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Kelsey’s LinkedIn: https://www.linkedin.com/in/kelseymeyer1/
Kelsey’s Twitter: https://twitter.com/Kelsey_M_Meyer
One of the biggest concerns most marketers have today regarding their content marketing efforts is ensuring they're creating revenue for their company.
It can be difficult to identify the methods and forms of content that are actually turning a profit, or what you should be doing with your content to make sure you're meeting your revenue goal.
Kelsey Raymond, Co-founder and CEO of Influence & Co. shares her thoughts on the right strategy, the correct method for tracking revenue, and a tried-and-true process.
She reveals the content marketing secrets that her company's marketing department has used to generate millions in revenue each year.
Kelsey’s key takeaways are:
- A step-by-step process for content creation, including how to come up with the right topics, and ways to ensure your content is being used effectively
- The importance of understanding and identifying content ROI, and how to make decisions with revenue generation in mind
- How to ensure your strategy is set up to generate revenue
An issue that many marketers face is how to I prove ROI to my boss about content marketing? This is something that we’ve covered many times in the past.
Kelsey’s company has generated $1.5m in revenue based on their content marketing efforts.
Content Strategy
Kelsey emphasises the importance of a content marketing strategy that’s documented. This document should include:
- Profile of key audience personas
- Your marketing goals
- An editorial calendar and content guidelines
- Roles and responsibilities
- KPIs (Key performance Indicators)
Types Of Content
We’ve covered the many different types of content that you, as a building products company, could (and should) have on your website. Thankfully, Kelsey also included many different types of content that we have also included.
The Types Of Content That’ll Generate Revenue
Kelsey promotes the idea of educating your audience to provide them with the clearest, most useful information.
Gated content is content that can be downloaded in exchange for an email address. This may be in the form of an ebook around a particular topic that you’ve been writing about.
Email Marketing
Kelsey speaks of the importance of nurturing your contacts list, providing them with information that’s relevant and useful.
Webinars
Another strategy that Kelsey comments on is the use of webinars. We often talk about becoming the leaders in your industry. Why not host a free webinar about the construction industry in 2019?
A Content Process
Kelsey has clearly demonstrated the content process that’s tried and tested. Each part of the process is of equal importance and should be treated in such a way.
The Buyer’s Journey
We often talk about the buyer’s journey; the steps a potential customer takes in the lead up to (hopefully) making a purchase.
Kelsey demonstrates this journey through a customer, Jane. As you can see, the slide takes you through the journey, starting at the awareness stage and ending on the decision stage.
The Inbound SDR Process
In order to fully implement an SDR process, you’ll need some form of software that allows you to track this behaviour. As HubSpot partners, we advocate the work of HubSpot as a highly effective way of tracking that customer behaviour, and what informs the sales team in order to align their sales strategy.
Tracking this behaviour can save a lot of your sales team’s time. Why waste time on cold calls when you can call the people who have demonstrated an active interest in your site, based on their engagement with your content?
Metrics That Will Help You Track Results Effectively
- On-site content conversion rate
- Qualified leads generated
- Qualified contact forms
- First sales calls
- New MRR generated
If you’re trying all these things, it can make it easy to pin-point the things that aren't working and highlight the weakest links.
Tools That Will Help You Track
Kelsey talks about two tools that will help measure online behaviours. She notes:
- CRM Software
- Marketing automation software
There are many options to choose from so make sure you do your research before parting with your money.
If you're thinking about starting with a CRM and Marketing Automation package but not sure where to start, get in touch today and we'll guide you through the process, offering training and support to help you get the most out of it.
