Inbound marketing agencies are not charging enough for premium content (whitepapers and ebooks). In order to get quality material to your client's on time, you need a process and a price point that reflects your process.

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CMB Partner Office Hours
How to sell a premium content
package to your inbound clients.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: CMB Partner Questions

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Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

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Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

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What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and
service retainers.
Join the Conversation:
@CMBlueprint or +ContentMarketersBlueprint

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question:
How can I sell a premium content package to my
inbound marketing clients.
www.contentmarketingblueprint.com

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First, what is the role of
premium content.

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Agency services overview
 Strategy services (Buyer persona, CMB, Website
optimization plan
 Development Services (Inbound Engine)
 Support Services (Content creation, consulting, PR,
Social Media)

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Convert Visitors to Leads

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The Role of Premium Content
(Awareness Stage)
• Convert website visitor to a lead
• Establish trust & thought leadership
• Answer the buyer’s top questions about their problem
• Establish how your brand can help solve their problem

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Symptoms
 Low site conversion
rate
 Low quality of leads

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What is a premium
content package?

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A premium content package
is…
 Professionally written 2000-3000 word whitepaper/ebook
 Designed document in in-design
 Call to action buttons
 Landing page
 Thank you page
 Follow up email

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Premium Content Outline
 Establish context
 Options to solve the reader’s problem or accomplish their
goal
 Your recommended approach
 Next steps to learn more

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Selling a premium
content package

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When to sell a premium
content package…
 Building the client’s inbound marketing engine
 Aligned with major problems / goals of the buyer.
 Add-on project
 New problems / goals discovered over time
 Industry hot topics

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Scope of work

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Roles
 Client’s subject matter expert
 Project manager (Inbound Marketing Consultant)
 Content team (in house or outsource)
 Design team (in house or outsource)

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Overall process
1. Subject matter expert interview
2. Create an outline
3. Create 1st draft
4. Create final draft
5. Document design
6. Landing page, thank you page, follow up email creation

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Project manager overview
 Premium content brief
 Interview call
 Reviews content with client for
feedback
 Landing page
 Thank you page
 Follow up email
Total time investment: 5
hours

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Content manager overview
 Discovery call
 Create an outline
 Final copy of outline
 Edits on first draft
 Creates final draft
Total time investment:
8.75 hours

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Design manager overview
 1st draft whitepaper
 Final draft
 CTA buttons and hero images
Total time investment:
7.5 hours

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Client overview
 Reaching out to subject matter experts
 Subject matter expert call
 Call to review outline
 Give feedback on outline
 Review 1st draft and add comments
 Review 1st draft of designed doc and give
comments
 Client reviews CTA buttons, landing page, thank
you page and follow up email and gives
comments
Total time investment:
4.75 hours

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Writing budget (Freelancers)
$500

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Pricing and Timeline
 5 weeks start to finish
 Client price: $3,850
 COGS + Labor: $1,293
 Gross Margin: 66%

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Download the asset
 Proposal copy
 Step by step guide to delivering the service
 Whitepaper outline
 How to: landing page, thank you page, follow up email
 Cost breakdown
www.contentmarketingblueprint.com/blog

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Next Session: Tuesday July 1st @ 3:00 PM EST
“How to sell monthly blogging services”
Sign up at:
www.contentmarketingblueprint.com/2014-
webinars