that takes you down the path to social commerce. This is really about in-context marketing, and at it’s extreme we are talking about bringing the ‘store’ right into the channel like JC Penny’s facebook page – and early example of “F-Commerce.”

Shopping right from your favorite merchant’s Facebook page may be a stretch for a lot of companies, but delivering deals, creating a way to share offers with friends, and building fun ways to talk about your products and spread the word to their friends is key to creating more educated – and motivated buyers.

 

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In case you’ve missed Part 3 of this series, in that post we talked about curation, one of the hotter topics in social media today.

 

In part 5 of this series, we will talk B2B conversations and social marketing, and the best ways to engage in these types of communities.

 

Allen Bonde is the CMO of The Pulse Network and can be found on Twitter or email, abonde@thepulsenetwork.com.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

 

 

Storytelling Drives Social Media Marketing: The Art of Curation

This is part three of a five part series between Tyler Pyburn, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they determine how storytelling drives social media marketing.

 

After breaking down the TPN Content Model in Part 2 of this series, I want to now fous in on a vital piece of that model: content curation.

There are many definitions and active discussions about the topic of content curation, but at its core, curation is simply the process of gathering and organizing (and maintaining) artifacts. In social media marketing, this is how we capture, deliver and package pieces of content to fuel the development of a community. Although people have been collecting things – and content – for long before the advent of social networking, whether it’s gathering news articles or just compiling a group of links together, curation for social marketing is a lot about creating lists (like in Twitter), building groups of content, and packaging each link or ‘translating’ each article into the appropriate language for the targeted channel.

Curation in today’s multi-channel world is also a matter of being a ‘transmedia’ storyteller and being equally comfortable in each channel or outlet.

A great example of this type of storyteller is Garrison Keiller. Garrison and his Prairie Home shows do an excellent job in making his stories authentic and related to the listener’s personal experiences. Of course the radio format also enables ongoing stories or serials, and is very much a variety show that draws content from many sources, packages it up in familiar segments, and delivers it a format that builds community.  The key: make your stories about the audience, and your audience will want to share them as well!

 

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In case you missed our past episode, you can see it here. In Part 4 we’ll look at driving conversation from conversations.

 

Allen Bonde is the CMO of The Pulse Network and can be found on Twitter or email,abonde@thepulsenetwork.com.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

 

 

 

 

Email Marketing, How and Where

 

This is part three of a five part series featuring Stephen Saber, Chief Executive Officer of The Pulse Network, and Butch Stearns, Chief Operating Officer of The Pulse Network, in which they discuss the changing landscape of e-mail marketing.
 

If you believe in the survey done by Hubspot, then the next question is what type of content needs to be pushed through e-mail.  This is where marketers are contending with a multichannel message*.  I dole out some tips on how to understand your channel and your target market.

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In part four of the series we will focus on e-mail marketing metrics.

Also check out part one of the series on how e-mail marketing has changed and part two where we discuss how to make your e-mail content king.

 

 

Stephen Saber is the CEO of The Pulse Network and can be found on his BlogTwitter, and LinkedIn.  Butch Stearns is the COO of The Pulse Network and can be found on his BlogTwitter, and LinkedIn.

*During the interview I stated that the multichannel study was done by Mashable, it in fact was conducted by Marketing Profs.

Creating Good Content, Tips to Communicate

This is part two of a five part series between Tyler Pyburn, host at The Pulse Network, and Butch Stearns, Chief Operating Officer at The Pulse Network, as they hash out what goes into creating good content.

 

In order to enhance your communication skills one must understand the concept of being a great communicator.

It all starts with talking about content that you care about. For instance, I love to canoe and kayak. When I am out in the water I will talk about what I love about this hobby and why I care so much about it. Talking about things that you care about is where the concept of “creating good content” should derive from. Also, to avoid going off on a tangent when talking subject matter that I care about, it’s essential to organize your thoughts. The organization should be focused on having a conversation, which gives your audience the sense that you’re not reading off of cue cards. Lastly, don’t be afraid to use references. In using an article, a video, or even a person as your reference it not only provides your content with another expert testimony, but also builds a form of trust between you and your audience.

 

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In Part One of this series I talked about where to start when creating good content.

In part three of this series I will talk about keeping someone’s interest in communicating effectively with them.

Butch Stearns is the COO of The Pulse Network and can be found on his BlogTwitter, and LinkedIn.

Tyler Pyburn is a host at The Pulse Network and can be reached on his twitter or e-mail, tpyburn@thepulsenetwork.com

 

Event Marketing 365:
10 Tips to Build a Kick-ass Marketing Campaign Around Your Event


Has your conference flat-lined? Are you not reaching the younger generation community members? How are you engaging with them before, during and after the event? In this webcast, Rick Quinn, GM of Event Marketing Platform at The Pulse Network, gives you ten actionable tips to creating a kick-ass marketing campaign.

July 9th @ 1pm ET
Register Today