Webinar content

One to two webinars Content created using content directly from your ebook... 

Create a landing page that hosts your webinar content with a form. 

Content marketing Emaii marketing Marketing technology Mobile marketing Paid search (PPC) Webinar Direct mail Tradeshows Print advertising... 

Email mcirketing often uses leads already in your database or leads from a list. By creating emails to promote content pieces, events, new product launches, and so on, you can create additional buzz and demand for your company. Email marketing attracts leads to your website, blog, social channels, events, and webinars, making it a fantastic channel to move leads through your sales funnel. 

Your big rock piece is the basis for many additional content pieces such as ebooks, videos, webinars, and so on, so make sure that you keep this in mind during your planning phase, and think creatively about what to include in the piece to bring additional value. 

After a new content piece is created, always consider a webinar, particularly for your big rock content pieces. Have a thought leader in your organization speak to the key points and create a deck. Often people who haven t downloaded your asset will sign up for your webinar. From the webinar, you can get some nice qualified leads and promote additional downloads of your asset. Figure 6-14 shows an example of a larger content piece that was turned into a webinar and has done nicely as an additional asset. 

Landing pages can be leveraged on your website for various reasons, including content cisset downloads, demo requests, other product-specific information, events, webinars, and so on. 

Converaon The number of times a lead takes an intended action — that is, downloading a piece of content or attending a webinar. You can keep track of conversions in both Google Analytics and your marketing automation progrcim. 

You need a strong CTA in order for direct mail to work for you. What do you want a person to do upon receiving your mailer Call for a demo Go to a landing page to download a content asset or sign up for a webinar ... 

Where many companies fail is providing high-quality thought leadership webinars that map to early stc e leads. Instead, they produce webinars that are very product-centric. By hosting lots of TOFU webinars, you have a vehicle to draw leads in. Later, you can serve them promotional content. 

Your sales teams need to supplement their selling skills with great content. This includes content in all stages of the funnel TOFU, MOFU, and BOFU. Content types can include ebooks, webinar recordings, assessment sheets, ROI calculators, datasheets, and more. Your sales teams also need some professional-looking sales tools to showcase your product or service in a professional manner. That way, if a lead has a question during a call or needs a product or service explained, your sales team is armed and ready. 

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