This document discusses content marketing strategies and principles of conversion. It provides an overview of why content marketing is popular, what constitutes effective content, and how content can flow through the sales cycle. Examples are given of how content marketing helped improve metrics for companies in different industries. The key aspects of an effective content strategy are identified as producing unique and valuable content, targeting the right audiences, launching content across channels, tracking and optimizing performance.

1. Seducing Your Customer: Principles of Conversion
Content Marketing
Nupur Pathak | Channel Head - Content
March 21st 2012
© 2012 Regalix Inc. Confidential, All Rights Reserved

2. About Nupur
 Channel Head – Content, responsible for driving content strategy at Regalix
 12 years of experience with brand strategy, marketing communication and
digital content for leading multi-million dollar organizations
 Crafted result-oriented content campaigns for several verticals
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3. Why is Content Marketing Popular?
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4. Media is no longer a passive experience!
Did you know
 78% marketers invest in content
marketing for brand awareness
 69% use it for customer retention and
loyalty
 63% are certain it gets them more leads
 1 out of 3 buyers trust marketing
messages
• 65% of online revenue is generated
from Websites in the top three
positions
• 93% of global consumers use search
engines to find Websites
 50% !!
Source: MarketingProfs research report 2011;
© 2012 Regalix Inc. Confidential, All Rights Reserved
Edelman Digital; Forrester; IDG
Communication

5. Plan Create Publish Govern
Touch points in Buying Cycle
Online ads, viral Website,
email, search, Mobile, Blogs,
landing page, Online Email,
Know blogs support Newsletter
Try Refer
Awareness Consider Purchase Loyalty
PR, Media, Like Direct Mail, Return
Word of Store, Call
Mouth center
Trust
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6. What is Content Marketing?
Content marketing is creating and sharing relevant
and valuable content to create interest,
engage, and acquire a clearly defined and
understood customer audience - with the objective of
driving profitable customer action.
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7. Simplified…
Answering your customer’s
most important questions.
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8. Content talks with people, not to them
Consumer Company XYZ
SEO content:
I need antivirus. XYZ Antivirus
Searches software- ranked
Google: #1 by Gartner
Good to know. Is
your software really Read our
that good? Customer
Reviews
Have your sales rep
call me…
Tweet: I just bought great
antivirus from XYZ –
Gartner recommends
them © 2012 Regalix Inc. Confidential, All Rights Reserved

9. Don’t think…
—Audience
— Listeners
— Viewers
— Readers
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10. Think …
—Community
—Fans
—Users
—Network
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11. Your Network wants to engage and talk
With you
With each
other
With each
other about
you
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12. -Fortune 500 technology company based in the US
- Redeem its image and brand reputation tarnished by
widespread negative online views
- Multi-channel detailed content strategy built its
reputation as a vendor of choice
- Combination of offpage and onpage integrated content
- Value of user-generated content.
 34% 70%
Increase in web Increase in fans
Lower SERP traffic on social sites
ranking of
negative reviews
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13. How Content Flows in the Sales Cycle
Shared
Engagement Word of Mouth
Experiences
Content Connections
Participation + Influence
= Awareness, Conversion
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14. -Large commercial bank unhappy with its brand visibility
and online lead conversion
- Targeted content campaigns and tailored messaging
across multiple media and geographies
14% 45% 3x
Increase in Website Reduction in
Customers activity up cost
Acquired per prospect
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15. Content Strategy
Plan Personas Solutions Keywords
Social Media Thought leadership Videos Podcasts
Promotion
Articles, white papers, e- Webinars
PR
books etc.
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Website Syndication

16. Several Tools Make Great Content Marketing
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18. Surprise! So do email signatures
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19. Not these kind though…
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20. What is ‘great’ content?
It’s unique…or different.
It’s useful, contains usable information.
It’s written first for people and second for organizations.
It’s engaging & encourages conversations.
It’s error-free.
It adds value.
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21. Some websites take the cake…
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22. What’s this one even about?
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23. While some others know how to engage…
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24. Any Kind of Business Can Have a website
that works for it…
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25. Content strategy is seen as…
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26. Content marketing for lead conversion
Research your keywords
Improve your blogs
Improve online profiles
Sell actively
Write white papers, eBooks
Run content marketing campaigns
Manage calls to action
Create multimedia content
Social media, user-generated
content
© 2012 Regalix Inc. Confidential, All Rights Reserved

27. It’s Simple…
Content Strategy Checklist
 Produce
 Target
 Launch
 Track
 Test
 Optimize
 Refine
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28. Takeaways…
Buyer Personas
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29. © 2012 Regalix Inc. Confidential, All Rights Reserved

30. Get in Touch
 Forefront of Innovation  visit: www.regalix.com
Digital Marketing Services
Technology Enabled Services  For a free evaluation of your website /
Regalix Labs ecommerce portal, please get in touch with
Ritu Josan, rjosan@regalix-inc.com
 Multi-disciplinary Leadership Team & Strong
Advisory Board, 175+ Team  If you have any questions about this webinar
please feel free to get in touch with the
speaker Nupur Pathak, Nupur@regalix-
 Fortune 500 and Venture Backed Customers inc.com
(B2B and B2C)
 Global Operations: HQ in Silicon Valley, 4
Offices
 Industry Recognition
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